InsightsPOSTED February 12, 2019

Crystal Ball 2019: Beauty trends come and glow

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With 2019 ramping up, expect new trends throughout the news, social media, technology and more. At APEX and ruckus digital we will be sharing our predictions on some of these trends that we think will define 2019 (or at least part of it).

Kristina Mikhalkova, coordinator at APEX PR, shares her view on what’s next for the beauty industry.

There’s a glow up in store for the beauty industry this year, it could even be the biggest year yet for the industry. Many experts say beauty is in the “golden era.” In fact, it is growing so fast, it’s predicted that the entire industry will make around $15.8 billion in annual sales by 2021. Here are three things you’ll see A LOT more of this year:

What is CBD anyways?

The beauty industry is now embracing CBD as a staple and people are wondering why. CBD is a cannabis compound that has a significant amount of medical benefits, and since cannabis became legal in Canada in 2018, why not add more of it to our beauty. Retailers including Sephora are introducing entire sections for CBD beauty!

In 2018, CBD was a category that quickly grew from ingestibles and balms to full-on beauty products. In 2019 you can expect brands new and old to be exploring this space on a much greater scale.

Products to become more inclusive.

It seems like the beauty industry seems to have neglected those with different skin tones and colours. 

Fenty Beauty on the other hand has done a great job of allowing for more inclusivity when it comes to makeup. From foundation, to their newly released concealers, they have become a staple for offering a wide range of products for various skin colours. In 2019, there will be even more brands catering to all skin tones.

Customization is key.

Beauty brands can no longer have a one size fits all mentality. In today’s market, consumers are demanding more from their beauty products. This is why customization will be the key to success in 2019.

Already, hair care brands like Function of Beauty and Prose allow you to find the perfect formulation for your hair type. There are also brands like Hawthorne disrupting the fragrance space and Bite Beauty, which allows you to create the perfect shades of lipstick, unique to you.

In 2019, there will definitely be new competitors trying to get a piece of this growing market!

With so many changes already in full effect, what are you most looking forward to for the beauty industry in 2019?

Kristina Mikhalkova is a coordinator at APEX PR. Want to make your integrated campaign glow? Check out our website at or email us at

Check out more of our Crystal Ball series to know what other trends to expect in 2019.

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