Ulta Magnificence Names Pure Magnificence, Expression Prime 2022 Traits – WWD

Ulta Beauty has published its first trend report.

The report, titled Uncovered, focuses on three screens of emerging and ongoing trends to watch out for in 2022: natural beauty, beauty as self-expression, and the growing importance of purpose for beauty brands.

The report is a compilation of various data points that the trader researches and collects. “A large part of our work consists of identifying trends, looking for innovations, looking for new brands. This is much of our own research, ”said Monica Arnaudo, chief merchandising officer, Ulta Beauty. “We do a lot of research, we have teams that do social listening and look for data.”

The trends, which range from high-octane makeup looks to beauty and wellness as self-care, are the result of a consumer base on the heels of a global pandemic. “2020 was really the beginning of everyone taking care of themselves, and 2021 has come back a little bit. So we see that 2022 is simply everything and there are no limits, ”said Arnaudo.

What Ulta has called “That New Natural” encompasses the acceptance of hair texture, freckles, wild source products, wellness and ingestible products, and skin tones with lighter coverage.

“Self-care is at the forefront of this whole ‘natural’ idea,” said Arnaudo. “People are aware of their mental health, so this brings new themes to this idea of ​​nature.”

For bolder customers, however, the retailer predicts movement as they experiment with hair, eyebrows, and eye makeup. “We’re going to see much bolder forms of expression, be it through makeup or through hair trends that we’ve identified,” added Arnaudo.

Ulta’s final grouping, “Power to the People,” invokes sustainably minded brands in addition to those with a strong sense of community, resonant founder stories, and focused on female wellbeing as other areas to watch.

“When you think about what happened in 2020, there is so much more awareness [for social justice]“Said Arnaud. “It’s about making sure there is a social aspect and that we take care of our world. Beauty is a big part of it. “

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