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According to The Future Laboratory claims of 'natural' will no longer be enough for beauty brands.  In its predictions for 2018, it maintains that 'zero-irritants' will become the new standard in natural beauty.

The agency also believes that we are entering an age of 'Cosmetics Crusaders'. This is in response to the increase in 'make-up shaming' €“ where commentators question women's make-up habits. In 2018, it says, the nascent makeup movement will emerge €“ where women reclaim their right to wear make-up however they want.

CoverGirl's withdrawal of its 20-year-old slogan 'Easy, Breezy, Beautiful CoverGirl' in favour of the new tagline 'I Am What I Make Up' is a sign of this, it says. Next year, beauty campaigns will focus on the power of make-up as a form of self-expression, and innovative products will empower people to apply their make-up however and whenever they want to.

The Future Forecast also highlights the trend towards 'Active Skincare'. €While more brands will be touting their natural credentials, a new criterion will emerge that doesn't focus on whether ingredients are grown naturally. Instead, it will be about whether they are effective and do not disrupt the skin,€ it states.