Our beauty, health & wellness macrotrend in 2022 explores how scientific evidence is driving the healthification of the beauty industry. Against the backdrop of a global pandemic and its consequences, and the unrelenting climate crisis, the beauty and wellness sectors are tipping in a new direction – that of expertise.
Around the world, consumers have been exposed to watching, reading about and listening to experts advising the public on best practice for our health and lifestyles. In turn, global societies have become more trusting of such figures than ever. According to the Edelman Trust Barometer 2022, scientists are now the most trusted (75%) of all societal leaders, ahead of national health authorities (63%) and government leaders (42%).
As the name of this year’s macrotrend suggests, Accredited Beauty is on the rise, built on the pillars of expertise, exploration, evidence and certification. This comes at a time when beauty narratives risk spiralling into greenwashing and false claims that could fuel cynicism among customers. Add to this surging inflation and the resulting price increases for beauty and wellness, and companies are having to bring their expertise, research and accreditation to the fore, not only to prove the worthiness of their products but also to inspire spending.