With the rise of TikTok, influencers and social media marketing; overconsumption of beauty products is an unhealthy, unattainable trend that the average consumer struggles to keep up with. The cycle of overspending and attempting to obtain the 'influencer' lifestyle can be damaging and toxic, particularly to the younger audience that these products and posts are so often marketed towards. 

I find myself scrolling through social media to see an influencer promoting boxes and boxes full of make up and skincare products; far too many to know how these products genuinely work or would fit into a routine. While it's a great business opportunity for the influencer, the general view of the public is that they are starting to realise social media ads are often just money-grabs with no real evidence to support the claims. One influencer's opinion and social media reach can now determine the success of a product; rather than the science, evidence and research behind the product or the brand itself. While most cosmetic brands have adapted to this new era of consumerism, it's important to remember we don't have to buy into everything we are told and we must conduct our own research before buying a whole range of well-marketed products. 

However, with the rise to fame there is often the fall from grace, and I believe the end of 2024 - and into the new year - will see the re-emergence of the minimalist lifestyle. On the back of the current cost of living crisis, the average consumer will be watching the purse-strings ever more closely and looking for new ways to save. Whether this be with multi-purpose products or vowing to use up a product before going on to the next, here's how I think minimalism in skincare and beauty will be the next big trend:

1. The Minimalist Make Up Bag

How often do you see an influencer open up their drawers to show off dozens of creams, serums, foundations, setting sprays, palettes, powders...? The list goes on! I'm often sat there thinking, how are you using all of those at once? Cosmetic products come with a PAO (period after opening) symbol that will state how long a product is usable for once opened, meaning the likelihood of using up or receiving the full benefit is very slim if you are using a plethora of products. Or the alternative is a wasteful accumulation of half-full jars and tubes. My prediction is that we will see the age of 'de-influencing' - whereby to gain back the trust of consumers, products will be marketed as trustworthy, classic staple items; not unlike how Dr. PawPaw Original Balm© or La Roche Posay Cicaplast Baum© - which saw an increase in over 50% in sales in 2022 - are already paving the way for other similar products promoting honest branding, simple, science-backed ingredients and multi-functional uses. 

Other versatile ranges such as the Got2B Glued© or Glossier Cloud Paint© will see a revival in the cosmetics industry as they cater to a range of needs. Cosmetics that can be applied on-the-go and stowed away in your tote bag are important to the working woman or busy parent, and the oversaturation of gimicky products will have consumers vying for the simple, honest, and effective.

2. The Clean Girl Look

A huge trend of 2023/24 is the 'clean girl aesthetic', a look that is glossy and polished, yet natural and effortless. Currently this encompasses flawlessly smooth skin, slick-backed hair and chic clothing. My prediction is this will start to become more of a lifestyle choice than just how you look. Now, how does the 'clean girl look' relate to minimalism? Because the demure and classy girl emulating Carrie Bradshaw wouldn't have a messy bag or chaotic drawers full of expired make up and skincare products. No, this woman makes smart choices about what goes on her skin and is (seemingly) at all times, put-together. 

This shift to a minimalist lifestyle will see the de-clutter of make-up bags, the iconisation of staple cosmetics, the personalisation of skincare and hair routines, and the rise of capsule wardrobes. 

3. The Use of AI in Cosmetics

As a society in the digital age, adaptation and innovation is crucial to remain relevant. Promoters, marketers, and influencers will bend to the trends and latch on to the minimalism lifestyle. So how will they navigate this new era when they rely on consumerism? As AI continues to develop, cosmetic brands will be able to utilise this resource to create personalised products and routines designed for the individual. Marketing teams are already starting to adopt the micro-consumer approach, tailoring products to suit specific needs and problems or accessibility to products before buying, such as developing apps that allow you to see the colour of a product on your own face, leading to investment in their products. 

With these new ventures into AI, trust between consumer and business will have to be tight - so a stripped-back honest approach to cosmetics is the way forward. We are already seeing this with popular brands such as The Ordinary Regimen Builder and L'Oreal Lipstick Virtual Try On.

