In the Media

“Consumers are far more conscious about their buying decisions than they ever have been. Savvy brands have cottoned on to that, evolving their pieces and collections, rather than ditching one aesthetic and jumping to a brand-new one each season,” says Carla Buzasi, managing director of trend forecasting agency WGSN.

Increased interest in the beauty category can be attributed to the fashion resale boom, according to Jenni Middleton, director of beauty at WGSN.

With sustainability on the tips of everyone's tongues, is it time to wear and re-wear more?

WGSN, tells Forbes: “Chinese consumers, especially the younger generation, are digital-savvy and well informed, with a strong sense of pride in their country. They do not appreciate the exoticization of Chinese culture, and brands need to ensure they do not appear patronizing toward Chinese consumers in their marketing messages.”

Beauty giants are seeing sales decline due to changing consumer tastes and nimble competitors.

"I don't think the word itself is outdated or negative, but it certainly doesn't have the same buzz as an 'experience' or 'concept,'" says WGSN's Senior Retail Editor Sidney Morgan-Petro.

Brands like Dr Barbara Sturm and Chantecaille are betting ingredient-conscious shoppers will treat their kids to the same high-end products they use on themselves.

“It almost doesn’t feel like we’re getting the sudden return of Y2K fashion; it’s been sort of creeping in under the radar for quite a few seasons now,” said Volker Ketteniss, head of menswear at the trend forecasting firm WGSN.

Remember in Back To The Future II when everyone thought we’d have flying cars and self-tying shoelaces by 2015? While we’re not quite levitating our way into work yet, the world has come on heaps in the thirty years since the film was made.

“As the demand for authenticity and radical transparency rises, single ingredient skincare is gaining mass appeal,” says Theresa Yee, senior beauty editor at WGSN.

As more shoppers open their wallets for eco-friendly products, trend forecasting company WGSN has mapped the sustainable consumer trends most likely to gain traction in 2019.

For SS21, innovative colour system Coloro has worked with sister company WGSN’s trend forecasters to pinpoint five key shades, the result of years of research, which they predict to make a big impact in the world of wellness.