My Industry

CONTENT:

Introduction

History of Make-up

The start of my industry

A vast variety of beauty industries displayed in a simplified mind map

Trends 2023 growth of the sector

The cosmetic industry UK including Hair, Beauty, and Make-up

Current hair and makeup trends

A case study Anastasia Beverly Hills

The best make-up brand for 2023 in the United Kingdom

Case study from my industry

Conclusion

Referencing

(Fashion show at Edinburgh College)

Personal Introduction

What’s not to like about it? I chose to explore and learn in the industry more than 20 years ago starting with fashion. My study continued in beauty therapy and then I finally moved to media make-up which helped me to gain the skills to apply for a job in the faculty of creative industries.

What has attracted me to be persistent in my industry? Learning, learning, learning is the answer. There is always something new and exciting to learn about. New make-up techniques, new beauty gadgets, new trends, new products, and always new inspirational and innovative ideas, just to name a few.

History introduction

I am going back to the roots of where and why it all started, from the Egyptian era to today's high demands and sustainability. Let me take you back to my favourite era which was the Edwardian era. I always wanted to know and had an inquiring mind about the big jump from huge gowns to normal clothes and the same can be said about the make-up trends.

Looking good was in high demand and that was the start of the beauty salons industry and the facial routines.

(Unknown, 2018)

Ancient Egypt around 3150 BC

Hairstyles in ancient Egypt depended on wealth, age and the society in which a person was situated. Both men and women had shoulder-length hair. The hair was cut short at the neck, or even shaved heads.

If a young boy or even girl, had a shaved head, before they became an adult, would leave a small curl on the side of the head called a lock of youth this was symbolizing a young age.

Later on, they would have a choice of short or long hair. If a young girl had long hair, she would wear braids into the tassels and sometimes they wore pigtails.

Older men and women wore wigs to cover their lack of hair or grey hair. Because Egyptians were often exposed to the sun, the wig helped protect their hair from sun damage.

Old Kingdom women had shorter hairstyles, while New Kingdom women had longer hairstyles. Women wore their hair naturally wavy or in a braided style.

Both groups of women decorated their hair with flowers such as lotus flowers and linen ribbons. Egyptians also used tiaras and beautiful headbands made of gold or garnet, but poor people decorated their hair with fruits and leaves. They also wore headbands around the head to hold the hair in place, as well as hairpins, ivory and metal beads to hold these accessories in place. They wrapped a gold tube around each strand of hair to show their wealth and dyed their hair with henna. Just like women’s hairstyles today, their hairstyles were very unique.

Privileged women refused to wear the veil, but poor women accepted the veil because it was seen as a sign of social mobility. Men kept their hair short or shaved their hair, the richer the man, the more elaborate wigs he wore.

(Depositphotos, n.d.)

Makeup in Egypt and Ancient cosmetics

Men and women in this period wore heavily drawn black eyeliners, for the lips they used orange and red colours.

In ancient Egypt, people believed if they applied make-up, it would have medicinal and spiritual benefits. Make-up around the eyes was used to imitate the gods, get their blessing and also act as a spiritual protection from bad spirits.

For the ancient dramatic falcon eye’s make-up, they mostly used crushed kohl and applied the soot with wood, bone or ivory. They did this, to create an illusion of almond-shaped eyes. The black-coloured eyelids were protecting the eyes from the sun.

For the green shade applied heavily onto the water line, under the eyelids, the eyelids or the brow bone, they used pigment made from Malachite.

This technique was also liberally applied to statues of gods quite regularly.

For adding colour to cheeks and lips, they used stains like ochre, some type of clay, which was separated from the sand and dried in the sun or even burned to enhance its colour to be dipper.

They also mixed red ochre with a resin for a longer-lasting effect, making a first lipstick look.

(Pinterest, n.d.)

Cleopatra used for her lips red ochre, carmine, beeswax, flowers, fish scales and crushed ants mixed together. Carmine, a dye obtained from cochineal beetle resulting in red pigment.

People added all the ingredients to wooden bowls and mixed them with a wooden stick.

Popular lip colours were red, orange, blue-black or purple all from natural ingredients.

Egyptians believed that looking beautiful was very important, not just when they were alive but also after they passed on. They wanted to look nice in front of the gods when the judgment day arrived.

(Pinterest, n.d.)

Perfumes were also used back in ancient times and same as makeup application, nice scents were associated with godliness. To create perfumes they used lilies, sandalwood or frankincense. Which we use today in perfumes and aftershaves. Some essences of nuts and fruits have been used for a nice fragrance.

KY-phi was a famous perfume made from wine, honey, flowers, and berries. To my surprise, they also used this as a drink that had liver and lung healing properties. It was also made into a candy used to freshen the breath.

Cleopatra bathed in rose water where soft and healthy skin was a must for the rich. Olive oil, milk, sea salt, and wax were mixed to create a moisturiser and anti-wrinkle cream.

(Pinterest, n.d.)

Social status

Men and women wore makeup regardless of gender or status.

The status could be determined generally by the applicators and storage in which the makeup was kept. A person with high social status used ivory makeup applicators and had storage containers that were handcrafted so that they could store their makeup products.

Poorer women and men would have wooden bowls to mix the ingredients. Brass bowls were used by wealthy people.

(Serotta, 2020)

An interesting fact is that the products listed below were used thousands of years ago but we are still using them to this day.

Hair dyes in Egypt were simply made from henna plants. This is a dye extracted from the leaves and shoots. They used henna for hair but also to colour their fingernails, that way they expressed social status. Fingers and toenails were always dyed during the mummification. Back then henna was also used to cleanse the skin because of its healing properties. Henna leaves were dried out and then ground up to create a paste.

