Skincare is leading the way in 2022 beauty trends

Largely shunned during the pandemic, makeup returned to the spotlight in 2022 with the help of social media. However, it is no longer the core of beauty routines.

These days, skin care products have come to the forefront, with the search for ingredients that are friendly to the skin and the environment. This, in turn, is taking beauty in an entirely more natural direction.

The Covid-19 pandemic has significantly changed beauty habits, but it is not the only factor at play. Social networks, TikTok and Instagram at the forefront, have quickly become big trends, whether in skin care or makeup.

However, while users are having fun sharing increasingly elaborate beauty looks and techniques, skin care is really appealing to people every day. The goal is to achieve a flawless complexion to avoid having to apply endless layers of makeup thanks to your “perfect” natural skin.

Skin care products

On TikTok, the hashtag #skincare already has around 138 billion views, reflecting the public’s love for skincare, especially among the younger generation. Now it’s all about structuring beauty routines around prevention, whether it’s to get rid of blemishes or to protect skin from pollution or the harmful effects of UV rays.

The focus is on tailor-made skin care products based on increasingly effective and natural ingredients to help keep skin fresh and radiant for longer. The trend is such that many celebrities, from Brad Pitt to Kate Moss, Hailey Bieber and Kim Kardashian, have launched their own skincare brands in 2022, which include cosmetics and wellness, and are essentially based on the concept of holistic beauty.

Smooth, thick-looking skin

Wrinkles, blemishes and sagging skin seem to be of particular concern to consumers around the world, regardless of age. According to the first beauty trends report from beauty platform LookFantastic *, salicylic acid is the most popular beauty ingredient in 2022.

“Salicylic acid penetrates deep into pores to clean, unclog and reduce sebum, making it a great product for oily or acne-prone skin,” says Aruj Javid, pharmacist at the cosmetics site. The ingredient is the subject of an average of 60,500 searches per month and its hashtag has no less than 370 million views on TikTok.

And when they’re not looking for flawless skin, consumers reach for all kinds of anti-aging ingredients. The idea is to camouflage wrinkles, fine lines and dark circles, but also fight sagging skin.

As such, collagen, necessary for firm and plump skin, is the second most popular ingredient, averaging more than 60,000 monthly searches and nearly 2 billion views on the Chinese social network.

It is followed by retinol (49,500 searches, 2.4 billion views), which is very popular for its ability to reduce fine lines and exfoliate the skin; hyaluronic acid (49,500 searches, 760 million views), which is popular as an anti-wrinkle ingredient; and vitamin C (49,500 searches, 2 billion views), which is a great ally for dull, acne-prone skin.

The success of TikTok tips

Over the course of the year, the Chinese social network has become the new incubator for beauty trends and tips of all kinds, allowing users to express their creativity.

Countless techniques, from the innovative to the old, have made their “appearance” on social media in 2022, starting with “eyebrow lamination”, the hottest beauty trend of the year with none other than less than 49,500 monthly searches. on average, and a hashtag viewed 1.5 billion times.

The goal of this technique is to achieve perfectly shaped and especially full and thick eyebrows, so you don’t need to use makeup to fill them in.

This beauty treatment is ahead of other equally original trends, such as microblading (49,500 searches, 2.9 billion views), another eyebrow treatment, eyelash serums (12,100 searches, 530 million views) aimed at increasing the growth, and “eyebrow soap”. (12,100 searches, 350 million views), a technique supposed to fix eyebrow hairs.

Generally speaking, it seems that the most popular beauty techniques are those that seek to reduce time spent in the bathroom, as well as layers of makeup used to compensate for what may be perceived as “flaws.”

But TikTok isn’t just a trendsetter. The Chinese social network can also increase the popularity of certain beauty brands. It is the case of Charlotte Tilbury, which, although already successful before the era of TikTok, is now the most popular brand on social networks.

The brand saw no less than 450,000 monthly searches in 2022, while its hashtag has been viewed 1.7 billion times. The same goes for The Ordinary, the most popular skin care brand of the year that many users discovered on TikTok.

According to LookFantastic’s report, the brand is subject to an average of 135,000 monthly searches and its hashtag has no less than 2 billion views on the Chinese social network.

NOW READ: The TikTok trends that (really) made a mark on 2022 beauty routines

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