The use of AI is certainly a divisive topic amongst writers and creatives, however I believe if channelled in the appropriate and correct ways, it could be an extraordinarily useful tool in shaping many aspects of the future.

Cosmetics have been a part of human culture for thousands of years in various forms. Ancient civilisations tried various substances to enhance their appearance; show cultural identities; even for medicinal or mystical purposes. 

Ancient Egyptians

With a history spanning 6000 years, Egyptians were pioneers in the art and advancement of cosmetics - not just for personal grooming but as an important part to their cultural practices and social classes, even taking pride in how they are stored. Both men and women would wear kohl around the eyes, eye paint and scented oils as daily practice.

Eye makeup was not only used for beauty, but also for sun protection and, some believed, protection from evil spirits. Kermes was a type of red dye from crushed insects and was used to create a red pigment for tinting lips, cheeks and nails. Various oils and perfumes were used for their pleasing scents as well as their moisturising properties - important in a hot and dry climate. Cosmetics played a role in religious and spiritual rituals, even believed to assist with the journey into the afterlife. 

The Ancient Egyptian Queen Cleopatra was famed for her use of cosmetics. Even today, she is iconised for her use of kohl eyeliner and lip colour routines. She would also use natural ingredients such as milk and honey to cleanse and moisturise her skin and a combination of oils and aromatic substances were used in her hair to keep it soft and shiny.

Ancient Greece

The Greeks not only used cosmetics for mere personal adornment, but they also considered cosmetics essential for purposes such as personal hygiene and wealth status. They would use a thick white paste known as ceruse to whiten their skin, considering pale skin a symbol of purity, wealth, and beauty. They would use crushed mulberries and red wine to stain lips and cheeks and use natural ingredients such as olive oil, honey and other botanical extracts in their skin and haircare routines. Greek writers of plays would even mention cosmetics in comedies.

Ancient Rome

Cosmetics were also used daily in Rome, people would indulge in cleansing rituals in public bathhouses and favoured makeup, using powders to lighten skin and create a flawless expression and applying kohl to the eyes and rouge on the cheeks. 

Ancient India

Ayerveda, the ancient Indian symbol of medicine and wellness, influenced cosmetics practices. Natural ingredients such as turmeric, sandalwood and henna were used and are still used today. Cosmetics were not just a beauty treatment but also as medicine. Henna was not only for adorning the body but also for its soothing and cooling effects on the skin. 

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Although they are humble beginnings, there is no denying the timeless allure of cosmetics throughout history. Human beings have always desired beauty and have used cosmetics to communicate cultural, societal, and personal identities. These practices gave birth to the cosmetic industry we know today. Our advantage is the science and technology we have today to revolutionise the development and application of cosmetics products. 

Korean skincare - otherwise known as K-Beauty - has taken the world by storm in recent years and I for one am the biggest fan. The 'glass skin' phenomenon has been trending alongside the 'clean girl' aesthetic. Read on for a comprehensive guide to the basics of a Korean skincare routine and how to achieve the 'glass skin' look.

Like many others, I was introduced to K-Beauty with the popularisation of the double-cleanse method over 10 years ago. Since then, the double cleanse method has been a staple of my skincare routine.

The first step of the double cleanse: oil, cream, balm or gel-based. I find a gel or cream-based cleanser to be the most nourishing on the face while oil or balm cleansers leave your skin free of impurities, heavy-duty make up and daily grime deep in the pores.

The Heimish All Clean Balm© is a firm favourite of mine when it comes to a K-Beauty double cleanse. The balm formula is applied to the face with a handy spatula, easily cutting through make up, dirt and grime. Transforming into a silky cleansing milk with the addition of lukewarm water, it leaves your face clean and refreshed from an abundance of lightweight oils and nourishing ingredients, such as shea butter, lavender oil and fruit extracts.

