1. Ageing

Pro-ageing continues to be the new anti-ageing (seen Roger Vivier’s Fall/Winter 2019 campaign flanked by a radiant 72-year-old Susan Sarandon yet?). This growing acceptance of age-positivity, however, has not stopped women from worrying about their skin looking older. According to Google Trends, the word “ageing” ranked fifth in cosmetics-related searches here in the past 12 months, growing by 250 per cent from the year before, with users on the lookout for anti-ageing skincare products. Here are five new-to-shelves recommendations, though remember: It never hurts to read between the lines.

2. Cruelty-free

A growing consciousness about ethical living means that how a product is made has become as important as the product itself. In the last 12 months in Singapore, the third most searched skincare-related topic on Google was cruelty-free products. The good news: the arrival in this country of more beauty brands whose products are stamped with the Leaping Bunny logo.

3. Packaging and Labelling

According to Elsie Rutterford and Dominika Minarovic, the founders of Bybi Beauty who were in town recently to promote their latest launches, how beauty products are packaged has become possibly the most talked-about aspect of sustainable beauty. That’s because packaging makes up a whopping 70 per cent of the waste the industry generates. Here’s where the two-year-old British-based label comes in. As much as 97 per cent of its products come in recyclable packaging, with glass being the favoured material as it is infinitely recyclable, and all its labels are printed with plant-based ink.

Read more on the next page.

4. Cultural Insensitivity

Be it the inappropriate naming of Australian beauty retailer Mecca, Kim K’s #KimOhNo saga (or the brownface controversies plaguing the local mediascape at press time), it’s obvious that wokedom has become critical in all that we do. To call the creation of universal shades an antidote would be naively reductive (we know – relax), but one can’t deny how such an option can be seen as an attempt to cater to all skin tones. If anything, it makes the process of choosing the right colour for oneself easier.

5. No Makeup

Granted that this sounds like no new topic, going by how it’s been trending on the runways and in K-beauty in recent years, it’s taken on a whole new dimension in the face of the growing, ongoing conversation about self-love and acceptance. Consider makeup artists like Kandee Johnson teaming up with influential beauty brands to advocate for confidence in one’s own skin. These are the new launches meant to enhance one’s natural features and help you feel like a “100” sans that full-coverage foundation.