as we head into a new decade, these are the trends we're here for. 

plant-based sustainability 

in the last decade, babes started saying no to putting nasty chems on their bod. this movement isn’t going anywhere. in fact, we predict that 2020 will see a renewed focus on clean beauty made from simple, natural, plant-based ingredients... plus an emphasis on products that are safe, transparent, ethical and sustainable. it's not just about finding products that are good for us—environmental impact is important, and products need to be good for the planet, too. we're all connected, babe. and it’s about time that we all started realizing that mother nature’s future is also our future. 

body positivity 

we're seeing a much bigger focus on feeling good in the skin we’re in. case in point: 2019 was the first year that l'oreal, the world's largest beauty brand, saw more growth in skincare than makeup (like, whoa!). healthy skin is more than just looking good. healthy, nourished and hydrated skin feels awesome. "people care about the products that go on their bodies, and they want their skincare products to be made with clean, effective ingredients that make them feel sexy and empowered," says ashley meston, co-founder of basd. life is all about being the best you can be—and finding products that make the most of how you feel in your beautiful bod.  

there will also (hopefully!) be a sea change in the way that we talk about skin. "we've also got to rethink the way we talk about 'good skin' vs. 'bad skin.' because […] skin shaming for acne or rosacea eczema has to be this decade's problem to solve," says well + good, in their 2020 wellness trend predictions. we're so here for it. 

beauty from the inside, out 

skincare is super important, but the next decade will also see a change in how we approach beauty—from the inside out, naturally. "we're most excited about ‘the lit from within’ glow which is set to be trending in 2020. taking care of our skin is mandatory, but also taking care of ourselves from the inside is goals!” say lisa and danielle from holistic beauties. 

we couldn’t agree more! the food you eat has a direct link to your skin, hair and nails. in 2020, expect to see more products made to help you stay youthful and age gracefully. "you're beautiful just the way you are, but you're going to start to see more products made to help counteract some of the factors that cause premature aging (factors that are outside of your control!)," says meston.