Heimish© are based in South Korea and renowned for their natural, paraben-free and hypoallergenic products, boasting a range of affordable and natural skincare. They can be found in UK stores such as Superdrug© and PureSeoul©, and internationally on Amazon©. While it is akin to The Ordinary's Oat Cleansing Balm©, this formula is entirely smooth on the face and leaves less of a greasy residue after using. 

The second step of a double cleanse is always a foaming cleanser, which removes any residue left behind from the first step and works to penetrate deep into the pores. 

Depending on your skin type and sensitivity, this can be a great step in your routine to incorporate an active ingredient. I can be prone to skin texture and closed comedones so I like to use the COSRX 2% Salicylic Acid Cleanser© 1-2 times per week, as regular exfoliation is key for promoting cell renewal. I make sure to alternate this from days I exfoliate with glycolic acid to avoid stripping my face of its natural protective oils. As salicylic acid is a chemical exfoliant it can make your skin more vulnerable to harmful UV rays, and therefore hyper-pigmentation, so using this agent only twice a week gives the skin time to heal between uses.

On the in-between days, I will use a gentle foaming cleanser that removes the final traces of make up but also soothes my skin, currently it's the From Green Deep Foaming Cleanser©. This cleanser has a pH balance of 5.5, meaning your skin will be left feeling soft and smooth and hydrated. 

As mentioned before, exfoliation is an important step to ensuring your skincare properly penetrates the skin and receives the full benefits. I typically use a physical exfoliant once a week and like to follow up with a nourishing face mask to replenish the skin. A physical exfoliant in comparison to a chemical one is you are manually sloughing off dead skin cells allowing for better cell regeneration and promoting collagen production by regularly stimulating the skin cells.

Toner or toning pads are also being heralded as a breakout star of K-Beauty. Some toning pads can be considered an exfoliant so make sure to check for any active ingredients before using. My firm favourite nourishing Korean toner is the Ginseng Essence Water by Beauty of Joseon - this toner not only hydrates and replenishes the skin, it regulates sebum and evens the skin tone, creating a glowing base for serums, masks and moisturisers. Ginseng is a superstar ingredient in the skincare and healthcare industry, renowned for its anti-ageing and healing properties, it has been used across the globe in skincare for decades. 

A huge staple in Korean skincare is face masks, and these come in every variety you can think of. Sheet, gel, bubble, clay, LED, you are spoilt for choice. For the purpose of this article, let's explore the versatile sheet mask that is an icon of Korean beauty. 

Sheet masks are generally targeted towards a particular skin concern, and are packed with nutrients and vitamins that combat problems such as redness and inflammation, dullness or hydration. They are super affordable, accessible and work within 15 minutes; adding a sheet mask to your evening routine will contribute to achieving the 'glass skin look'. Challenge yourself to use a pack of 12 from Amazon, one every night, and see the difference of the glow in your skin! 

Up next is one of my absolute favourite steps in my skincare routine, serum. I strongly believe that adding a serum to your daily skincare routine will elevate it from a laborious task to a luxurious experience. Serums are so much fun to experiment with and provide your skin with a cocktail of goodness. 

One serum I use both morning and evening is the iUNIK Black Snail Restore Serum, jam-packed with star-quality ingredients such as 70% black snail mucin, niacinamide, antioxidant superfoods and adenosine. I would highly recommend using a hydrating serum such as this to achieve the 'glass skin look'. 

Now, we all know to finish our skincare routines with moisturisers, particularly in the evening to allow our skin to rejuvinate and heal over night. Look for a moisturiser with ceramides or hyaluronic acid to restore the skin cells overnight and to protect from free-radicals the following day. 

One product that is never slept on in K-Beauty is SPF. If there was one product I could say to people to use religiously every day it would be an SPF - investing in a good one will never let you down. Not only does it provide protection from harmful UVA/UVB rays, it also prevents pesky pigmentation and will leave a flawless base for your make up. I have tried many an SPF and one I am always drawn to in the Korean skincare market is 

Now, this article has certainly not covered the wide scope that is the Korean cosmetics market but it will serve as a way to navigate the basics if you are considering dipping your toe into the ocean that is K-Beauty.   

