Forget about all the odd-looking beauty trends from the catwalks because there’s no way any of us will be wearing wet look hair or blue eyebrows this year.
Instead, we’ve rounded up some of the best skincare and make-up trends that experts predict will be huge this year.
The good news? You’ll want to stock up on all of these!
There’s always a push for all things vegan at the beginning of the year – it even has its own catchy term, ‘vegan-uary’ – but the growth of beauty products finding animal-free alternatives suggests it’s more than just a post-Christmas phase.
‘Vegan’ has become the word beauty buyers look for to guarantee something is cruelty-free, and we predict it’s going to become a more mainstream, less ‘hippie’ standard across the beauty sphere in the future, with no compromise on efficacy.
Try: Tropic Rainforest Dew Hydration Serum, £42, buy it here
While the CBD trend shows no signs of slowing down, we’ll be getting our skincare highs from another natural ingredient this year – mushrooms. Scientists are just discovering their moisturising, anti-inflammatory and cell-rejuvenating properties, making them a good thing for sensitive skin types.
The snow mushroom variety in particular has been touted as an alternative to hyaluronic acid – it doesn’t hold as much water, but penetrates deeper.
Try: The Inkey List Snow Mushroom Moisturiser, £9.99, buy it here
Last year saw more hair brands bringing hair and scalp experts on board to discuss previously taboo subjects such as dandruff, thinning hair and going grey.
We’ll continue to talk more openly about the importance of a healthy scalp in 2020, and finding those first grey strands needn’t mean immediately reaching for the hair dye. We’ve seen a new wave of shampoos, conditioners and treatments that enhance rather than hide platinum locks.
Try: John Frieda Shimmering Silver Shampoo and Conditioner, £5.99 each, buy it here
Pampering not partying
Meet the trend of JOMO – ‘the joy of missing out’. Salon booking site Treatwell has found we’re far more likely to be having beauty treatments on a Friday than a Monday evening, suggesting that nights of pampering have replaced nights of partying.
‘I’m washing my hair’ is now a totally valid reason to stay in. Creating an at-home spa experience has never been easier either, with sheet masks, gel polish kits and electronic devices becoming increasingly advanced, yet affordable.
Try: Garnier Fruit AHA Shot Fresh-Mix Tissue Mask, £3.99, buy it here
Getting the gloss
Move over, matte lips – welcome back, gloss. But not those gloopy, hair-snagging lacquers you might remember from years gone by. The latest formulas are light and hydrating, giving a juicy, fresh finish that’s flattering on all ages (super-matte finishes can sometimes look ageing on dry or feathered lips).
And if you’ve always been a bit scared to try a red lip, a slick of shiny scarlet gloss won’t help but put a smile on your face.
Try: Revlon Super Lustrous The Gloss, £6.99, buy it here
On the lash
Ask women what their one can’t-live-without make-up product is and chances are they’ll say mascara.
With new mascaras hitting the market every few months and in-salon lash extensions, perms and lifts on the up, Cult Beauty have seen a rise in sales of lash care products and lash growth serums – to the extent they’ll soon be launching a specific lash care category on their website.
Try: RapidLash Eyelash Enhancing Serum, £39.99, buy it here
With Google searches for ‘microbiome’ (the bacteria on your skin) up by 110% year-on-year, dermatologist Dendy Engelman believes this will become a big skin care focus in 2020.
Brands such as Gallinée and Aurelia have based their entire philosophy around the importance of keeping the skin barrier and its ecosystem of bacteria balanced for optimum health, and we think we’ll see more products containing pre- and probiotics to support the skin’s natural functions.
Try: Elemis Superfood Cica Calm Cleansing Foam, £25, buy it here
Fashion designers have been infiltrating high street stores such as Debenhams, H&M and Topshop for years, and we reckon we’ll soon start to see more high-end beauty brands bringing their expertise to the mass market with affordable collaborations.
Just take a look at perfume entrepreneur Jo Malone’s range for Zara, which just launched to rave reviews.
Try: Zara Emotions Collection by Jo Loves, from £15.99 for a mini set, buy it here