With technology and science moving in leaps and bounds, our beauty landscape is set to become more innovative and helpful than ever before. Read on to find out what’s new in 2020.
AUGMENTED REALITY
Virtual reality
The days of trying on 15 different lipsticks at the counter could be a thing of the past. Brands are now offering artificial intelligence to do the messy work for you. YSL Beauty has launched its Beautymatic machine, which incorporates a virtual reality component that allows you to “try on” multiple lipstick finishes and shades without a make-up pad in sight. It tours with the YSL Beauty Station, so keep an eye out for one near you at yslbeauty.com.au. Meanwhile, Dior launched its first Instagram filter, 3DiorMakeup, over the holiday period. To try it for yourself (and share): the filter can be found on the Dior Makeup Instagram account, @diormakeup.
Smart mirrors
If you want a new hair look but aren’t sure what will suit your face shape and lifestyle, you’ll do well sitting in front of a smart mirror. The Piiq mirror is a salon-only piece of tech that analyses your face shape (cleverly measuring 128 points on the face) and matches you to a celebrity bestowed with great hair. You’ll instantly be given plenty of inspiration on cuts and styles that will suit you. There’s also a hair analysis and a colour preview tool where you can try on different shades before you give your colourist the green light.
Precision shade matching
If you struggle to find the perfect foundation shade, you’re not alone. “Fifty per cent of women can’t find the right shade of foundation,” says Guive Balooch, head of the L’Oréal Tech Incubator. Enter Lancôme’s Le Teint Particulier, an in-store piece of tech that uses a library of 20,000 pigments to blend the perfect shade while you wait. A collaboration between the French brand and Balooch and his team, Le Teint Particulier marks the end of the guesswork. Your face is scanned using a colorimeter, then the device uses an algorithm to create a unique foundation made specifically for your skin tone. Your details are then kept on file so you can refill anytime.
MINIMISING WASTE
Zero plastic
Packaging and how sustainable it is for the environment is set to be a big talking point in 2020 (and beyond), with some brands paring packaging right down to the bare bones to generate zero waste and zero plastic. One brand on the front foot is Bar None, a haircare label that started with plastic-free shampoo and conditioner bars and now offers shampoo and conditioners housed inside infinitely recyclable aluminium packaging. Also try Pure Planet lip balms, which ditch plastic for uncoated PCW paper that’s both compostable and recyclable.
Try: Pure Planet Organic Lip Balm in Natural and Raspberry, $10 each.
Do-good packaging
As technology progresses, brands are making big changes to packaging and production. The L’Oréal Group has eradicated 100 per cent of PVC (a plastic which contains toxic chemicals such as phthalates and lead), while the group’s total CO2 emissions have been slashed by 77 per cent. “By 2025, all our packaging will be refillable, rechargeable, recyclable or compostable,” says Kiera Flynn, L’Oréal’s corporate communications manager. Leading by example, Garnier has introduced the use of vegetable dyes and recycled paper for its packaging and by 2009 re-used and recycled 91 per cent of its industrial water waste.
PERSONALISED PRODUCTS
Bespoke skincare
If you want skincare that’s truly made for your skin, 2020 is going to be your year. Formulators are coming up with customised skincare that not only suits your skin type and lifestyle perfectly, but also addresses your individual skin goals. Australian brand Rationale launches its DNA Personal Prescription this February. You’ll first get an in-clinic skin DNA test, performed via a painless cheek swab. Once your results are in, your skin expert tailors a product that addresses specific issues (think sensitivities, fine lines, dryness, acne and loss of volume) and treats you to a heavenly custom facial. Meanwhile, SkinCeuticals is set to launch its Custom D.O.S.E this April. It promises to deliver an on-the-spot, in-clinic diagnostic service that uses tech to diagnose over 250 skin types and issues. Using an algorithm, in 10 minutes, the machine creates a measured, customised and highly concentrated serum using precision combinations of potent actives to give you the skin you crave.
NEW TECHNOLOGY
Wearable Tech
This is the year for wearable beauty tech. La Roche-Posay’s My Skin Track UV marks a world-first wearable device that measures your UVA and UVB exposure. Battery-free, this clever (and discrete) electronic sensor measures not only your UV exposure, but also pollution, humidity and pollen. All data is collated in the accompanying app, so you know when to reapply the SPF.
Try: La Roche-Posay My Skin Track UV, $89.95.
Intuitive tools
Once it was a case of low, medium or high. Now our hot tools offer intelligent hairstyling capabilities once only a professional could deliver. Take the new hairdryer from Panasonic. It’s able to cut down on hair breakage thanks to nanoe technology, which is said to hold more than 1000 times more moisture than ions. It also detects ambient temperatures to reduce heat when you don’t need it. Meanwhile, it took a team of leading physicists, engineers and styling professionals to come up with the new ghd Helios hairdryer. It has a brushless motor and super-quick 120km/h airflow to speed up your styling routine while reducing frizz and flyaways, boosting shine. When it comes to flat irons, this newbie by Hot Tools adopts an ergonomic cylindrical design to allow for even curls when you want them, as well as ionic black gold plates for impressive sleekness and shine.
Try: GHD Helios Professional Hairdryer, $290.
High-tech hair diagnosis
Wish your hair could tell you what it really needed? Wish no more. The clever folks at Kérastase have come up with a diagnostic camera able to zoom in 600 times, so you can get up close and personal with your strands and scalp. The tech can identify issues such as oiliness, dandruff, dryness and hair damage, as well as recommend products and treatments to solve problems. You can also save your results to track your progress.
CHEMICAL-FREE
Clean fragrance
If you’re keen to cut back on chemicals, clean scents are set to be much more available this year. And it’s not only niche brands such as Recreation Bondi Beach and Narrative Lab launching scents free from additives such as parabens, mineral oils, sulphates, phthalates and petrolatums. Calvin Klein’s new release CK Everyone EDT, for example, uses nearly 80 per cent natural ingredients.
Try: Calvin Klien CK Everyone EDT 100ml, $79.
Try: Recreation Bondi Beach Call Me Venus EDP 50ml, $109.
This article originally appeared in the March 2020 issue of marie claire.
