Genetic-profiling and virtual reality predicted as top trends for the beauty industry

Skincare informed by genetics and virtual reality in the retail space are among the top trends predicted to shake up the beauty industry as we head into 2020, according to global trend authority WGSN’s Future of Beauty report.

“As technology and Mother Nature join forces to meet the needs of an increasingly socially conscious consumer, our beauty habits are predicted to become all the more holistic and personal come 2020,” the report states.

WGSN’s Insight Team identified four significant movements which they believe will change the face of the beauty industry in the coming years. These include next-generation genetics – researchers believe the analysis of genetics will transform the industry’s approach to personalisation; the allinclusive consumer – emerging markets are driving a cultural shift in the needs and wants of the beauty consumer; the always-on assistant – researchers believe the consumer journey will be elevated by interactive technologies; and nature hacking – as consumers pursue a more sustainable and ecologically sound lifestyle, the industry is responding with a conscious gravitation towards products and techniques which echo a desire for clean living.