Perfumes: the same ingredients are still used in today’s fragrances.

Ancient people’s habits influenced future trends: male and female

Pedicure: it has been discovered that Egyptian privileged people got manicures.

Glitter: was used in ancient Egypt and was made from crushed luminescent shells of different types of beetles mixed with a powder. It was not harming nature as the microplastic does now, but it may kill harmless bugs.

Henna, as I mentioned before, was used for different purposes back then.

(Serotta, 2020)

Now we used it to dye the hair and eyebrows. Some people, mainly in southern Asia, used it in wedding ceremonies to be blessed with good health and prosperity in marriage.

The cat eye makeup look that the Egyptians used thousands of years ago is still popular today. It's recreated over and over in movies and theatres.

Wigs were popular in ancient Egypt; they made a statement about a person's wealth and we are still using them today but for a completely different reason. They are part of some people’s everyday lives for medical reasons, but mostly we use them to change characters in Theatre, TV, and Film or simply to change our mood and complement creative makeup look.

Beautify braided hairstyles often used by African people. This style we call cornrows, is usually decorated with an adjustable clip, spirals, and others.

Honey and its sweet healing properties in a liquid gold have been used way before and also discovered in a King's tomb. It was still edible after spending 3000 years hiding away. Today we eat it because it is healthy and we can find honey as an ingredient in different beauty products.

Edwardian Era refers to British history specifically

(Pinterest, n.d.)

The end of the Victorian era in 1901, brought the start of the Edwardian Era named after the short reign of King Edward VII son of Queen Victoria. Start of the twentieth century Britain was known for elegance and luxury among rich people. Shaped by strong women and their extravagant taste for jewellery, fashion trends, and make-up.

This era lasted only nine years and ended unexpectedly at the beginning of the outbreak of the First World War. It also was the last British era to be named after the reigning monarch of the time.

(Pinterest, n.d.)

(designyoutrust.com, n.d.)

(Pinterest, n.d.)

Make-up

Edwardian Make-up era where women wanted to wear make-up, but did not want to look like they were wearing any. Because real ladies did not need to wear make-up to improve their looks. Make-up was only popular and mainly worn by women on the stage or the street workers.

Around the 1900's make-up products were just at the start of existence. Was that time when women began to enhance their beauty with make-up, looking for tips and tricks. Before the 20th century, we only had some perfume and skincare products. One of the unique methods in this era was to achieve a lighter complexion, get rid of freckles, and fade dark spots by eating or applying lemon juice to the face, resulting in a pale-looking skin. Non-tan look was very popular. The lower class worked outside in the fields therefore their skin was tanned, which meant that they were poor. Upper-class ladies stayed indoors or in the shade, that way kept their skin looking pale which meant that they had money.

Also, grease paint was used to lighten the skin but again mainly used by stage performers. It was applied more thinly to the face so that it would look as natural as possible before powder was added.

In the early 1900s, people used extremely toxic cosmetics such as grease paint, known now as theatre make-up, and other products, especially face creams, consisting of toxic metals and chemicals, parabens, talcum powder, lead, coal tar, asbestos, and many more.

At first, make-up was made at home from scratch. Occasionally ladies mixed dyes from cosmetic preparations at their pharmacy, but some brands began to make beauty products such as make-up and cosmetics for women.

The range of make-up products and techniques for beauty facial routine always starts with washing the face with warm water and soap. Then massage the face using witch hazel, coconut or almond oils, petroleum glycerine, and Vaseline to eliminate the wrinkles. Cold cream was used as a moisturiser, layered with powder, rouge, and then powder again. Which we now call the foundation.

Little pots of Rogues were used as blush applied with fingers all over the cheeks and as red lipstick. They came in small metal containers and different sizes. To give a healthy flush to the cheeks. Geranium and poppy petals were used to stain the lips. Powders were very light in colour and came in paper form. A small book with paper that had a powder dust on the surfaces, that could be applied on the desired areas of the face.

For the eye ladies wore gold or silver coloured paste applied on the eyelids. Burn matchsticks were crushed and used to darken the eyelids, eyelashes and eyebrows which were the main focus in the Edwardian era.

A light touch of mascara. Heavy mascara and eyeliner were used after the Edwardian era ended. Blotting papers were also used for absorbing excess oil from the face. Vaseline was used for shiny nails. Cutex, the colourless version of nail polish by Revlon was introduced.

The first cosmetics counter in London, where women could try cosmetics before having to buy them, was founded by a man named Gordon Selfridge in 1909.

Looking good was in high demand and that was the start of the beauty salons industry and the facial routines.

(Alessia, 2010)

Let me introduce you to some of the oldest cosmetics companies in the world

Rimmel first started selling products such as perfumes and progressed to making pomades and mouth rins. In the early stage, the cake mascara wasn't designed for ladies and their eyelashes, but for men's moustaches instead.

Max Factor first started selling handmade rouges, creams, fragrances, and wigs.

Shiseido originated as Japan’s first Western-style pharmacy and the very first product was a toothpaste, followed by skin softening lotion and hair oils.

Maybelline mixed petroleum jelly with carbon dust and the first ever mascara was born. Cake mascara followed and it was a big breakthrough, every woman was after it.

Helena Rubinstein. One of the richest women in the world who formed one of the world's first cosmetic companies. She made her creams at home with an added ingredient called lanolin, a sheep grease.

These companies and people helped change the way women thought about daily routines and cosmetics.

The start of my industry

In 1920, women became more encouraged to wear make-up and try new products. It was undeniable that they were wearing it. Make-up wasn't discreet anymore and became affordable and fashionable.