Now that I'm on to my second bottle of the elf Halo Glow filter, I cannot describe to you how much of staple item this has become to my make up routine. Effectively a dupe for the Charlotte Tilbury flawless filter but at over half the cost, elf have done it again with a replication product that becomes just as successful as its inspiration. Perfect as a base to your make up or by itself, this filter-in-a-bottle will give you a radiant finish all day long. Very often through the work week, my go-to, quick make up routine is an SPF base, followed by elf Halo Glow filter and a touch of Nars cosmetics concealer to brighten certain areas of the areas of the face. Ideal for a luminous, barely there make up look, or press a translucent powder under the eyes and on the forehead for a more matte finish. 

Vitamin E has been a skincare staple ingredient for decades, often cropping up in cleansers, moisturisers and oils. The benefits are boundless - proven to protect and hydrate skin, repair the skin barrier and reduce acne scarring. Earlier this year I was gifted the Superdrug© Vitamin E Complete Daily Skincare Set and after incorporating the products into my routine for the last few months, I feel it’s time to delve deeper into these products, and Vitamin E in skincare as a whole. 

The Products

Hot cloth cleanser

Rating: 6.5/10 

This isn’t the first time I have used this cleanser as the first step in a double cleanse. If memory serves me right, this was one of the first cleansers I used when I was first introduced to double cleansing at 19.

Directions for use: Massage into dry face and neck in circular motions. Rinse the muslin cloth under hand-hot water and wring out before using it to polish off the cleanser and any residual make up, dirt and grime.

You certainly get a lot of bang for your buck with this cleanser - 200ml in an easy-to-use tube, purchased as a singular product retails at just £5.99. The creamy texture glides on to the skin very much like a moisturiser, but melts into a milky texture once combined with warm water and the muslin cloth. 

I loved how gentle this was on my skin and feel this is the perfect starter product for a teen looking to get into double cleansing. However, for heavy duty make up (especially waterproof eye makeup) and for thoroughly cleaning pores, I don't feel this product is as effective. 

Hydrating mist

Rating: 9/10

One of my favourite products in this range, I have used this religiously every day. This refreshing facial spray provides skin with a healthy, radiant glow and can be used as part of a skincare routine or a refresher throughout the day. Not only does this last absolutely ages, this genuinely feels good on my skin and adds an instant layer of hydration. For ladies prone to dry patches or dullness, this affordable, moisture-boosting facial spray is the perfect addition to your skincare. I recently purchased the miniature version of this to have in my bag for a burst of hydration whenever I need during the day. 

Moisture boost hydrating serum

Rating: 8/10

Providing a perky boost of hydration and assisting with cell renewal, this serum will keep your skin glowing with or without make up! A blend of Betaine, Vitamin E and natural fruit acids, this serum is perfect for anyone with dry patches, dull skin or fine lines. If you are looking to get started on serums and don't know where to begin, this brightening, plumping serum is a perfect product to start with, not only is it very affordable, it is suitable for every skin type and age range. 

Gentle oatmeal exfoliator

Rating: 3/10

The product I was most disappointed with in this range was this exfoliator - while this is advertised as a gentle oatmeal exfoliator, the actual exfoliating agent in this product is walnut shell. And while walnut shell is a sustainable, eco-friendly ingredient, the surface area of each granule is too large, rough and jagged to be used directly on the face without causing micro-tears (microscopic tears in the skin that can damage the elasticity of the skin and the lipid barrier). Personally, I have not used this on my face as I prefer finer and gentler exfoliants. However, rather than see it go to waste I have used it instead as an exfoliator on tougher skin areas: elbows, feet and knees, and for these areas it works well!

Nourishing eye cream

Rating: 7/10

I use this eye cream religiously in the evenings and love how soothing and non-irritating it is around my eyes. Formulated with glycerin and antioxidants, this lightweight eye cream glides on to the delicate skin around the socket bone. Looking at past reviews for this eye cream, it has worked wonders for some people, with claims of reducing dark circles and brightening the under eye.  While I have yet to see a noticeable difference to my dark circles, I can comment that it feels lovely and certainly perks up the under eye area, and for the cost, it is absolutely worth purchasing.

