The future of beauty

London – Global beauty is coming of age and embracing a new holistic, realistic and naturalistic identity, say industry experts.

• Experts shared their predictions for the future of the industry at our recent Beauty Futures Forum
• From mindful beauty to mobile-first strategies, pioneering brands are signposting the trends and formats that will change the sector in the coming years

Examining five emerging trends, industry leaders including Sharmadean Reid, founder of WAH Nails, and Savannah Sachs, UK managing director of Birchbox, say the future of beauty will be defined by new technology.

‘I think the future of beauty is augmented reality, being able to preview looks before you try them on your face,’ says Reid.