Healthy social experiences and home DNA testing to impact beauty market

Home DNA testing will take hold of the beauty market this year as more people seek access to personalised goods and services, according to analyst Euromonitor.

The Top 10 Global Consumer Trends for 2018 report said the trend appeals to “consumers’ increasingly healthobsessed and self-centric sensibilities”. Genomics has already made waves in the industry, with companies like Geneu operating on the idea that skin ageing is largely influenced by genes rather than simply external forces.

The process results in a bespoke prescription of serums for customers based on what their DNA says about how their skin will age.

Euromonitor cited Credence Research figures that predict the global genomics market will grow to USD $340 million (£243m) by 2022, from $70m (£50m) in 2015.

The report also said 20–29 year olds will be best targeted with experiences that allow them to spend time with loved ones and take part in “healthier social alternatives” to clubbing or drinking, such as beauty or spa experiences that focus on teaching rituals for clean living

inbrief

// Tonje Fjeldeberg Elshaug of Alfaz del Pi, Spain, was crowned Novalash’s Lash Artist of the Year 2018 at the company’s LashOff competition in Houston, US. Novalash CEO Sophy Merszei said: “Tonje earned this honour for her flawless technique and devotion to safety.”

// Make-up brand Mii Cosmetics, manufactured by Gerrard International, has signed a distribution partnership in Cyprus with Relia Trading. The two companies met at Professional Beauty London 2017. The deal brings Mii’s international presence to 20 countries.

// Urban Massage, the on-demand mobile massage app, is teaming up with a range of pro skincare brands to offer The Urban Curates collection – a set of at-home treatments. The first collaboration was with Neom Organics, offering exclusive Sleep and De-stress massages. Urban Massage has also recently acquired online beauty and wellness marketplace Freauty.

// Titanic Spa in Huddersfield, Yorkshire, scooped the Wellness Retreat of the Year title at the Travel & Hospitality Awards 2018, which recognises the best places to visit in the world.

// HD Brows has updated its training, introducing The Pro Class, covering doublehanded threading and how to soften coarse hairs with the company’s Brow Lightening Treatment; and the Masterclass to teach pro stylists Brow Extensions and Express HD Brows – a faster version of its signature treatment.