WGSN magnificence tendencies 2023 highlights unsexy magnificence as motion to observe, including to Mintel, NielsenIQ and Verve



This month, world magnificence pattern forecaster WGSN launched its High Magnificence Developments for 2023 and Past​ report, and in amongst the actions set to form this yr was: ‘unsexy magnificence’.

‘A brand new period of hyperrealism’

In accordance with WGSN, magnificence customers would proceed to name for hyperrealist requirements throughout the sweetness and private care class, finally driving change at model degree.

“A brand new period of hyperrealism will stoke urge for food for merchandise that deal with ‘unsexy’ subjects, with manufacturers and customers embracing and revelling within the ‘ick issue’,”​ mentioned the report.

The market would see manufacturers creating merchandise and options for points “as soon as thought too embarrassing to debate”,​ it mentioned, from pimple popping and ingrown hairs to underboob sweat and melasma moustaches.

And net searches and social media tendencies have been backing this. On TikTok, movies tagged #BodyHairPositivity had already garnered 100 million views and worldwide Google searches for ‘pimple patches’ trebled from 2020 to 2022, in line with WGSN.

“Unsexy magnificence is beginning to change the discourse of the trade, with merchandise that put a reputation to the problem,”​ the forecaster mentioned.

Shoppers rejecting ‘regular’, tackling ‘taboos’

The ‘unsexy magnificence’ motion tied in properly with WGSN’s beforehand revealed ‘huge concepts’​ and ‘magnificence personas’ to observe in 2024​, that featured the mainstream rejection of ‘regular’.

Clare Varga, director of magnificence at WGSN, mentioned: “Shoppers will say no to regular as they reject magnificence narratives that promote beliefs.”

As an alternative, these customers – coined ‘Universals’ – would give attention to personalised and inclusive designs that catered to all, she mentioned. “They’re redesigning what magnificence means by selecting manufacturers, retailers and merchandise that make them really feel welcome, served and seen.”



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