Top Trends of 2020

As a beauty professional, you take pride in knowing about the latest beauty trends and products—but are you ready for an entirely new decade? Whether you prefer science-based beauty products or want to chill with CBD-infused lotions, there is a new trend to satisfy every beauty lover.

In 2020, beauty is all about experimenting, smart technology, and going green. We’ve outlined the rising trends beauty professionals need to have an eye on in the coming year. Here’s what you need to know.

Sustainable Packaging

Due to rising concerns about the amount of plastic in our oceans, many beauty brands are moving to sustainable packaging—including big brands such as L’Occitane and Garnier.

In 2019, Good Housekeeping hosted the first-ever Sustainable Packaging Awards, designed to highlight beauty and household cleaning brands that are producing innovative packaging designs. The shift toward sustainability is sure to have an impact on the types of products consumers purchase from their favorite salons and spas.

Plant-Based and Vegan Products

Do you know what is in the beauty products you use? Consumers are becoming more concerned with the ingredients they use on their skin and face. Google searches for "vegan beauty" have doubled in the last year, and the vegan beauty market is projected to be worth more than $20 billion by 2025. Estheticians and makeup artists who don’t already offer vegan or plant-based products should consider adding a few options to capture this growing market.


Emsculpt, a non-surgical option designed to burn fat and sculpt the body, is a popular option for people who want to remove unwanted fat without surgery. Google searches for the procedure have skyrocketed since early 2018 according to Google Trends, making now a great time to add Emsculpt to your spa or med spa service offerings. According to the American Med Spa Association, Emsculpt is a medical procedure, so it will be important to ensure you have the licenses required to offer Emsculpt in your state.

Personalized Skin Care  

Consumers are starting to realize there is no one-size-fits-all beauty solution. From hair porosity to allergies to skin type, we all react differently to beauty products. This realization, plus the rise of "smart" technology and genetic testing, has led to an entirely new market where skincare is customized to each individual person. This trend presents an opportunity for beauty professionals to provide more options for consumers who want a personalized experience.

Microbiome Beauty

Microbiome beauty is nothing new; in fact, several European brands, such as Gallinée, are built on the premise that the skin has its own unique ecosystem of bacteria, viruses, and fungi. However, the idea of microbiome beauty may be mainstream soon, with products such as Renée Rouleau’s detox toners designed to balance the skin’s microbiome.

As an esthetician or beauty professional, you won’t need any additional training to offer microbiome beauty services, but it is worth adding these types of products to your recommendation list.

CBD Products

Known for its medicinal properties, CBD has become a popular addition to food, vitamins, pet treats—and now beauty products. In fact, a study by Euromonitor International noted that CBD beauty and health products may be a main driver in cannabis market growth over the next five years. Popular products using the oil include lotions, facials, eye balms, and mascaras.

CBD is currently classified as a food—however, there have been some moves to have it classified as a drug, which could impact the type of licenses required to administer or sell CBD products.

Inhalable Beauty

Aromatherapy has been around for centuries, but inhalable beauty products are bringing a new twist. New leaps in technology and a rise in the popularity of essential oils may be the main drivers behind products such as The Nue Co.’s Functional Fragrance, a perfume designed to smell good and reduce stress. 

Other popular products in the inhalable beauty market include inhalable supplements and infused lotions. However, many clients may be sensitive to scents, so beauty professionals should approach this new trend with caution.

Stem Cell Beauty Products and Treatments

First discovered in the 1980s, stem cells have been on the fringes of the beauty industry for several years with procedures such as micro-needling stem cell facials. However, this year stem cells are going mainstream with a variety of stem cell products designed to reduce the signs of aging, including brands such as Venus Treatments and XoGlo offering serums, cleaners, and facial mists.

While beauty professionals won’t need any additional licensing to provide or use products, services such as micro-needling facials may require a medical esthetician license, depending on your state.