Global trend authority WGSN has revealed four key themes that will drive the beauty industry in the coming years in its latest whitepaper, Spotting the beauty trends and markets in 2020.

Revealed at International beauty trade show Cosmoprof, the report identifies four macro trends that WGSN predicts will change the face of today’s beauty industry: Next Generation Genetics, The All-Clusive Consumer, The Always-On Assistant and Nature Hacking.

Next Generation Genetics encapsulates emerging technologies combined with a back-to-basics focus on our unique physiologies, with DNA and medical history contributing to ultra-bespoke beauty solutions.

The All-Clusive Consumer follows the approach that ‘one size does not fit all’, and will see the market opening up to a diverse set of dermatological needs, skin tones and genders.

The Always-On Assistant encompasses the changing customer journey, including the introduction of interactive technologies, enhancing both online and real world experiences through VR training tools and AR-assisted make-up discovery.

Finally, Nature Hacking refers to a stripped-back, natural and sustainable offering, such as proteins derived from salmon and rapeseed waste for nutrient-rich skincare, or cosmetics coloured using red radish, pink sweet potato and elderberries.

Petah Marian, Senior Editor Retail Intelligence at WGSN, says: “The global beauty industry is undergoing seismic change that will call for vast innovation and adaptation. Our beauty regimes will only become more holistic and personalised come 2020, thanks to technological advances in fields from ecological sourcing to AR/VR applications and DNA tailoring. Ultimately, 2020 will see technology and Mother Nature join forces to meet the needs of an increasingly socially-conscious and culturally engaged consumer. It’s vital that beauty leaders are tuned into where the beauty industry is going, what the growth opportunities are, and how to plan for them in advance.”