An influencer who scouts for VC firms breaks down 5 beauty industry trends to watch in 2023
stumble, Newby shared with Insider her thoughts on what's next for the beauty industry and what brands should — and shouldn't — be doing right now.Instead of chasing fleeting trends on TikTok, beauty brands should focus on cyclical and long-term themes, Newby said.," a skincare routine that involved putting Vaseline on your face and leaving it overnight, swept the app in 2022 and faded just as quickly.
"I believe, contrary to many, that red carpet and Fashion Week beauty trends still drive a lot," Newby said."We look at two years ago when everybody was doing blush. Now there's blush everywhere, every brand has a liquid blush."Continuing on the note of blush, Newby said that when brands ask what to do next, her answer is often to incorporate color into their cosmetics.
As an investor in Black founders, Newby has noticed that Black skincare brands are developing more advanced formulas. Newby thinks that celebrities will still have a big role in the beauty industry, but said shoppers also want proof these products actually work. "People want a product that works and they want to know that it works," she said."Who better to explain the efficacy of a product or to explain the history of a product than the person who created it."Newby said brands have to get creative with the way they work with beauty influencers and ditch one-off collaborations in favor of long-term relationships.
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