Cosmetic products and social changes throughout decades

Worldwide achievements that cosmetic brands have accomplished since 1920 are in my interest and this is what I now understand. As before I have mentioned a few well-known brands that were just at the beginning where all of them started

with different products. Over the years it grew to a global success when cosmetics and make-up applications became acceptable back in 1920. The advertisement in newspapers did not have the same effect back then as it did for mouth-to-mouth advertisements.

Max Factor was the first one who spotted the opportunity when movie actresses used the same make-up that was used in theatrical performances. He made sure that his makeup products were part of the unique make-up application on Hollywood's Silver screen since 1930. Movies reached a larger audience and newspaper advertisements made more sense for all social circles. (Maxfactor.com, 2019)

Lisa Eldridge is someone who I follow on social media and admire her work. In the book she referred to what I have mentioned above “cinema, for this generation of women, extended imagining of what women could be” (Eldridge, 2015)

It was translating how powerful this could have been back then for all women who wanted to look like famous actresses.

In 1940 television followed and reached millions of people bringing new customers to the demand for cosmetics and new trends to look and feel amazing. Coloured broadcasting shortly followed in the early 1950s (www.britannica.com, n.d.)

This advertisement helped some of the most popular brands even in today’s market, back then it was Roll-on deodorants inspired by the ballpoint pen or the first toothpaste with fluoride made by Procter & Gamble (COSMETICS INFO, n.d.)

Revlon was popular in 1960 introducing quick-drying nail varnishes and what I like about Charles H. Revson is that he knew exactly how to approach the market. Advertising matching lipsticks and nail varnishes with “exotic and romantic names such as Moon Drops” and others (Encyclopedia Britannica, n.d.)

Revson was an”American businessman who turned a $300 investment into the largest retail cosmetic and fragrance manufacturing form in the United States, with more than 3,000 products and annual sales” (Encyclopedia Britannica, n.d.)

I have learned about an interesting fact that was established in the USA in the 1970s and it is about the safety packaging and the product ingredients in cosmetics that have been put in place by the Voluntary Cosmetic Reporting Program in 1971 (Block, n.d.)

In this era, we have more products that require new formulas, one of them being cream makeup foundation creating new-looking application trends. (Powell, n.d.)

The 80s is my favourite era, with smoky eye look, bold colours, and crazy Madonna or Cyndy Lauper hair trends, it screamed creativity and all of the generations have been inspired by music icons. Wall posters were the new way of advertising and sharing common interests in the USA, UK, and all over the globe. (Powell, n.d.)

In 1990 animal testing was making lots of noise and everyone started to take more interest in what was happening. Through this era, some companies stopped testing on animals and one of the first ones was Avon. (Avon Worldwide, n.d.)

2000 was when I started studying fashion and I remember that back then it was becoming more about beauty treatments and a lot more colleges offered beauty courses. Salons were becoming more popular with relaxing treatments such as massages including aromatherapy, eyebrows shaping threads and spray tans were new exciting treatments. The nails were also shaped in new ways and added lengths.

Today I would divide cosmetic products into two important categories when it comes to advertisement and sale. The first of them will be enhanced, which attracts mainly the younger generation, especially on TikTok. The second category is for

mature individuals who are targeted with clever and catchy words like problem-solving products.

Today’s reality about my industry

With beauty products came make-up that was placed in beautiful containers, from buying it in pharmacies after products were advertised in newspapers, followed by beauty spas and then finally department stores.

Today we have moved to online shopping, where the competition and vast choice of products is unbelievable.

Risk of buying products online: anyone who has access to a credit card can purchase products even if they have little knowledge about sometimes dangerous side effects.

A vast variety of beauty industries displayed in a simplified mind map

Cosmetic products

Professional makeup artists

Cosmetic brands

Retail and E-commerce

Beauty salons and spas

Trends and innovation

Social media and influencers advertise and sell products

Sustainability and ethical practices

Regulations

Global market

Inclusivity- demographics

Economic growth

Trends 2023 growth of the sector

(Sculpteo, 2023)

(Kim et al., 2019)

(Anon, n.d.)

Fashion trends: sustainable fashion continues from previous years and the drive for having sustainable and eco-friendly fashion remains strong.

Ethical practices and production increase the demand for environmentally friendly materials. The upcycling and recycling fashion is still at a steady pace and we can see more countries getting involved. Vinted allows us to sell unwanted clothes and that helps circle more fashion around instead of going to a landfill or ending up in Africa where they have tons of it.

Vinted is moving fast, rapidly extending its audience. Fast and easy to use by many.

What we are now more aware of is a combination of sustainability and technology integration. Wearable tech such as advancements in 3D printing integration is on the rise of new trends in clothing and the expansion of new creative ideas by many.

Statistic fashion industry worth 2023 and growth of the sector

“Revenue of the apparel industry in the UK forecast from 2014-2027 is in billions” (Statista, 2023)

“The UK Fashion industry is worth over 36.2£ billion and brings over 800.000 jobs to the economy” (Internet Retailing, 2023)

(Statista, 2023)

(Internet Retailing, 2023)

The cosmetic industry UK including Hair, Beauty, and Make-up

The fashion industry would not be completed without the input of cosmetic companies. These two go hand in hand. We can see this in magazines, television, social media, books, and mainly at fashion shows such as London, Paris, Milan, and New York. Everyone takes inspiration from the catwalk looks including hair and make-up that is perfectly matched with the outfit.

Online media, magazines, and TV are the main sources of information about the latest make-up, hair, and fashion trends. People could feel overwhelmed by too many products and treatment choices, but beauty experts are just a click away.

Products and services: beauty salons, spas, hairdressers, barbers, skin clinics, freelance make-up artists and others.

