Beauty trends in 2010: simple, efficient & safe

body & skin care

As 2009 is coming to a close, what’s the beauty trends in 2010 especially when it comes to organic and natural skin care? According to consumer marketing and consulting firm Mintel in its “Global Beauty Trends for 2010”, the new year will see a rise in the number of people looking for organic skin care products but instead of focusing on certification, they will be more focused on results, efficiency and safety.

Nu Natural
“Nu Natural” is a new vision of natural that is less focused on certification and more focused on results, efficiency and safety. In 2010, beauty products will evolve from today’s trend towards organic ingredients, revisiting attributes like authenticity, provenance and local production.

Mintel Beauty Innovation expects claims like “free from” and “sustainable” to appear in products that simultaneously contain synthetic actives like peptides, hyaluronic acid, ceramides or collagen. Beauty manufacturers will further explore simple formulas, such as infusions and fluids, but they’ll formulate them with a new generation of phytochemicals, anthocyanins and fermented actives.

Actually I don’t quite understand all of this but I can concur with “less focused on certification and more focused on results, efficiency and safety.” I also like the idea of simple formulas. Already, there’s so much confusion with what’s organic and what’s not and while certification is important, the industry isn’t properly regulated so simple formulas without too many ingredients is definitely going to help.

Mintel also predicts the other three beauty trends:

Moody Beauty
Make-up has long been associated with making the wearer feel better, but recent product evolution has seen actual ingredients enabling this. In 2010, consumers will be able to enhance their mood through make-up and skincare, going beyond aromatherapy and simple use of scent.

“Mood Beauty” creates a new beauty space, intersecting psychology and wellbeing with beauty products that offer psychological benefits and ingredients that act on people’s neurotransmitters. Expect manufacturers to make use of textures, temperatures or sounds that affect the mood, as well as innovations like make-up that “switches on and off.”

Meanwhile, the idea of beauty sleep will take on new meaning, as cosmetics claiming to induce positive moods or improve sleep quality inject new life into night care products.

Throughout 2009, there was a renewed emphasis on protection, one of the basic functions of skincare, hair care and color cosmetics. Beauty products offered increasingly powerful shields against not just UV rays, but also physiological and man-made factors.

In 2010, “Pro-Tech’t” will strengthen this shield. Marketing language is already growing more robust, borrowing from computer technology (e.g. “firewalls”). Packaging, too, will expand beyond traditional glass and plastic to materials like neoprene and concrete.

In addition, Mintel Beauty Innovation expects growth in immune-boosting and skin-defending claims, as well as new products that contain ingredients from extreme environments such as the Arctic, Alpine or Desert. Expect more healthcare actives like rhodiola rosea, griffonia and superoxide dismutase to appear in 2010’s beauty products, forging a stronger link with nutricosmetics.

Turbo Beauty 4G
Developing 2009’s “Turbo Beauty”’ trend, “Turbo Beauty 4G” continues to capitalize on advances in biochemistry for higher-tech beauty products. Expect more quasi-medical results and “mix-it-yourself” solutions: at-home kits and cures that offer alternatives to cosmetic surgery and non-invasive procedures.

In 2010, products will increasingly include medical- or pharmaceutical-grade actives and next-generation nanotechnology. In addition, clinical testing to substantiate claims and results will move from prestige into “masstige” (affordable for general consumers but positioned as luxury).

Following the explosion of social media, Mintel also expects beauty manufacturers to start marketing anti-aging products in particular to “digital natives.”


  1. BT says:

    Oh, they are what exactly in my mind for next year, efficiency and safe for sensitive skin. I am sorry to say 100% natural/organic products would not be appealing to me because I think they lack of profound anti-aging effect. I would purchase 100% natural products main for purely moisturizing, or toning, cleansing, lip bam…etc. But considering anti-aging, well-rounded hydration, brightening, I rather believe in strongly scientically proven ingredients like Vitamin A, B, C, E, K, peptides, amino acids, ceramide… or plant extracts derived by advanced technology approach. In fact, many brands that selling natural concept are included potent anti-aging ingredients, I wish they could be more affordable for continuosly usage.

