People are aware and tired of being lied to about what’s in their products. Synthetic ingredients, shapes and finishes are easy to mass produce – they know this and want something more. It’s expensive for brands to be substantial, transparent and honest, and these traits are seen as luxurious.

Vegan beauty, superfood ingredients, sustainable packaging, ethical sourcing – these are all important topics,which are thrown into the limelight by  the values central to this trend.

Think earthy tones, natural textures, ceramics, powders and ‘I brought this back from my gap-year’ kind of vibes.
This trend wants to save the planet (but feel pampered whilst doing so)!



Lush products are 100% vegetarian, handmade, ethically produced and they fight against animal testing.

They sell a variety of colour cosmetics now also.


“Upside down Tree”, an age old source of vital nutrients in its arid environment. Vitamins, nutrients and antioxidant power.

Coconut Oil

When ingested, the oil can improve blood cholesterol levels. It can help the re-growth of damaged hair, it removes makeup and can treat various skin conditions.


Activated charcoal is a good resource for teeth whitening. It is also detoxifying and a natural remedy to purify air and water.

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Colour Palette:

Mood Boards:

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Click to download this trend's PDF, containing the mood boards and inspirations.