Net-a-porter named the main beauty trends and bestsellers
The largest luxury retailer Net-a-porter has been selling cosmetics for the last 5 years. In honor of the anniversary, the Net-a-porter team, together with the beauty director Newby Hands, spoke about the main trends in the development of the cosmetics market, analyzed the behavior of customers and named the fragrances, makeup products and skin care that are now sold best.
The fastest growing category among skin care products are brands created by female doctors. Previously, consumers trusted more brands developed by male dermatologists, but now it’s the other way around. If sales of the last year grow by 50%, then “female” brands make 200%. The difference is obvious. The most popular brand on Net-a-porter – Dr. Barbara Sturm, famous for its serums.
The beauty of the female audience is influenced by what clothes she buys. Fans of Saint Laurent choose Illamasqua and Artis Brushes, in makeup prefer dark red lips. Chloe-style adepts buy Sunday Riley, Rahua, Aurelia Probiotic Skincare – more natural and environmentally friendly, vegan friendly products. Buyers of Balenciaga like Burberry and Tom Ford.
Red lipstick has ceased to be the most popular beauty-purchase. Women have stopped buying bright products for lip make-up. The best selling now are pink and beige shades. No make-up make-up trend strongly influenced the way women began to paint themselves on a daily basis. Now they prefer a low-visibility on the face, wearable means.
Instagram hits and products with a good media coverage are best sold: the famous oil mix Vintner’s Daughter Active Botanical Serum, silk masks for Sleep Slip, a mixture of superfoods Super Elixir branded El Makpherson brand, Diptyque candles and Le Labo flavors, despite a rather high price site very quickly.
Popularity is also won by young brands, whose target audience is millenial. Young girls prefer clear and simple compositions of means, modest packing and obligatory ecological compatibility: absence of tests for animals and packing from processed materials. Among such brands, The Ordinary and The Glossier are leading, in their line-ups one can see basic aids and universal make-up remedies: from gel for washing and whey to toning lip balm and mascara.