6 Multicultural Skincare Trends That Will Define the Beauty Industry in 2022

When the pandemic hit a couple of years ago, everyone held their breath to see how it would affect the beauty industry. And, while it’s true that COVID did cause some initial decline in revenue, history tells us that the beauty industry is incredibly resilient. This time is no different!
Today’s trend-driven multicultural consumers are expected to define the US beauty industry going forward. We’re happy to report that rapid growth is expected for the next several years. From even more celebrity skincare lines to fighting maskne, it’s an exciting time for the beauty industry!
Here’s a look at some significant multicultural skincare trends that will define the skincare industry – and how you can stock your shelves – going into 2022.

When the pandemic hit a couple of years ago, everyone held their breath to see how it would affect the beauty industry. And, while it’s true that COVID did cause some initial decline in revenue, history tells us that the beauty industry is incredibly resilient. This time is no different!
Today’s trend-driven multicultural consumers are expected to define the US beauty industry going forward. We’re happy to report that rapid growth is expected for the next several years. From even more celebrity skincare lines to fighting maskne, it’s an exciting time for the beauty industry! 
Here’s a look at some significant multicultural skincare trends that will define the skincare industry – and how you can stock your shelves – going into 2022.

Increasing Demand for Vegan Skincare
The vegan lifestyle has been trending among African Americans in recent years. Skincare ingredients will be chosen more from a cultural and global perspective, with diverse, personalized, and uber-luxurious niche vegan offerings.
In 2022, beauty brands will evolve to accommodate this trend with entire lines of vegan, plant-based, and cruelty-free skincare and beauty products, from invisible primers with SPF to foundations for every imaginable skin tone, specifically targeted to male and female, multicultural consumers.

The K Beauty Trend Is Evolving, But Here to Stay
The majority of multicultural women who follow a daily skincare routine say that natural beauty is where it’s at. Natural, botanical-based skincare trends like K Beauty are still showing steady growth in the US market. 
As many as 9% of women overall are interested in following the Korean beauty (K Beauty) trend, and that number increases steadily to as much as 18% among women ages 18-34. The trend has shown steady growth among US consumers for the last several years. 
Many multicultural brands will continue to launch textures and formulas that echo their Eastern counterparts. That being said, in 2022, you can expect to see a shift to minimalistic skincare routines and multi-tasking products that simplify the previously trending 10-step Korean skincare routine that was so popular in previous years.

Look for More Indigenous Ingredients
The multicultural skincare market has traditionally leaned toward sweet and tropical scents. But in 2022, we expect skincare brands to build formulas around indigenous ingredients like yams and nectars. Manufacturers will choose ingredients for their restorative and therapeutic properties, as well as their beauty benefits. The focus will be on protecting the skin and enhancing natural beauty rather than adornment. 
This trend is about a simpler, more wholesome way of life, including using more natural products on your face and body.

Multicultural Consumers Want Personalized Skin Care Options
Consumers want personalized products they can relate to. Many women aren’t heading to the aesthetician or dermatologist as often as they used to, so they want products formulated for their specific needs, such as DNA-based skincare.
This trend is about caring for the skin from the inside out with personalized supplements and skincare products rich in vitamins, antioxidants, and probiotics. It’s not about covering up imperfections with makeup anymore; consumers want skincare and beauty products that nourish and nurture the skin on a deeper level.

The Work-from-Home Trend Will Continue to Influence the Beauty Industry
Much like last year, 2022 will continue to be all about DIY skincare and beauty. Look for a substantial increase in the number of women and men seeking out products for at-home facials and specialized treatments like at-home cryotherapy to tighten pores and firm the skin. 
Décolletage skincare will continue to be popular because everyone is doing Zoom meetings, and they’re only being seen from the chest up. It looks like body care products of all types will continue to be a big trend going forward!

Men’s Skincare Will Gain Traction
Men are just beginning to delve deeper into personal care, and we’ll see more and more of them become interested in skincare and color correction this year. Men are looking for their own spot correctors and age-defying treatments, and brands will be positioning themselves to fill that need.
For men of color, dark spots and acne on the neck after shaving are a huge issue. Products that even out skin tone, such as tinted lotions, will be huge. And treatments that prevent and correct these issues will also be in high demand.
When it comes to stocking your shelves for this year’s multicultural skin care trends, you’ll want to focus on diversity, vegan products, and minimalistic beauty routines. At-home treatments for men and women will also be huge in 2022. While the pandemic drags on, the beauty industry continues to evolve, grow, and thrive!


OTC Beauty Magazine offers useful business tips and effective selling tools to boost revenue and customer traffic for OTC retailers. The magazine also provides invaluable product knowledge, industry news and insights for retail store owners, manufacturers, distributors and professionals in the barber and beauty supply industry. Contact us: editor@otcbeautymagazine.com

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OTC Beauty Magazine

December 2022

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