Editor's Picks: The top three beauty trends that will define 2022
Our ever-evolving relationship with beauty will mark a new milestone in 2022. The pandemic has caused a massive shift in what we expect from our beauty and personal care products, as well as the roles that they play in our lives. What we used to take for granted - for example, the definition of “pretty” - may well already be out of touch.
I’ve been a beauty insider for almost 14 years now. I noticed throughout the years that relevant products are relevant NOT because they’re good, well-priced, or particularly useful. The ideas that power their use determines what actually makes them “trendy”. Here are three trends that I think will define 2022!
The “girl gaze” makeup
Remember when us women were brainwashed into thinking that we should wear makeup so men will like us more? When we were pressured to wear makeup for the single purpose of looking “pretty” according to men? It’s been a long time coming, but the pandemic has sounded the death knell for makeup solely for the male gaze.
The New York Times has identified this idea saying, “Modern makeup is meant to reflect what’s going on inside; it isn’t about looking hot or as if you’re not wearing any at all — it’s colorful, expressive, imperfect and meant to be seen…Enter ‘girl gaze’ makeup, a new middle ground that’s expressive yet still simple in its application and, most important, wearable.”
This means lots of bright eyeliners, jewel-toned or pastel washes on the lids, and high-octane lip colors on a dewy skin base. It’s makeup that’s meant to stand out in a Zoom call or a party outside with friends. Unlike trends in the past that focus on corrective makeup (contouring the face, mattifying, and full coverage base products to name a few), “girl gaze makeup” is meant to be imperfect. It’s supposed to be a little crooked but a lot of fun. This mirrors how many of us feel like most days.
Marian Lao-Siggaoat, the Co-founder/Brand Director of Filipino cosmetics brand Ready Set Glow says, “A lot of people lost their confidence during the lockdown. But after a year and a half of hibernating, people are ready to feel good about themselves again! We can already see the return of joy and fun in cosmetics – our Badass Gel Liners [ultra bright eyeliners in jewel tones] have recently been sold out!”
Maja Salvador wearing Ready Set Glow
AC Bonifacio wearing Ready Set Glow
Hair care as skincare
We used to think of hair care much like we used to think of body soap as facial wash: just something that you need to do every day and not think much about. But with movements like the Curly Girl Method and the popularity of bright Manic Panic dye jobs come the rise of hair care beyond than just shampoo and conditioner. Brands like Aveda, Briogeo, Ouai, Coco & Eve, Olaplex, and Kerastase have led the way with unique and extended product offerings, but a step beyond is the fine line between skin and hair care completely disappearing.
Vogue calls it the “skinification” of hair, that is, “the industry’s shift toward all-encompassing scalp care to sustain stronger, healthier-looking strands.” New York City trichologist Bridgette Hill tells Vogue, "Depending on the condition and health of the scalp, a regimen—whether it is weekly, bi-weekly, or monthly—should be adhered to." We want to think of hair care the same way we do our skincare, following the basic steps of cleansing, exfoliating, and moisturizing our scalp according to what it needs.
W Magazine has observed that hair products now have what are traditionally just skincare ingredients, running the gamut from BHAs/AHAs, hyaluronic acid, micellar water, collagen, to niacinamide.
Jill Baysa, Senior Manager at the Skincare and Haircare Division of Luxasia Inc. says, “Same with skin care, hair care addresses different concerns. For me, with the added stress from the pandemic, I noticed that I have an increasing amount of falling hair. To reduce my hair loss, I use Invati [from Aveda]. I view having a hair care regimen not as a trend but as part of everyone’s routine. More and more, social media (specifically Tiktok) help promote and encourage the steps needed to achieve healthy and strong hair.”
Angela Dinglasan, President of local hair care brand Zenutrients says about the trend, “Honestly, Filipinos have always cared about their hair as much as their skin. The difference now is diversity! Whereas before there was one standard (AKA: super straight, long black hair), diversity is finally being embraced and encouraged as beautiful. You want your hair gray? You have a super cute pixie cut? Are you able to rock natural curls? Then now you can find hair solutions that work for you, it’s no longer one-look-a-must-for-all.”
The rise of sex-positive products and toys
Products for pleasure fall under the category of personal care. Just go into any Watsons and Mercury Drug to see small sex toys, lubricants, and condoms. There are also products that we use for our reproductive health, such as pads, tampons, and menstrual cups.
There is so much shame around this category for women, especially here in the Philippines. Ever sent a friend to buy a pack of condoms or tampons because you feel too awkward about doing it yourself? But now that women are having a healthier relationship with their sexuality, we’re starting to demand more from this underserved category. Brands like Dame, Mystery Vibe, and Unbound have been successful in creating products by women for women, without the baggage of shame.
Dr. Rica Cruz, sex and relationships therapist and founder of local sexual care brand Unprude, shares, “The pandemic and the subsequent lockdowns opened us to know ourselves more, including our sexual selves. This process of exploration led us to see sex in a different light. We are now beginning to accept that sex is part of our normal lives, and nothing to be self-conscious about; that loving sex is not about being bastos, lewd or vulgar, but about knowing respect, pleasure, and freedom.”
She adds, “Slowly, we see the benefits of products that serve our sexual health needs - like sex toys, lubricants, condoms, and menstrual products, among others. These products are what we carry in Unprude. And we are hoping that through Unprude, we get to achieve the goal for all of us to think with sexy minds and be sexually unashamed.”
Czarina Mae Noche, the official distributor of Intimina menstrual cups in the Philippines, says, “This pandemic has deprived us of human interaction so it’s not surprising that the sales of sex toys and menstrual cups has skyrocketed the past two years. Menstrual cups are slowly catching up too. And to be honest, it’s the best time to learn how to use one now while we’re all stuck in the comforts of our home.”
