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Blog / Health & Beauty

The Health & Beauty Trends to Watch This Year

What lies in store for Health & Beauty trends in 2023?
Last year we saw technology, personalisation, and self-care at the forefront of Health and Beauty trends.

A lot has changed in the Health and Beauty landscape over the past year as we come out of Covid times and settle into new routines. Somehow, a new year is fast approaching - so, as we munch on mince pies and recover from the recent office Christmas party… let’s take a look at what lies in store for the Health and Beauty industry in the year ahead.


You’ve probably heard of K-pop (thanks to the likes of BTS), but what about K-beauty?

Korean beauty and skincare (otherwise known as K-beauty) have dominated the industry for years, always seemingly one-step ahead of other markets with their innovative technology and quirky trends, and this year looks to be no different. So, which K-beauty trends do we expect to see making their way into the beauty mainstream? 

In 2022 K-beauty gave us ‘slugging’ - which surprisingly has nothing to do with molluscs!. Slugging saw many TikTok users applying a petroleum-based product liberally at the end of their skincare routines – supposedly to lock-in moisture overnight, and then washing off the residue the next morning. How effective this skincare technique is, is up for debate, but slugging certainly took social media by storm with thousands of social media users jumping on the trend to share their own routines and thoughts.

And of course, we’re always keen to try out new beauty looks, but with beauty consumers spending years trying to look younger, brighter, and refreshed, who would have predicted that by the end of 2022, looking tired, sad, and cold would be fashionable? (Finally, my time to shine has come!)  

Yep, the K-beauty-driven trend for sad and cold girl makeup has become hugely popular on social media in the past year. Not for everyone, but an interesting insight as to how K-beauty trends can easily go viral online and expand globally.

As an industry that’s so quick to innovate and evolve, watch this space as we continue  to look to K-beauty for more skincare and beauty-inspired trends throughout the year!
@sarahnewsfx My everyday routine:) #cryinggirl #makeup ib: @uniquelytyana @zoekimkenealy ♬ Reckless - Madison Beer


We’ve all heard the phrase ‘New Year, New Me’, and gym memberships are known to rise dramatically in the month of January, but what about taking your face for a New Year workout?

Well, searches for ‘Facial Massage’ increased by 350% in the past year alone 😱
We expect this new fascination with facial fitness to continue to rise throughout 2023 as massage, exercise, and routines to help with toning, sculpting, and brightening of the face become increasingly popular.

Gua Sha – based on traditional Chinese healing, sees users massaging their skin with a tool to help reduce puffiness and fine-lines whilst boosting circulation and skin firmness. Celebrities from the likes of Lizzo and Olivia Rodrigo have taken to social media to showcase their Gua Sha routines.


And then of course there’s FaceGym - a skincare brand who have expanded into this market, not only selling their own skincare products and facial tools, but also providing a range of ‘skin workouts’ suited to your specific skincare needs. You can book in online with a ‘trainer’ for a facial workout at one of their London or Manchester studios – a very 2023 facial.



Over the past couple of years, sustainability has been a huge buzzword in the Health & Beauty sector. We’ve explored this topic in our own independent research, looking at how consumers think and act with their purchasing habits.

Interestingly, it looks as though sustainability will start to take a backseat in 2023 as consumers become ever more increasingly aware of spending habits during the cost-of-living crisis.

A global survey conducted by giants EY, found that consumers are now prioritising affordability over sustainability in a bid to save money on essentials with 67% of people say that the “high price of sustainable products is significantly putting them off from buying them.”

As such, health and beauty brands that can provide quality products at affordable rates look like they will be set to do well in 2023.

Brands such as ELF cosmetics are well set-up for this by making the most of dupe culture - being able to provide ‘look-a-like’ products that mimic more high-end versions at much more affordable prices.

The ELF ‘Halo Glow Liquid Filter’ retailing for £14:00 recently became a sell-out product after extensive social media coverage claimed this product was a dupe for the ever-popular Charlotte Tilbury Hollywood Flawless Filter which retails at £36:00.


Hybrid products are also on the rise – why buy two, when you could buy one?

Makeup that also acts like skincare is increasingly popular. L’Oréal’s True Match eye cream is an under-eye concealer that also contains Hyaluronic acid to act like an eye cream, helping to reduce signs of aging and fine-lines whilst proving instant coverage – a double whammy!


Elemis’ Superfood Glow Moisturiser is another example of a blended hybrid product – providing skincare moisturisation and a highlighting glow in one. It can be used a moisturiser, primer, or to enhance skin’s luminosity.


2023 will see a rise in dupe culture and hybrid products as people scrutinize every penny they’re spending. Reusable and mini products are all increasing in popularity for the same reasons, as savvy shoppers try to make their money stretch further.

Well, there you have it. As we dive into the 2023 unknown, a few things are for certain: K-beauty isn’t going anywhere and will continue to lead the way in innovation and new trends. Facial fitness is on the rise. And savvy shoppers are trying new tricks to make their money go further while they shop the latest health & beauty products. Happy slugging!

Posted 21 December 2022 by Imogen Farnan