More and more women choose to embrace their natural beauty using either less cosmetic products or those which promise a more natural effect. This global trend creates a new reality for both cosmetic companies as well as those responsible for photos optimization applications for mobile phones.
According to data gathered by Meitu, a development company of a platform of popular beauty apps which manages more than 6000000000 photos and videos per month, globally, users edit their phots less intensely with applications like BeautyCam. The choice of the two most intense filters volume 6 and 7, has been reduced to 36% and 33% respectively to Android users whereas there has been an increase to the use of more ‘’natural’’ alternatives like volume 4 by a percentage of 74,1%.
In addition, cosmetic companies tend to create more products, which reflect this new consumer trend. An example is millennials’ favorite Glossier with its innovative product Skin Tint, which is so discreet that it is not a classic hydrate cream with color or a BB cream. A whole line of cosmetic products followed with the goal not to disfigure but to emphasize the beauty of women’s natural features. This bold decision was proved profitable for the new company which tripled its transactions volume for 2017 within a year.
In June, SK-││’s campaign #BareSkinProject aimed to the prοmotion of the ‘’naked skin beauty’’.  Consumers’ response was immediate and very positive. According to data gathered by Mother Company, Proctor and Gamble (P & G), its new consumers increased by 23% and it also contributes to a 30% of increase to whole sales. Respectively, Estee Lauder care products increased their sales for the first half of 2018 by 29% on the contrary of the 4% increase of the same company’s make up.
With hashtags like #naturalbeauty, #nomakeup, #skincare, #make_up_no_makeup etc. to consist trends to social media worldwide, the turn towards the ‘’natural beauty’’ and the love of our ‘’imperfect perfection’’, will defiantly revolutionize both cosmetology and beauty in general.