Beauty — functional beauty

Why functional beauty is set to be the biggest beauty trend of 2020 In 2019, mega-price tags for Elemis, Drunk Elephant and Tatcha coupled with a year-long makeup market slowdown, seemed to suggest one thing from the investing community: Skin care was the beauty industry’s most fruitful opportunity. Though conglomerates like L’Occitane, Shiseido Group and Unilever turned to the above companies to fill out prestige gaps within their portfolios, another set of CPG firms weren’t interested in luxury positioning or sexy packaging. Instead, SC Johnson, Beiersdorf and Colgate-Palmolive favored a more practical kind of beauty: functional beauty. This category could see big rewards in 2020. SC Johnson’s...