What lies AHEAD

What’s in store for 2019? We ask industry experts  for their predictions on what trends will impact  the Middle Eastern beauty market this year

The dynamic beauty industry is constantly evolving and anticipating trends for the year ahead will help you stay ahead of the game. Globally, market intelligence leaders have already aired their forecasts for 2019 and a key theme for our industry is sustainability.  In fact, Mintel has named “sub-zero waste” as 2019’s biggest beauty industry trend with efforts focusing on plastic reduction and decreasing water consumption. Global trends forecaster J. Walter Thompson Intelligence concurs, highlighting in its The Future 100: 2019 report that waterless treatments, such waterless manicures and pedicures, will become increasingly popular. Meanwhile, in terms of style, red is predicted to be sought after colour for lips, hair and nails throughout  the next 12 months. While general global trends are important and will undoubtedly impact your business, being aware of local or regional trends is even more essential. With this in mind, we get the gen on what’s hot or not in GCC this year.

Style Trend: Slick and shine “Advanced technology means we are observing great progressions  in product design and creative techniques in the make-up artistry. Bold application techniques, complex product textures, bright colours, elements of special effects in almost everyday make-up and futuristic looks are at the forefront of leading make-up trends both worldwide and in the Middle East. Glossy and wet face effects, created with the help of advanced foundations and contouring products, will be a top trend. Metallic and shining pigments will be used for day make-up and to create more glamorous looks. The main lip colour in 2019 will be scarlet. On the eyes, the emphasis on the lower eyelid will continue to be an important trend and we will see shining pigments used in the corners of the eyes. Like for skin, a shiny, wet effect for the eyelid will be in demand. We will see metallic pigments used on both the lips and eyes to balance make-up in various colours such as blue, green and orange, etc. Combed up thick broad brows continue to be the hot trend in 2019!” Predicted by: Sumaiya Al Riyami, managing director, Maryana Cosmetics, Oman and UAE

Skincare Trend: Clean Beauty “Clean Beauty” will grow as one of the biggest trends in regional consumers’ minds. Although there has been a definite move towards improving the quality and provenance of ingredients used in beauty products worldwide, there will be a greater move towards ‘clean’ beauty products, free of ingredients like silicone, parabens and sulfates. Plant-based beauty, just like plant-based living, is becoming more popular and we observe that more and more brands are seeking to put this at the forefront of their ideology. Regional consumers are becoming savvier and recognise the important of clean, natural ingredients in skincare. Therefore, we expect to see more cosmetic products and lines containing ingredients like kale and algae, which are not only good for the body, but also for the mind too. Another big trend we expect is that active ingredients in skincare products like peptides, or other anti-ageing ingredients will be reformulated into “boosted” versions for consumers who want to get the most from their products for as little outlay as possible. In their everyday skincare routine, people will co ntinue to appreciate products that can target specific skincare concerns like blemishes, dark spots, fine lines and wrinkles.” Predicted by: By: Sumaiya Al Riyami, managing director, Maryana Cosmetics, Oman and UAE

Eco Trend: Sustainability “It’s not altogether new, but over the past few years there has  been a definite move towards eco-conscious and healthy consumption, which has grown  year on year, and in 2019 I believe this trend will continue to rise.  Even if consumers are still struggling to be sustainable in their daily lives, they are now thinking with a sustainability mindset and therefore expect brands to consider the environment and the impact they are having on its future when it comes to the way in which they manufacture their products. Consumers are more interested in the production ethics than ever before: the products have to be eco-friendly as much as effective. Consumers are also looking to know more about product composition. This is true for what they eat and also for what they apply on their skin and on their hair. At EIDEAL, we have the same concerns and that’s why we chose to partner with Davines two years ago. This B Corp certified company develops products made with more than 75% of natural or natural derived ingredients, using energy from renewable sources and packaged minimising their environmental impact.” Predicted by: Haysam Eid, Managing Director of EIDEAL

Product Trend: Instagramable design “The other main trend for 2019 is directly linked to the major influence that Social Media has in the digital age. As Social Media platforms can directly impact beauty purchases (especially true with Instagram) brands have to think about the look of a product as much as the packaging. The product has to be efficient but also eye-catching in terms of its appearance. In February, we are launching a new curling iron line called LOOP and we worked as hard as we could to produce a high tech tool with an “instagramable” design.” Predicted by: Haysam Eid, Managing Director of EIDEAL PB

Hair Style Trend:  ’60s Locks “There are a few former hair trends set to make come back this season and one is ’60’s styles. Though we’ll take inspiration from that decade, styles will have a modern twist with long hair being textured with a Brigitte Bardot heavier fringe, making this look very sharp. The medium length bobs trend will remain but in 2019, they will take a very textured approach with strong layering around the face but with very soft ends. As for hair colouring, the colour making a statement this year is a very gold copper with hues of velvety brown. This can be very wearable on different levels and always looks extremely expensive and luxe on the right skin tone. Generally, I think the Middle East is becoming a very fashion forward region and it is very refreshing to see our clients becoming more experimental with their hair especially since this region  has always been very prone  to coveting extremely long and very polished hair. I believe this season will see some amazing  and fresh looks around our city.” Predicted by: Kelly Cyndrowski salon owner and creative director of Salon Ink