Beauty salons offer beauty treatments for women and men.

Here is how we are using make-up and beauty products:

Face: facial routines, cleansing and deep cleansing, day creams, night creams, serums, moisturizing creams, ageing products, facial oils, creams with SPF, and many more are used by us every day, depending on the weather season.

Face make-up: primers, concealers, foundations, and other face products such as highlighters, and bronzers can be applied with fingers or with makeup brushes and sponges.

Eye make-up: the foundation or concealer is used for moisturising the eyelids before applying any other make-up. Applied with fingers or make-up brushes, and sponges.

Eyeshadows: are used to enhance the look. It can be applied simply as one colour or more dramatically by mixing multiple colours using eyeshadow applicators or different types of brushes, depending on personality and time of day, and desired style.

Eyeliners and eye pencils: come in all colours, they are used on top and bottom eyelids. Perfect to create a smoky eye look topped up with an extra eyeliner for a wet-lined look appearance.

Mascaras: are used for natural eyelashes and they make eyes look brighter and bigger. Colourful trendy mascaras come in a wide variety of colours. For a more natural or no makeup look, transparent mascara is perfect.

Eye enhancements: glitter comes in different forms, sizes, and textures usually applied with a brush, and rhinestones and crystals are applied with jewel tweezers or rhinestone pencils.

Eyelashes: eyelash extensions, fake individual or strip lashes are used to complete any make-up look. Lashify is a new generation of fake lashes that are using completely different techniques of application.

Eyebrows: brushed up natural-looking brows, different shapes, techniques, and products such as pencils, gels, powders, and volumising products are used for permanent or less dramatic eyebrow enhancement. Henna is used to colour the eyebrows.

Lips: lip balm for protection against dryness, lip gloss, no lipstick look or hundreds of shades of lipstick colours, different textures, sizes, brands, product packaging, and various application techniques. In 2023 we can find lipstick shades to fit any mood.

Current hair and makeup trends

(Statista, n.d.)

Naturally tanned skin in this century is known as a healthier-looking one. People love to improve their appearance and their mood by enjoying the outdoors. Sun rays are a good source of vitamin D. But even to this day, people of Eastern Asia cultures prefer pale complexion, because they think that lighter skin is more attractive. In the twenty-first century, fake tan is a must for young people. We can buy tanning products in almost every shop and find tanning studios at any corner.

Beauty salons offer endless options of beauty treatments, facials, body massages, nails, and hair treatments. DIY face masks are very popular and made at home from organic ingredients. A hydrating sheet face mask in the form of a single sheet can be also used at home.

Eating healthier diets of minerals and vitamins or a big money maker is to buy cosmetic products that contain these ingredients. Vitamin E creams, C vitamin foundations, and plenty of others with added oils, floral extracts, and peptides.

Makeup, cosmetics, and hair products including fashion are multimillion-pound industries and the third largest market in the UK. In some form, everyone buys and uses these products every day. Vegan and cruelty-free products are widely available online or in stores.

Some beauty products still contain harmful preservatives such as aluminium powder, fragrance, formaldehyde, BHT, BHA, retinyl acetate, propylene glycol, and parabens to extend their shelf life. In the USA chemicals used in the beauty industry has not changed its law since 1938. On the other hand, British and European rules are constantly reviewed and looked at. The safety of cosmetics is monitored very closely, and researching and developing new formulations are more nature-friendly.

Influencing factors

“In the UK, Beauty Bay has become the leading beauty and skincare retailer. High street favourite Boots and Superdrug rank second and third, followed by online stores Cult Beauty and Sephora, who are tied for fourth place.” (Magazine, 2023)

Quality, ingredients, manufacturing process and packaging, certification, no animal testing, and sustainability are the biggest influencing factors that many of us consider while shopping online or on the high street.

(MAC Cosmetics - Official Site, n.d.)

Economical:

Mac Cosmetics has been very successful this year and reached number one in the best-performing beauty brand. “214,477 shoppers having searched for its products on the online retailer website. This company has been searched four million times on TikTok and more than six million times on Google over the year. “ (www.cosmeticsbusiness.com, n.d.)

Case study Anastasia Beverly Hills

(MakeUpTM, n.d.)

Introduction:

Let me take you to the other side of the ocean to the USA specifically to Beverly Hills. From a personal point of view, I would like to understand the history and mainly the business of this favourite make-up brand. Why? Years ago, the first time I tried some of the products on myself just because one of the influencers recommended it, and after seeing the application on several models, I took the risk and ordered products online. Products look luxurious and from a professional point of view, I must say that eyeshadow blends like no other brand. To explain this even further, I mean that the application feels and looks seamlessly blended with the skin.

History of Anastasia Beverly Hills:

Romanian-born Anastasia revolutionised brow and beauty forever, starting in 1998. 90s thin eyebrows and blue eyeshadow made a comeback in that decade. Lip-gloss and glitter were a new trend worn by many in the 90s. What Anastasia did was clever marketing and there was nothing on the market to structure and feel in over plucked eyebrows.

The golden ratio method that we are using daily as beauty therapists and make-up artists is to simply learn how to measure eyebrows so they both look symmetrical, with a perfectly formed arch and stopping on both sides where they look most natural. I use word mapping for this technique.

Two years later she was part of a multibillion-dollar business simply for seeing the gap in the market.

golden ratio (Dazed, 2019)

Currently:

This year celebrates 27th lovely years in the cosmetic industry selling her amazing products in 25 countries. A vast range of items can be directly found on the main website and also with other beauty retailers. Offering products such as eye and face make-up, brushes, tools, cases, bags, and makeup accessories including brow stencils, lip products, blush and highlighters.