Intense moisture cream

Rating: 10/10

Possibly my favourite product in this range, this moisturiser is a dream! Rich, nourishing & super affordable, it really quenches thirsty skin and is perfect for all over the body. I use this every evening all over my face, neck, hands and décolletage, the Vitamin E formula leaves skin feeling silky and supple all night long.

Nourishing night cream

Rating: 8/10

Another great product in this range is the Nourishing Night Cream; it has a slightly thicker consistency than the intense moisture cream that sinks wonderfully in to the skin. The only improvement I can think of for this moisturiser would be to have more repairing qualities, if you are looking to fade marks or to have your skin feeling bouncy the morning after application, this moisturiser won’t do much but will still provide a lovely hydrated feeling. Personally, I feel this moisturiser would be perfect for teens with fairly normal or dry skin looking to find a simple, affordable night cream for their routine.

Why should I incorporate Vitamin E into my skincare routine?

Vitamin E has been a star power ingredient in skincare for decades. In skincare & cosmetics, it is most commonly found in an oil form that is then incorporated into a product, and can be derived naturally and synthetically. If you have dry or dull skin, or skin that lacks elasticity, products with vitamin E can combat these skin concerns, and is easy to incorporate into a routine, without the possibility of reacting to other products (unlike other, more intense cosmetic ingredients i.e. retinol and salicylic acid).

Who is it not suitable for?

As Vitamin E is delivered in an oil form in skincare ingredients, if you have oily skin, it is least likely to benefit your skin type rather than dry or normal skin types. However, this doesn’t mean it’s an absolute no-no as some oil in skincare products can still be beneficial to combat over-production of oil and sebum. All in all, when used correctly in a skincare routine, Vitamin E can be incorporated into most people’s skincare. 

So, is it worth it? The Verdict, and who I think is most suitable for this range.

Conclusively, this range of products is great for those that are looking for affordable and gentle products. While some are better than others - in my opinion - incorporating one or a few of these products will provide your skin with a radiant glow and add a taste of luxury to your routine, minus the costly price tag. 

A bit of non-fiction self-help for me this month: The Power of Discipline gives an objective insight into how your daily habits define you and your sense of discipline. Not only has this book motivated me to re-evaluate some key areas of concern and address them properly, it also reveals the power of routine and how your small daily habits start to define you. Personally, I love reading self-help books - as humans we are constantly evolving, learning how to become a better version of yourself is truly a beautiful thing. We don't have to be stuck in cycles that no longer suit our wants and needs, and Daniel Walter shines a light on numerous ways we can start implementing small changes to our lifestyle and mindset that will eventually have a huge positive impact on our outlook on lives and psyche. 

Last New Year's, I set myself the resolution to abstain from drinking alcohol. While it hasn't been the easiest journey, this book has helped me to realise that confronting your demons head on, and embracing change, is as liberating as it is terrifying. Anything can be mastered with discipline and resolve. Reading this book has helped me to realise where I already am practicing discipline and how far I've come, but also shed some light on the fact that I can add more discipline to other areas of my life - which I certainly will be trying. Breaking cycles of habit that give no benefit to your life and replacing them with positives really is accessible to all, and this book can truly help to realise the potential of your own life. 

My favourite aspect of self-help books is that most people will find something to relate it too. It is so easy to slip into toxic habits or lifestyles, simply because it feels like the 'easier' route. But in reality, making genuinely good choices for yourself can become effortless once discipline and self-love are at the root of your everyday decisions.

Best Beauty Buy of the Week has to be the trusty Nivea Cocoa Butter Body Lotion and Body Gel Oil! This lotion is my year-round go to for hydrated, rich-scented skin. I also swear by adding a few drops of this lotion to instant tanning mousse for a streak-free glow. Or layer under the Nivea Cocoa Butter Body Gel Oil for a sleek shine and hydrated skin that lasts through the day. Such a versatile, affordable lotion and it smells divine!