Letter From the Editors: Reflections

Tis’ the season of massive promotions/sales, influencer giveaways, and more spam from your favorite brands than you can handle. If you live in New York City, it is the time of the year when the city is a buzz with gleeful anticipation. It is when you reflect on the year that is ending and plan for the one that is ahead. The Indie/Clean/Green Beauty industry is no exception. 2018 has been a significant boon for clean beauty and the focus on the health of the skin rather than trying to mask its imperfections. That said there have also been strides in the quality of clean makeup products and a push from brands that weren’t clean beauty brands to remove potential toxins from their products and or produce clean lines alongside their usual offerings.

Five trends we hope continue in 2019

Holistic approach to beauty. This year brands recognized that the average beauty consumer is getting smarter and or more informed. but more importantly they care what is in their products and won’t buy those with ingredients that are potentially harmful. There was a significant increase in beauty products featuring organic and plant-based ingredients. Ingredients trending in food brands, including turmeric, moringa, coconut oil, and probiotics, are being integrated by beauty brands and vice versa. However, with this has also come an increase in “greenwashing” where brands claim their products are organic or natural when they aren’t. As consumer awareness and regulatory scrutiny improves it will be increasingly difficult for brands to “fake it”. The “In the Kitchen” section of our blog has several articles about ingredients that can be consumed and applied topically for maximum skin benefits.


Representation is important but pandering is obvious and not appreciated. Fenty Beauty made its mark in 2017 with its massive range of foundation shades and other brands followed suit in 2018. However, this was not entirely true for clean makeup brands. There is still a lot of work to be done to expand shade ranges and develop products with sufficient pigmentation to show up on a wider range of skin colors. We hope the push for increased representation isn’t a trend but rather a permanent behavioral shift.


The rise of the social beauty enterprise. We want to continue to see beauty brands that focus on empowering and or uplifting women and their communities. Brands that don’t just give back at Thanksgiving/Christmas but weave it into the fabric of who they are as a beauty brand. There was an increase in beauty brands exploring agriculture technology and partnering more closely with farmers for ingredient sourcing. Check out our post on “Social Change and the Beauty Industry” to learn more about a few of our favorite brands operating in this space.


Technology leads the way. The beauty industry has really embraced technology this year; including, high-tech overhauls of product development, manufacturing, pricing & distribution, marketing & merchandising functions. A huge re-focus on enhancing the customer experience yielded sensor-based skin scanning devices, hydrogel face mask makers and the use of artificial intelligence to provide consumers with personalized skincare recommendations.

Direct-to-consumer business models. New brands are skipping the buy-in from the traditional wholesale model and going directly to the consumer through viral campaigns, experiential product launches, and top quality and value product innovation.

What are the trends you loved in clean beauty this year? Comment below and let us know what you are excited about seeing more of in 2019.

Until then, thank you for your continued support and happy holidays from our Coup de Coiff family to yours.


Kawthar & Fawziyya