Statistics and conclusion:

This company has 504 employees and the “peak revenue was $3.6M in 2022.” (www.zippia.com, 2021)

(Kolmar, 2022)

Summary:

In the USA cosmetics sales reach around $49.2 billion every year. Approximately people in America spend between $250 and £310 per month.

The cosmetics industry is steadily growing at a rate of 3,8% each year.

Globally, the entire cosmetics industry is valued at a massive $571.10 billion. The largest segment holds the personal care products making up 44.4% with a market volume of $253.3 billion.

“Due to the impact of COVID-19, the beauty and cosmetic market experienced an 8% decline in 2020” (Kolmar, 2022)

The best make-up brand for 2023 in the United Kingdom

There is no surprise that Charlotte Tilbury’s Hollywood Flawless Filter is the number one product in 2023. Her creativity has a strong influence on the beauty industry.

Charlotte Tilbury is a make-up artist who in 2013 launched her beauty brand. She followed her vision to bring luxury make-up and skincare products to our homes.

This brand has a strong presence on social media platforms showcasing products, sharing make-up tutorials, and engaging with followers who are part of a strong community.

“10.3M views Discover videos related to Charlotte Tilbury mystery box 2023 on TikTok” (TikTok, n.d.)

Limited edition collections for product sale are good marketing practices to bring attention and create excitement or high demand among individuals.

The annual revenue:

“Charlotte Tilbury has reported a 38% increase in turnover to £310.3 million for the year ending 31 December 2022.” (Smith, 2023)

(Howarth, 2023)

(Warn, 2023)

How is my industry going forward in 2024

Consumers are keener to purchase beauty and make-up products that are not tested on animals, that are natural, and originated from a good source. People are also more aware of the side effects and some of the harmful ingredients in the make-up products.

We are now thinking twice if we are buying, as the prices of items are getting expensive because of the problems with the economy.

This is not limiting innovations and specifically new skincare products to appear on the shelves in department stores.

“The revenue in the Beauty & Personal Care market in the United Kingdom is projected to reach £13.22 bn in 2024. It is expected to grow annually by 2.29%” (Statista, n.d.)

Artificial intelligence:

Will improve the shopping experience with the personalisation of your desired products and it will be easier for brands to reach new or existing clients. It is Hyper-personalisation that allows the beauty industry to analyse faces, colours, and unique features on your skin via specific apps that you can simply download and use from the comfort of your home.

“For the e-commerce giant Amazon, beauty became the fastest-growing product category, increasing by almost 25%. “(www.banuba.com, n.d.)

Edible skincare:

I would say that these days people are willing to try anything to look young. I have seen retinol and collagen be the favourite products added to skin care routines by many influencers on social media.

Edible vitamins are not new, we have been using them for many years, but what is taking over is the clever advertisements that are circulating the internet, and with the start of a new year’s resolution, anyone who wants to be known for trying new things will most certainly go for it.

Increased diversity

“The hashtag #mensskincare currently has nearly 974 million views on TikTok.”

“men’s skincare routine has increased 325% in the past five years” (Howarth, 2023)

Online purchase:

TikTok took over and “Nearly 60% of users have made a beauty purchase after seeing the product on social media and, specifically, 89% of TikTok users have made a beauty purchase after seeing a product on the platform.” (Howarth, 2023)

I must say I am one of those people myself, buying make-up brushes just for 1£ on TikTok and they were perfect. I try to stay away from random purchases but if I need tools, I am happy to look on social media to find it on offer.

A case study from my industry

(Behance, n.d.)

(Pinterest, n.d.)

A current practitioner from my industry: There are so many artists that I have been inspired by. It is hard to choose only one. I follow and take inspiration from makeup artists all over the world. Some of my favourite ones are based in Slovakia, Germany, USA but I will share my personal experience meeting UK professional makeup artist, Karla Powell.

How did their career begin: Karla shared her story with the class when I participated in one of her workshops. As a little girl, she was fascinated by her father. While he was working, she watched every single brushstroke that he made while painting faces.

When she grew up, college was one of the first steps to expanding her knowledge. Until then, she only read books and experienced different makeup techniques.

How long have they been working professionally: When she graduated in 2006 her passion for makeup became a job and she started teaching at a local college.

Karla always wanted to create her own cosmetics and that’s what she aimed for in the early stage of her career. She also had to relocate to London after she got an offer from a big high-street makeup brand, becoming their cosmetic ambassador.

How have they established themselves? (Online, events, networking)

Online exposure started when Karla began writing information about step-by-step makeup applications on her own platform. Today you can find her on Instagram, Facebook, and Pinterest, she also has her own website where you can buy products. Her portfolio website was amazing, that was what I discovered over five years ago, but sadly I cannot find it anymore.

Events: The fashion show in London and New York was when her dreams came true.

Networking: She collaborated with lots of businesses and corporations such as Magnum, BBC, ITV, and others.

What difficulties/ key challenges did they need to overcome:

I have found out that Karla faced challenges when she became pregnant with her son. Her passion was always to create her own business, and it took off in 2013. She only started selling nails and face charts, a set of four makeup brushes, but it was the beginning of something magical. In 2014 after her son was born, she decided that she would rather spend more time at home with her family than travel. Expanding her online cosmetic business adding more makeup products to the list.

Conclusion:

From the first moment that a beauty product touched a random pretty face until now has changed dramatically, but in a good way for consumers and the economy.

The Internet is responsible for the fast-growing interest of people who are willing to experience new products.

YouTube helped to expand our knowledge and educated us about tips and tricks that are useful to many.