  2. Lucia says:

    Wow! Stunning, thanks for this post!
    I’m interested about Nu Neutral and, in special way, about Moody Beauty.
    I hope that the world of Beauty can grow up in natural way because lots of products, so important and expansive, have the the worst INCI I’ve ever seen..
    I think is better to inform people more and more, and convert all of them to Natural beauty

    And i think Moody Beautty is faboulous ? I love that the products I use can make me feel better, especially in some difficault days (I’m thinkin’ about my exams) or for other situations..
    I really appreciate the idea of Products that induce you positive sensations! I also will need something to improve my sleep quality ?

    Thanks so Much, I love your blog, is so interesting and make me more and more informed :)!

  3. sesame says:

    I agree with you. I would say natural products need to do something for me. If they do not include ingredients that can help my skin, then I don’t want to waste my money and time. And something else I’m particular these days – the technology to deliver the ingredients into my skin is also important.

  4. sesame says:

    I would love to see less of those harmful toxic ingredients in skin care products. But I still see many so-called natural or organic skin care ingredients with so many ingredients…it’s very mind boggling. I wish they can just keep it simple.

  5. Suz says:

    I am assuming that these trends are in singapore and other parts of asia mostly right?

  6. sesame says:

    No, it’s global.

  7. Suz says:

    hmmmm havent noticed all the trends here…beside everything have sunscreen protection and anti-aging products blah blah products which really do no not interest me since…i am more into asian trends…than I guess am not paying attention to products here much compared to asia…

  8. Tyrika says:

    @Sesame I absolutely appreciate your comment; in fact, your line of thinking is what prompted me to start making my own skin and hair care products and eventually led to my own skin and hair care line. I am very curious about one comment you made about the number of ingredients you see listed in the product. Have you actually researched those ingredients to see what they are and what they do? In order to have a product that is on the shelf for purchase, many of the safe, natural ingredients need to be stablized for a longer term shelf life. Additionally, most products are comprised of oil AND water based ingredients, which automatically calls for additional ingredients to help bind those together. I’d ask that you base your buying choices on your investigation of the natural based products you encounter.

  9. sesame says:

    What you have mentioned is fair if the products are going to have longer shelf life. I do accept natural products with some amount of parabens for example at the end of the ingredient lists. I also use products using tocopherol acetate which I was told isn’t completely natural. What I cannot accept is a whole bunch of alcohols (fatty ones included) in the products and high up on the list. In addition, some products add too many citrus essential oils for example and those, while natural can cause photosensitivity. It’s probably okay if you use sunscreens but not all users are aware, or not all users like to use sunscreens.

    In addition, another common knowledge is that only the top 33% of the ingredients matter and the balance has little impact – so my question is why is there need for a big ingredient list? There are a number of natural and organic brands that also promote their products based on simplicity and I think that positioning is good for consumers.

    I do not proclaim to know all the ingredients but I’m learning. This is why I’m also uncomfortable with long ingredient list cos I have to try to figure out what they are and I don’t always know. So the long list naturally turns me off.

    Plus if the product tells me it’s 100% natural and is priced relatively high, my expectations will be adjusted upwards. I expect not to see too many stabilizers and that there is some technology that holds the ingredients together. Btw, I use a range of product now (only available in Singapore but developed in France) that is 100% natural and uses such a technology.

  10. Zulai Luna says:

    What’s wrong with fatty alcohols???

  11. MiuMiu says:

    The fatty alcohols like cetyl, stearyl and ceteryl are used as emollients in skin care but are often wrongly associated with ethyl which IS an actual alcohol.(used in fragrances) Fatty alcohols make skin care products creamy and easily spreadable. That’s what makes them feel good and silky. (unless the product is based on water or silicon) They do absolutely no harm. (and rate 0-1 on Skin Deep) Why do you have problem with them?? Just curious. I think you might have been misinformed about it.

    Parabens on the other side do produce formaldehyde and dioxanne that are truly harmful, and rate 4-8 on Skin Deep. That’s what I would stay away from.

