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Beauty Trends

#CultBeautyTrendWatch: 7 Beauty Trends To Watch Out For In 2017

Verity Douglas
Writer and expert7 years ago
View Verity Douglas's profile

As arbiter's of the best in beauty, we spot emerging trends before they hit the mainstream. Read on to discover the hot beauty 'buzz terms' in {skin care} and {make up} you'll soon be hearing much more of...


The next generation of ‘natural’, farm-to-face beauty is tipped to be massive in 2017. Boasting super-fresh, home-grown ingredients, painstakingly nurtured and carefully cold-pressed, distilled or blended to maximise their skin-perfecting potency, this is the ‘field-to-fork’ of skin care. With increasing concern from consumers regarding the provenance (and sustainability) of their cosmetics, a growing number of burgeoning brands will take their lead from {Tata Harper} and {FARMACY} – cultivating plants on site, to use in their exquisite formulations.

{Be Your Own Make Up Artist}

Now with instant access to insider beauty tips and step-by-step tutorials on Instagram and YouTube, it’s never been easier to emulate the pros. Women at home are adopting the tricks used by make up artists – contouring, strobing and baking (to name a few) – and these formerly ‘niche’ terms have quickly become part of everyday cosmetic lexicon. Beauty brands have been quick to identify the ever-growing lust for pro techniques, with names such as {Sigma Beauty}, {Morphe Brushes} and {Anastasia Beverly Hills} consistently delivering new pro-inspired offerings.

{Flawless Complexion}

Inspired by the ongoing obsession with the pared-back ‘90s look (and a reaction to the full-on, high-impact make up, as-seen-on social media), understated beauty looks are also gathering momentum. Think: Kate Moss in her CK heyday – dewy, lit-from-within skin, glossy lids and just a whisper of mascara to achieve that effortless ‘I just woke up like this’ aesthetic. Skin care will be expected to work hard for its shelf space, while skin-perfecting make up will be lightweight, colour-correcting, blurring, illuminating and protective. The line between skin care and make up will become increasingly blurred – it’s all about finding that perfect base.

{Insta-Ready Beauty}

‘Filter’ is becoming a new beauty buzzword, with a swathe of product launches promising to lend skin that immediate ‘soft focus’ look. With super-subtle light-reflective particles to create a believable, ‘backlit’ effect, this year will herald an influx of primers and finishing powders which promise to ensure you’re constantly selfie-ready. {Charlotte Tilbury} {Airbrush Flawless Finish} and BECCA’s beautiful {Backlight Priming Filter} are two prime examples of this burgeoning beauty trend.


With growing numbers of people adopting a vegan diet, there’s been a surge in those demanding that their cosmetics comply. Brands are fast becoming more conscientious when sourcing ingredients (and transparent when it comes to labelling), so that customers can shop with confidence. Brands are recognising the importance of empowering consumers, and a clear ‘vegan’ stance is the tip of a growing demand for comprehensive ingredient lists and an ethical (cruelty-free) attitude to sourcing (and testing). Skin care brands such as {skyn ICELAND}, {Allies of Skin} and {Beauty Bakerie} are all vehemently vegan… and we’re expecting many more where they came from.

{Holographic Highlight}

Lavender luminescence. A ‘unicorn glow’. Call it what you will – highlighter has evolved from a hint of gold or silver to something infinitely more playful (and wonderfully ethereal). A progression from last year’s colour-correcting craze, highlight with a hint of violet has a brilliantly brightening effect (perfect for wintry, sun-starved complexions) – neutralising sallow tones and instantly dispelling dullness. Frosty, lavender-toned primers and highlighting powders are transcending the recent rose gold obsession, so stay ahead of the curve with Rituel de Fille’s {Rare Light Luminizer} in ‘Ghost Light’ (a cool-toned pale pink with a hint of purple).

{Indie Brands}

We’ve seen a growing interest in small, independent beauty brands as consumers identify and seek out ‘cult’ products with pioneering formulas, ‘Instagrammable’ packaging and an ethical conscience. With a clear point-of-difference, strong social media presence and passionate creatives at the helm (interacting and reacting to their customers' feedback), this is a way for the buyer to feel ‘in touch’ and engaged with what they’re buying. It’s a huge step away from the faceless corporations of yore, and a move towards nurturing independents. Brands such as {May Lindstrom}, {Allies of Skin}, {Mabel + Meg} and {Rituel de Fille} are all examples of little known ranges (on a meteoric rise).


Verity Douglas
Writer and expert
View Verity Douglas's profile
Cult Beauty’s Content Editor and a Cult Beauty OG, Verity loves nothing more than the marriage of language and lip balm. A quintessential Libran, she’s a self-professed magpie for luxury ‘must-haves' and always pursuing the new and the niche — from the boujee-est skin care to cutting-edge tech. Balancing an urge to stop the clock with her desire to embrace the ageing process (and set a positive example for her daughter), Verity's a retinol obsessive and will gladly share her thoughts about the time-defying gadgets, masks and treatments worth the splurge...