Social media moved trends and products quicker off the shelf throughout the world. There are fewer limits on where we can purchase beauty items from. We all follow influencers and celebrities who are using make-up brands and we listen to their recommendations.

Beauty colleges and educational centres bring individuals closer to the dream job that many young people are pursuing.

This industry is unstoppable with its ever-growing ideas and innovations, and for that reason, many of us would find it impossible to imagine our lives without it. Being boring and make-up less is out and new every-season trends are in.

Quality and Education are important as I can experience firsthand already working in the education sector with hair and beauty students. They learn about the responsibilities that come with the quality of services, either working in salons or as freelancers themselves.

Branding is super valuable in this day and age to have a clear brand name and logo to attract the right audience. Big make-up and cosmetics companies have a whole team of people allocated only for this task.

Competition will always be here, in any industry we look at, this is the reality regardless. What is important is the experience and excitement to purchase products or treatments to talk about and share them on social media. Companies spend lots of money on marketing that allows us to see what they offer in the trendiest way possible to not let us resist.

The last two things I would like to write about are testing on animals and what is the biggest problem in the beauty industry.

Testing on animals, we are more aware of what's going on in this industry regarding testing. With the increasing regulations and bans on sales, cosmetic companies adopted cruelty-free practices. They are avoiding animal testing and starting to practise new methods. Overall, there is still some bad news coming through from foreign countries but in the UK and EU, we can safely say that we are moving forward and thinking more about being cruelty-free.

The biggest problem for the beauty industry is “expensive packaging, plastic pollution, and unsustainable resource consumption are huge problems within the cosmetic industry that have devastating impacts on the environment. Beauty packaging alone amounts to 120 billion. units each year.” (Fletcher, 2023)

Referencing:

API, S. (2019). Historical Honey: Ancient Egypt. [online] Local Hive Honey. Available at: https://localhivehoney.com/blog/historical-honey-ancient-egypt#:~:text=The%20Egyptians%20cherished%20honey%20so,edible%20after%203%2C000%20long%20years. [Accessed 03 Jan. 2024].

Eli and Eli (2018). Egyptian Breath Mints - Kyphi (κυ̑φι), Kupar, Kapet. [online] Ancient Recipes. Available at: https://www.ancientrecipes.org/egyptian-breath-mints-kyphi-kupar-kapet/ [Accessed 11 Nov. 2023].

Depositphotos. (n.d.). Portrait of Couple. [online] Available at: https://depositphotos.com/13576411/stock-photo-portrait-of-couple.html[Accessed 03 Jan. 2024].

Pinterest. (n.d.). Cleopatra | Maquillaje de ojos egipcio, Maquillaje egipcio, Maquillaje histórico. [online] Available at: https://www.pinterest.co.uk/pin/461759768036171639/[Accessed 03 Jan. 2024].

History For Kids (2019). Religion of Ancient Egypt for Kids. [online] History for kids. Available at: https://www.historyforkids.net/egyptian-religion.html[Accessed 08 Jan. 2024].

Pinterest. (n.d.). EYE OF HORUS Painting on Authentic Egyptian Papyrus Paper | Etsy Canada | Egypt map, Egyptian art, Papyrus paper. [online] Available at:https://www.pinterest.co.uk/pin/393713192418127800/[Accessed 08 Jan. 2024].

Silver, C. (2020). Hair, Gender, and Social Status in Ancient Egypt. [online] JSTOR Daily. Available at:

https://daily.jstor.org/hair-gender-and-social-status-in-ancient-egypt/[Accessed 11 Nov. 2023].

Unknown (2018). Egyptian Occult History: Lecture: The history of wigs in Ancient Egypt. [online] Egyptian Occult History. Available at: https://egyptianocculthistory.blogspot.com/2018/01/lecture-history-of-wigs-in-ancient-egypt.html[Accessed 11 Nov. 2023].

Itebu, J. (2016). The Role of Cosmetics & Makeup in Ancient Egypt. [online] SwaliAfrica Magazine. Available at:

http://blog.swaliafrica.com/the-role-of-cosmetics-makeup-in-ancient-egypt/[Accessed 11 Nov. 2023].

The Henna Guys. (n.d.). What is Henna. [online] Available at: https://www.thehennaguys.com/pages/what-is-henna[Accessed 11 Nov. 2023].

Serotta, A. (2020). Paint Like an Egyptian. [online] Metmuseum.org. Available at:https://www.metmuseum.org/blogs/metkids/2020/paint-like-an-egyptian[Accessed 11 Nov. 2023].

@NatGeoUK (2020). Anonymous artists invented ancient Egypt’s iconic style. [online] National Geographic. Available at: https://www.nationalgeographic.co.uk/history-and-civilisation/2020/09/anonymous-artists-invented-ancient-egypts-iconic-style[Accessed 11 Nov. 2023].

Sculpteo (2023). 3D printed clothes in 2020: What are the best projects? [online] Sculpteo. Available at: https://www.sculpteo.com/en/3d-learning-hub/applications-of-3d-printing/3d-printed-clothes/[Accessed 11 Nov. 2023].

‌Anon, (n.d.). 3D Printed Fashion Design – Dr. YU Lei & ASW. [online] Available at: https://yulei-dfab.com/2018-2-3dp-fashion/. [Accessed 15 Nov. 2023].

3D Printing Blog | i.materialise. (2012). TIME Magazine names Iris van Herpen’s 3D printed dress one of the 50 Best Inventions of the 2011. [online] Available at: https://i.materialise.com/blog/en/time-magazine-names-iris-van-herpens-3d-printed-dress-one-of-the-50-best-inventions-of-the-2011/.[Accessed 15 Nov. 2023].