  12. sesame says:

    Yes, they function as emulsifiers and common perception is that they’re good for our skin.

    I’m sorry – I beg to differ especially when it comes to using them in high concentration. My views are against the norm but my experience tells me that products with plenty of fatty alcohols are drying too and recently, I found Dr Nitasha Buldeo, creator of Organic Apoteke sharing the same view as me. She stated that such alcohols can be dehydrating for our skin as well.

    If you’re interested, you can read my entry here:

  13. sesame says:

    Nothing wrong with them if they’re not high up in the list. You can read my entry here for more info:

  14. MiuMiu says:

    I am sorry but I will have to disagree with Dr. Buldeo. (who is she anyway)Her opinion is only one against all the science that you can pull up on Google search. Alcohol denat that is covered in your post is drying for the skin. I agree with that. That’s the alcohol used in perfumery and should not be present in skin care.(people with acneic and oily skin may love it though) However to push the theory that emulsifyers are drying is totally false. They are used in products at the concentration of about 10%, while the rest of the ingredients are water, aloe, bees wax, various butters, oils and extracts. As for the dryness of the skin it depends on the product itself and what’s in it and how much. If the product is lacking oils or hydrating ingredients, it might be drying. One product could be drying and the other could be not. 10% of emulsifyers is not making much difference. So I think it’s unfair that you try to form your view on all the products with emulsifyers just based on one person’s opinion. Sounds biased to me.

    Just the other day you had a review of some MV product that didn’t contain any fatty alcohols and as I can remember there were comments that it is drying and hard to spread, so you had to use a moisturiser with it. I wonder why.

  15. sesame says:

    Frankly, I’m very tired of discussing this over again because everyone thinks they’re right, including myself. I formed my opinion even before reading Dr Buldeo’s article and btw, she’s is the founder of Organic Apoteke with a Masters degree in chemistry and is a Medical Doctor Homeopathy and Dr. of Ayurveda. I wonder how wrong can she be. Plus I’ve also spoken with a beauty expert who is trained in cosmetology and runs a beauty salon and she has the same view as well.

    Anyway, I never said anything about emulsifiers being drying. I only mentioned fatty alcohols. But if you want to go there, then let’s take another look.

    Emulsifiers are included in cosmetics to allow water soluble and oil soluble substances to combine uniformly. Depending on the type of emulsion that is made, the product can feel more oily (ointments) or less oily (creams and lotions). Common emulsifiers include:Lecithin, Polysorbate,Sodium Lauryl Sulfate, Sodium Laureth Sulfate, Carbomer, Cetyl Alcohol, Cetearyl Alcohol.

    Both Sodium Lauryl Sulfate and Sodium Laureth Sulfate are well known to be drying and yet they are emulsifiers. So why is it not possible for the fatty alcohols to be drying even if they serve as emulsifiers?

    As for MV, the zinc oxide content is high and that could lead to it being drying. Anyway, it’s only the Creme de Jour that is drying and not the Creme de Soleil so no need to jump on the conclusion that it’s because it doesn’t contain fatty alcohols. It contains quite a bit of oil and yet it isn’t greasy. Plus, I’ve used sunscreens containing fatty alcohols and they’re drying. So perhaps like what you said, it depends on the formulation but my major gripe is – why must the fatty alcohol be high up on the list if all they serve is emulsifying purpose – I doubt that’s just 10% you mentioned. Or, why the need for a bunch of them in the product? If the product is cheap, I’ll gripe less. If the product is expensive, something isn’t right.

    At the end of the day, everyone is entitled to their own opinion and that includes yours and mine. It just so happened that mine is against the norm. But if you’re happy using products with plenty of fatty alcohols, so be it. As I’ve mentioned, I do use products containing them still but I do not like to see them high up on the list.

  16. sesame says:

    Oh, I welcome opinions that are different from mine. So there’s no need to comment under different names just so to make it seem like a number of people are disagreeing on my views.

  17. Casey says:

    I’m really undecided on the risks of using nanotechnology… especially on sunscreen. Any opinions on this?

    It really sounds so scary yet not really proven yet. ?

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