beauty trends 2020
Photograph by Imaxtree

These Are The Beauty Products (and Brands) We’ll All Be Buying Next Year

Get ahead of the crowd and start adding these to cart *now*.

With the new decade just days away, it seems the whole world is simultaneously looking back at what has been and forward to what will be as we ponder what the 2020s will bring. The start of any new year always brings data, too, as we examine what we’ll be shopping for, thinking about and becoming obsessed with in the 12 months ahead. Beauty e-commerce platform Cosmetify has revealed its 2020 report which looks at Google data to determine which brands and products will be at the top of our ‘add to cart’ lists this year – and it seems 2020 is the year of vegan products and celebrity/influencer-led brands.

Looking at the data, Cosmetify was able to determine the top 10 beauty brands on the rise. Stranger Things’ star Millie Bobby Brown’s Florence by Mills came in first with a 15,000 per cent increase in searches from 2018-2019 (which makes sense given the brand only launched this year), followed by US brand RUDE Cosmetics (174 per cent increase), skincare tools brand FOREO (118 per cent), Australian vegan haircare brand Bondi Boost (117 per cent) and PETA-certified skincare brand Bliss (99 per cent). Celebrity hairstylist Kristen Ess’ eponymous range came in sixth, followed by SUVA Beauty, Jeffree Star Cosmetics, Drunk Elephant and Jessica Alba’s Honest Beauty.

As for the products we’ll all be ‘gramming? Unsurprisingly, YouTube beauty star James Charles’ eyeshadow palette topped the list following several sell-out iterations across the past year making it the number one commodity for the beauty-obsessed in 2020. Maybelline’s Tattoo Liner came in second (perhaps thanks to the growing number of graphic liner looks we’re seeing on Instagram?), Urban Decay’s Naked Cherry Palette in third, Maybelline’s Superstay Matte Ink lipstick took fourth and Huda Beauty’s lipstick in fifth. Fragrance dominated the second half of the list, with Versace’s Eros, Bleu de Chanel and Chanel Chance taking out the sixth, seventh and eighth spots respectively. The list was rounded out by Lancôme’s Hypnose Mascara and Glossier’s Boy Brow.

The latter list is compromised of a mix of price points – a point which Cosmetify says reflects the changing attitudes towards lower-priced products. “While luxe beauty is on the rise, affordability is still a factor for many consumers. The stigma that cheaper products compromise quality and performance still exists, but the demand for popular dupes is challenging this notion. Brands like The Ordinary, Revolution and E.L.F. are pioneering in this space with their cult award-winning products.”

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