‌Kim, S., Seong, H., Her, Y. and Chun, J. (2019). A study of the development and improvement of fashion products using a FDM type 3D printer. Fashion and Textiles, [online] Available at: https://fashionandtextiles.springeropen.com/articles/10.1186/s40691-018-0162-0[Accessed 15 Nov. 2023].

Statista (2023). UK Apparel Market Revenue 2012-2025. [online] Statista. Available at:https://www.statista.com/forecasts/1156059/apparel-market-revenue-in-the-united-kingdom. [Accessed 15 Nov. 2023].

‌Donaldson, A. (2016). The power of fashion | British Council. [online] Britishcouncil.org. Available at: https://www.britishcouncil.org/research-insight/power-fashion#:~:text=Clothing%20has%20always%20been%20big. [Accessed 15 Nov. 2023].

Internet Retailing. (2023). UK Fashion Report 2023. [online] Available at: https://internetretailing.net/report-hub/uk-fashion-report-2023/[Accessed 15 Nov. 2023].

‌Magazine, Y. (2023). The most popular beauty brand in the UK, according to Cosmetify. [online] www.mailplus.co.uk. Available at: https://www.mailplus.co.uk/edition/you/you-beauty/294341/popular-beauty-brand-uk#:~:text=In%20the%20UK%2C%20Beauty%20Bay,store%20in%20London%20this%20spring). [Accessed 15 Nov. 2023].

Shaw, J. (2023). Understanding Your Audience: A Deep Dive into Consumer Behavior in the Beauty Industry. [online] Kadence. Available at: https://kadence.com/understanding-your-audience-a-deep-dive-into-consumer-behavior-in-the-beauty-industry/#:~:text=Quality%20can%20be%20influenced%20by,decisions%20in%20the%20beauty%20industry. [Accessed 15 Nov. 2023].

www.cosmeticsbusiness.com. (n.d.). MAC and Sol de Janeiro 2023’s most searched for beauty brands. [online] Available at: https://www.cosmeticsbusiness.com/mac-sol-de-janeiro-2023-most-searched-beauty-brands#:~:text=MAC%20Cosmetics%20has%20been%20crowned,the%20year%2C%20found%20the%20report. [Accessed 15 Nov. 2023].

MakeUpTM. (n.d.). Anastasia Beverly Hills Nouveau Eyeshadow Palette - Eyeshadow Palette | Makeup.uk. [online] Available at: https://makeup.uk/product/739286/ [Accessed 15 Nov. 2023].

Anastasia BH. (n.d.). The Original Brow Kit - Taupe. [online] Available at: https://www.anastasiabeverlyhills.co.uk/the-original-brow-kit-taupe/14881507.html?gclid=Cj0KCQiAkeSsBhDUARIsAK3tieddT6sGm4xbj7Tj6pBO44-6Dw-7BGx6muDBErtEqMq9WqmQ8csafPoaAnVFEALw_wcB&gclsrc=aw.ds[Accessed 15 Nov. 2023].

Shatzman, C. (n.d.). Looking Back On How Anastasia Beverly Hills Changed Brows And Beauty Forever. [online] Forbes. Available at: https://www.forbes.com/sites/celiashatzman/2022/07/15/looking-back-on-how-anastasia-beverly-hills-changed-brows-and-beauty-forever/[Accessed 15 Nov. 2023].

Dazed (2019). How to get mathematically perfect brows, by Anastasia Beverly Hills. [online] Dazed. Available at: https://www.dazeddigital.com/beauty/article/43075/1/mathematically-perfect-brows-by-anastasia-beverly-hills. [Accessed 15 Nov. 2023].

www.zippia.com. (2021). Anastasia Beverly Hills Revenue: Annual, Quarterly, and Historic - Zippia. [online] Available at: https://www.zippia.com/anastasia-beverly-hills-careers-389364/revenue/#[Accessed 15 Nov. 2023].

Kolmar, C. (2022). 24 Powerful Cosmetics Industry Statistics [2021]: What’s Trending In The Beauty Business? – Zippia. [online] Zippia. Available at: https://www.zippia.com/advice/cosmetics-industry-statistics/.[Accessed 15 Nov. 2023].

www.precedenceresearch.com. (n.d.). Premium Cosmetics Market Size To Hit USD 187.22 Bn By 2030. [online] Available at: https://www.precedenceresearch.com/premium-cosmetics-market. [Accessed 15 Nov. 2023].

www.banuba.com. (n.d.). 2023 Beauty Ecommerce Trends. [online] Available at: https://www.banuba.com/blog/beauty-ecommerce-trends. [Accessed 15 Nov. 2023].

Howarth, J. (2023). 7 Beauty Industry Trends for 2022-2025. [online] Exploding Topics. Available at: https://explodingtopics.com/blog/beauty-trends. [Accessed 15 Nov. 2023].

Smith, S. (2023). Charlotte Tilbury annual turnover rises thanks to ‘leading product innovation’. [online] TheIndustry.beauty. Available at:https://theindustry.beauty/charlotte-tilbury-annual-turnover-rises-thanks-to-leading-product-innovation/#:~:text=Charlotte%20Tilbury%20has%20reported%20a,performance%20in%20the%20UK%20market. [Accessed 15 Nov. 2023].

TikTok. (n.d.). charlotte tilbury mystery box 2023｜TikTok Search. [online] Available at: https://www.tiktok.com/discover/charlotte-tilbury-mystery-box-2023[Accessed 30 Nov. 2023].

Statista. (n.d.). Beauty & Personal Care - UK | Statista Market Forecast. [online] Available at: https://www.statista.com/outlook/cmo/beauty-personal-care/united-kingdom#:~:text=Beauty%20%26%20Personal%20Care%20-%20United%20Kingdom&text=The%20revenue%20in%20the[Accessed 20 Nov. 2023].

