The cosmetics industry is expected to generate around $800 billion globally by 2023. It is an ever-growing sector with new brands launching almost every week. This creates a very competitive environment and makes it difficult for consumers to choose products, ingredients and brands to try. So how does a brand distinguish itself in this sector?

As a trend for the coming year, it is expected that the general public will be more inclined towards brands that are sustainable, either in their packaging or in their ingredients. Also, the general public will start to opt more for natural cosmetics brands, a category that has been growing rapidly over the last 5-8 years. We must also take into account the importance that the face and body care ritual has gained in the wake of the 2020 pandemic. This factor ties in perfectly with mental health in the beauty world, emphasising the mental benefits of taking time out to pamper ourselves.

That said, it should be borne in mind that trends are just passing trains that give the impression that by not jumping on the bandwagon, they risk being forgotten. On the one hand, there are the big companies, which are quick to jump on the bandwagon and sometimes opt for greenwashing their products. On the other side are the small companies or those born at this time of change, which are already coded with these values.

The Piel-e Cosmetics team believes that the key is a perfect cocktail between where the packaging comes from and its quality. Where the ingredients come from and how sustainable they are. Where it is manufactured and what quality standards exist. How it is sold, referring to what sales and marketing strategy is used, as a price war can break the supply chain and resort to cost-cutting solutions. What is the philosophy of the brand and what does it bring new to the market. How interested it is in innovating and not just making use of trends. And finally, whether it inspires consumers to take care of themselves, to have a global vision of the industry and to be aware of what is really sustainable. Buying less and better will always be the most conscious and beneficial solution for us and the future.  These should be the most basic standards, the starting point towards a more conscious industry.