As technology becomes more integrated into our daily lives and culture, it has drastically changed the way we view beauty. We see right through Photo-shopped visuals and special effects retouching – a standard of perfection is no longer the standard of beauty.

Beauty has evolved from an exclusive, unrealistic expectation seen on magazine covers to an inclusive idea that promotes acceptance and enhancement of natural qualities through 360° wellness. This holistic view incorporates nutrition, exercise and knowledge of product ingredients to attain beauty inside and out.

See the slideshow: Taking a Holistic View of Beauty to see the examples of the beauty brands and apps that are mentioned below. 

Consumers Are Taking a Holistic View of Beauty

Consumers have begun to see past the superficial product claims, towards a long-term beauty approach that enhances natural beauty by being mindful of all aspects of health, from what goes in the body to what is put on the body. By having beauty routines with realistic expectations, awareness of healthy nutrition and fitness, consumers seek personal optimization from all angles — a total wellness lifestyle.

This holistic view stems from the natural/organic foods movement. Natural and healthy ingredients in our food are desired and almost expected at this point. These expectations have spilled over into the beauty sector, creating a demand for products that make us feel good inside and out, with natural ingredients and benefits beyond superficial beauty.

Apps like ThinkDirty inform and expose toxins found in beauty products. Products from Evoleum are so natural that you can actually eat them. (In the photo above, Oleya serum is being added to food – as shown in Evoleum’s YouTube video.)

Beauty sector cues from mindful fitness include the idea that physical and mental wellness go hand in hand. We desire beauty products that enhance our physical performance and mental state, as well as appearance.

Skincare products like Will for men (by Way of Will, shown in the slideshow linked above) elevate training experiences inside and outside of the gym by using a simple numbering system on the package. 

Beauty services also take on a 360° wellness approach. The PRIV app allows you to book a haircut, workout, manicure, and massage with a central resource right to the comfort of your own home.

It’s More About Enhancing Skin’s Radiance, Not Quick Fixes or Cover-Ups

Beauty routines of the past were about fixing and covering up problems. Now routines are much more preventative and gentle, with technology targeted at the molecular level. They are much more focused on enhancing skin health and radiance, instead of faking it.

This is apparent with the rise of Korean skincare rituals that focus on gentle, all-natural skincare that enhances personal beauty through a multi-step routine. Brands like Peach & Lily sell these 10-step skincare kits that blur the lines between makeup and skincare.

Consumers also want products that will protect them from the elements, both natural and digital. For example, the app Beautiful Me has a visual age diagnostic for skin, with tips and product recommendations.

Products from MAKE give skin a “digital detox” from the harsh glare of digital screens that can dull and age skin. They even have a hashtag- #techsurvival to help explain and share the products.

Technology has revolutionized the beauty industry in many ways, but reinventing the idea of beauty itself has been its most significant contribution. It has given consumers the power to accept and embrace their unique and personal beauty, despite demographic labels.

To thrive during this evolutionary time in the beauty sector, brands should embrace these movements with products that support holistic beauty. Instead of focusing exclusively on quick fixes and cover-ups, meet consumer demands with products that make people look and feel good. The new standard of beauty encourages and enhances individual beauty, from the inside out. 

ABOUT THE AUTHORS 

Samantha Barbagiovanni is Elmwood’s Senior Designer, working with beauty and personal care clients such as L’Oreal and Colgate. She conceptualizes and implements strategic design solutions.

Ning Juang drives innovative design solutions through the conceptualization and implementation of unique brand stories. She attended New York City’s Fashion Institute of Technology and while there was awarded for her work on Estée Lauder Pleasures packaging redesign.

Learn more about Elmwood.