Shopify. (n.d.). What Is Branding? Branding Definitions and Benefits. [online] Available at: https://www.shopify.com/uk/blog/what-is-branding#:~:text=Branding%20is%20the%20process%20of. [Accessed 15 Nov. 2023].

Fletcher, C. (2023). The Environmental and Health Impacts of the Cosmetic Industry. [online] Earth.org. Available at: https://earth.org/environmental-impacts-cosmetic-industry/#:~:text=Unfortunately%2C%20things%20like%20excessive%20packaging. [Accessed 08 Jan. 2024].

Munro, C. (2023). Why the New Licensing Ban Is Not Enough for Animals in UK Laboratories. [online] PETA UK. Available at: https://www.peta.org.uk/blog/cosmetics-testing-ban-pledge/.[Accessed 08 Jan. 2024].

Warn, G. (2023). Value of Beauty 2023: UK industry champions SMEs and retains high street stronghold. [online] The British Beauty Council. Available at: https://britishbeautycouncil.com/value-of-beauty-2023-smes-highstreet/.[Accessed 08 Jan. 2024].

Pinterest. (n.d.). Food Inspired Make-up & Hair Designs | Vegetable dress, Flower fashion, Fashion art. [online] Available at: https://www.pinterest.co.uk/pin/139963500892976506/[Accessed 15 Nov. 2023].

Behance (n.d.). Karla Powell on Behance. [online] Behance. Available at: https://www.behance.net/karlapowellmua [Accessed 22 Sep. 2023].

Karla Cosmetics. (n.d.). Karla Cosmetics - Dream Together. [online] Available at: https://www.karlastore.co.uk/pages/frontpage. [Accessed 22 Sep. 2023].

www.shiseido.co.uk. (n.d.). History. [online] Available at: https://www.shiseido.co.uk/gb/en/about_history.html. [Accessed 08 Jan. 2024].

Maybelline.co.uk. (2018). Maybelline About Us - Company Information, History, & Mission Statement for Maybelline. [online] Available at: https://www.maybelline.co.uk/about-maybelline. [Accessed 10 Jan. 2024].

www.cosmeticsandskin.com. (n.d.). Cosmetics and Skin: Greasepaint. [online] Available at: https://www.cosmeticsandskin.com/bcb/greasepaint.php. [Accessed 10 Jan. 2024].

Reddy, K. (2018). 1910-1919 | Fashion History Timeline. [online] Fitnyc.edu. Available at: https://fashionhistory.fitnyc.edu/1910-1919/.[Accessed 10 Jan. 2024].

Glamour Daze. (2018). Past becomes Present in Colorized Photographs. [online] Available at: https://glamourdaze.com/2018/05/past-becomes-present-in-colorized-photographs.html. [Accessed 10 Jan. 2024].

Pinterest. (n.d.). Fashion Timeline Early 20th Century | Renaissance fashion history, Fashion history, Historical fashion. [online] Available at: https://www.pinterest.co.uk/pin/22588435616478668/ [Accessed 10 Jan. 2024].

designyoutrust.com. (n.d.). Gibson Girls: The Sexiest Women Of All Time» Design You Trust. [online] Available at: https://designyoutrust.com/2016/05/gibson-girls-the-sexiest-women-of-all-time/[Accessed 10 Jan. 2024].

Pinterest. (n.d.). Edwardian Fashion - 1909 | Историческая мода, Старая одежда, Винтажная фотография. [online] Available at: https://www.pinterest.co.uk/pin/226798531219570089/[Accessed 10 Jan. 2024].

Alessia (2010). Alessia’s Beauty Box: The History of makeup kits. [online] Alessia’s Beauty Box. Available at: http://alessiasbeautybox.blogspot.com/2010/11/history-of-makeup-kits.html[Accessed 10 Jan. 2024].

Maxfactor.com. (2019). The Max Factor Story | Max Factor. [online] Available at: https://www.maxfactor.com/en-gb/our-brand/max-factor-story.

‌Eldridge, L. (2015). Face paint : the story of makeup. New York: Abrams.

www.britannica.com. (n.d.). colour television | electronics | Britannica. [online] Available at: https://www.britannica.com/technology/color-television.

COSMETICS INFO (n.d.). History of Cosmetics. [online] Cosmetics Info. Available at: https://www.cosmeticsinfo.org/history-of-cosmetics/.

Encyclopedia Britannica. (n.d.). Charles H. Revson | American businessman. [online] Available at: https://www.britannica.com/biography/Charles-H-Revson.

‌Block, R. (n.d.). The lowdown on the Voluntary Cosmetic Registration Program (VCRP). [online] Goldn Blog. Available at: https://goldn.com/blog/posts/voluntary-cosmetic-registration-program-vcrp/ [Accessed 16 Feb. 2024].

Stoddart, E., Lucero-Lee, E. and updated, M.H.-S. last (2021). ’70s makeup looks that still feel completely relevant today. [online] Woman and Home Magazine. Available at: https://www.womanandhome.com/beauty/makeup/70s-makeup/.

Powell, H.L. (n.d.). Music Muses: It’s only (beautiful) rock ‘n’ roll. [online] Glamour UK. Available at: https://www.glamourmagazine.co.uk/gallery/music-70s-80s-beauty-icons-madonna-sade-debbie-harry.

Avon Worldwide. (n.d.). Animal Welfare position | Avon. [online] Available at: https://www.avonworldwide.com/about-us/our-values/policies-positions/animal-welfare.

Page updated

Google Sites

Report abuse