For us, that means focusing on beauty trends and innovations that are going to shape the industry over the course of the year. It’s an interesting time in skincare, haircare and makeup — we’re finally moving into the final stages of the pandemic, and our obsession with long-winded routines is waning. Instead, we’re chasing brands and products that are effective, functional and sustainable, while adding some long-overdue fun into the mix. 

From intrepid makeup looks to digitally-inspired skin, below you’ll find Gritty Pretty’s edit of the nine trends that will define the way we create, consume and talk about beauty. Keep scrolling to read. 

According to Nick Benson, founder of beauty-centered manufacturing and logistics company Atelier, 2022 is going to see the rise of influencer and creator-led brands. “Creators inherently understand the needs of their community, putting them in a prime position to develop products with high relevance,” he tells Gritty Pretty. The perfect early case study is Jess Hunt, who launched Refy Beauty as a way to share her signature fluffy brow aesthetic with followers. Now a fully-fledged makeup offering, the three-step brow sculpting kit has cemented itself as a cult product. And given the never-ending onslaught of celebrity-fronted brands last year, the shift also feels like a welcome change.

“This year, mandatory minimalism will make way for an indulgent return of colour,” says MECCAversity Category Strategy Manager Lucy Shaw. After 24 months of wearing next to nothing, Shaw is anticipating that 2022 will be charaterised by bold lips, graphic colour, experimental eyes and a renewed sense of joy in the context of makeup. Look for shades like forest green, deep violet, canary yellow and cobalt blue. As for inspiration, it would be amiss of us to not call out Euphoria and its party-ready looks. Follow Doniella Davy for amazing references. 

On the theme of the Euphoria effect, non-conventional embellishments like stickers, nail decals, tattoo transfers and face gems are a new beauty subcategory that’s only set to grow. The Gen Z-fueled trend is everywhere, from the Fendi SS22 haute couture runway show (where tiny crystals were dotted all over each model’s complexion) to Olivia Rodrigo’s Sour album cover. The best part is that you can tailor it to suit your personal style, whether that’s pared back or bold. We love Flower Bed Nail Stickers for DIY manicure art, or Colorpop’s Pearl Face Jewels placed along the lash line.

Off the back of 2021’s no-makeup makeup and “clean look” (popularised by Hailey Bieber) comes meta skin, or the concept of skin that’s so glossed and glassy, it’s almost as if it were digitised. Expect to see balms, primers and serums that promise a long-lasting dewy sheen, and blurred blush formulas worn high on the cheekbones. 

In a similar vein, virtual try-ons, filtered skin, digital shade finders and A.I. powered shopping technology will continue to shape the way we look for — and potentially digitally wear — makeup.

Pre-2021, the extent of our body care routine was whatever was on sale at the supermarket. But fast forward to now, the skin below our neck is no longer an afterthought. “Customers are seeking out high-performing products with skincare-like benefits,” Shaw tells us. “There is a huge focus on actives, with ingredients that have historically been used for the face now being incorporated into body wash, serums and creams.” For smooth, bump-free skin look towards AHA-enhanced formulas like Sol de Janeiro Bom Dia Bright Cream or the Kosas Good Body Skin AHA + Enzyme Exfoliating Wash. We’re also big fans of Necessaire’s Body Serum, a niacinamide and ceramide-rich formula that hydrates, softens and brightens. 

The ‘skinification’ of hair refers to innovations like serums, ampoules and treatments that use skincare-adjacent ingredients to improve scalp and hair health long term. While it’s a new concept, brands like Virtue, Dr. Barbara Sturm and Augustinus Bader are early adopters, launching targeted products that go beyond your standard shampoo, conditioner or scalp scrub. If you love beauty rituals, or are looking to improve hair density, fullness and strength, it’s an excellent trend to try. 

The blurring of beauty categories was a huge trend in 2021, and we’re expecting to see even more of it as we push the boundaries between product texture, function and finish. The most notable to call out is the rise in skincare-makeup hybrids, or products that care for our complexion whilst instantly improving its appearance. Think tinted serums, brightening primers and illuminating eye balms. Our top picks are the just-launched Mecca Cosmetica Weekend Glow Serum (a radiance-boosting oil-serum), and Ilia’s Super Serum Skin Tint SPF 40 (a tint, sunscreen and hydrator in one). 

Beauty snacking is a phenomenon born from two years worth of lockdowns, and uses small beauty rituals as a way to break up the monotony of working from home. The aim is to seek out rituals that combine results with relaxation — think spray-on moisturiser, leave-in hair treatments or rapid face masks you can wear between Zoom calls. The Laneige Cream Skin Mist is a perfect example — rich in meadowfoam seed oil and amino acids, the milky formula can be used to top up skin hydration any time of day for a plump, juicy finish. 

Sustainability has been a huge theme shaping the industry in recent years, and waterless beauty is fast becoming a go-to answer for brands interested in bettering their business practice. The idea is to replace the water component of certain formulas with waxes, butters and oils, often resulting in powdered or solid formats. Expect to see waterless shampoos, cleansing bars and solid moisturisers cropping up everywhere in months to come.