Here are the biggest beauty trends from around the globe according to Net-A-Porter
There's a lot that businesses can learn from your habits. Netflix showed that to us when they revealed amusing facts about some of their customers, like the woman who streamed Bee Movie 357 times in 2017 or that American Vandal was the show that people devoured (ie watched more than two hours a day of).
But in the beauty industry that is often shrouded in mystery, it's pretty fun to lift the curtain once in a while and see what's really behind. Case in point, when we attended a trend presentation with Net-A-Porter's beauty director Newby Hands, we learned some interesting insights about which products sell themselves, which do well in specific territories and which categories are really growing. Net-A-Porter is celebrating its fifth year retailing beauty and along the way have picked up juicy tidbits on what women truly want from its global, well-heeled customer. Here are some key takeaways.
THESE ARE THE BESTSELLING BRANDS
Net-A-Porter offers a curated selection of the best brands from around the world, and while it does retail big, commercial brands depending on the market, it's no surprise that the names that do well are more niche. Top-selling beauty brands on the portal include Charlotte Tilbury, Slip (a range of silk pillowcases and eye masks), Hourglass, Nars, Christian Louboutin (yes they do lipstick and nail polish too) and hair brand Oribe.
GLOBAL BESTSELLERS CUT ACROSS ALL CATEGORIES
Think you can't sell fragrances online? Hands begs to differ, as one of the top sellers is the Discovery Set by cult perfumer Le Labo. Also selling exceptionally for Net-A-Porter are the Active Botanical Serum by Vintner's Daughter, a silk eye mask from Slip and The Super Elixir by Elle Macpherson. And in line with the dominance of Charlotte Tilbury — apparently Texan women go crazy for her — two products from the brand, the Magic Cream and the Matte Revolution Lipstick in Pink, do exceptionally well.
THE BESTSELLING LIPSTICK SHADE ISN'T RED
Yes, you heard right. The number one lip product is pink lipstick, followed by a pink lipliner. The third bestseller is actually beige lipstick, which makes sense when you think of the 'my lips but better' trend. Another surprising insight? French women are not buying red lipstick anymore, as even they are moving towards pink. The only women who really love their classic, red lippie? The sophisticates from Los Angeles, New York and Singapore.
EVERY COUNTRY AND CITY HAS ITS FAVOURITE BEAUTY PRODUCTS
In New York, moisturisers and candles do well, as women lead such fast-paced lives, they need efficient results and to unwind quickly. In Canada, devices and perfecting tools sell like hotcakes, perhaps because there is not as easy access to dermatologists. Singapore-based women are buying luxury skincare, brands like 111SKIN, face masks and luxury powders from brands like Chantecaille and Charlotte Tilbury. In Los Angeles, which is one of the most interesting beauty markets according to Hands, supplements, serums, masks and even crystals do well. In Dubai, the women are global beauty connoisseurs who love finishing products like tools, brow and nail treats and where even Lipstick Queen's colour-changing green lipstick sells well.
DIPTYQUE BAIES IS THE ALL-TIME FAVOURITE CANDLE
Okay, we have to sheepishly admit that our personal favourite candle with the pleasantly unobtrusive berry scent is kind of the basic bitch of candles. But hey, if it smells good, the people will buy it. In general, candles sell well on the portal, probably because of the wide selection and the competitive price points.
WOMEN DOCTOR BRANDS ARE ON THE RISE
There was a time when the male dermatologist was king. And although male-fronted doctor brands are still growing steadily at around 50 percent, female doctor brands are exploding with 200 percent growth. Among the most prominent female doctor brands is Dr Barbara Sturm.
WOMEN ARE BUYING BEAUTY ACCORDING TO THEIR FASHION TRIBE
Love Saint Laurent? It's likely you favour edgier brands like Illamasqua, the Beautyblender and Artis Brushes and are splurging on dark red lipstick. A Chloé girl when it comes to fashion? Chances are that you'll purchase things like organic haircare and skincare from brands like Rahua, Aurelia Probiotic Skincare and Sunday Riley. Love the ultra-trendy Balenciaga? You're probably buying Tom Ford Beauty and Burberry Beauty 'cos you love the chic packaging.