Trends for 2018
18 Dec 2017

Skincare, Business, Training , Nutrition, Beauty, Cosmetics and Lifestyle. Views that will lead industry conversations.


Tracy Tamaris  Co-founder of iiaa and Director of Education


In 2018, new and evolving technologies will mean greater access to effective ‘at home’ skin devices to enhance salon level beauty treatments. Combined with the right treatments and skincare , clients will be able to achieve results previously thought of as unattainable without invasive surgery.

Vitamin A

Ingredients that offer powerful anti-ageing properties will continue to dominate the media and consumer mindset. 2018 will see no shortage of new ingredients claiming miraculous benefits. However, vitamin A will continue to lead as the single, most scientifically supported active ingredient, proven to promote healthy skin and reverse negative signs of ageing. Vitamin A, used both orally and topically will be the intelligent choice for those who are serious about achieving superior skin health.

Probiotic Skincare and ingestible beauty

Thanks to the Human Micobiome Project, scientists have already discovered well over 10000 different organisms found in the ”holobiome“ which includes not just the microbes in your gut but also those on your skin and even in the cloud of bacteria surrounding each of us. This is a fascinating field of science and one which we are going to be hearing about more and more. We are only really starting to understand the importance of a healthy holobiome and how it can protect us from disease as well as keeping our skins in optimum health. 


David Alpert  iiaa Managing Director

2018 will see the rise of the “super therapist” – Skincare professionals will have unprecedented products and technology at their fingertips to diagnose, record, prescribe and address skincare concerns. Being the “skincare expert” will help cement the client journey into a long-term relationship, adding value at the point of purchase and ensuring loyal, long-term clients. Knowledge is critical and those who invest in training together with the supporting technology will start to move ahead of the pack. The “super therapist” will deliver results and levels of client satisfaction that are superior to anything seen in this industry before.


Lorraine Perretta  Consultant Nutritionist

Consumers will continue to be more open to understanding the benefits of nutrition on their physical and mental well-being. This will apply across all generations from the Millennials, Generation X to Baby Boomers. Plant nutrients, probiotics and targeted supplements for specific conditions will be in higher demand and brands that provide smart combinations will lead hearts and minds. Brand leaders will start to be held to account on ensuring regulatory compliance. Consumer choice will depend on brands providing end to end trusted experiences that combine knowledge, engaging expert ingredient-led content, pragmatic advice, fact-led outcomes and convenience purchasing.


Clare Muir  Director of Training

Combining ‘in the classroom‘ collaborative and practical learning with mini training sessions. Designing and delivering learning opportunities that can be accessible and consumed within a normal working day will provide valuable support when it is most needed. Micro-learning will deliver short bursts of knowledge and best practice ‘on the go’ enabling therapists to keep their knowledge up to date and in line with current opinion or expert thinking.


Nicola Bell  iiaa Sales Director

As the consumer becomes more discerning and empowered through 24/7 access to the latest beauty products through social and digital communications, brand choices will be based on quality and consistency of experience. The Professional Skincare market will continue to offer opportunity to those prepared to invest in delivering high quality skincare programmes with personal consultancy, bespoke treatments and quality environments. Client retention and investment in achieving consumer loyalty will be key topics in 2018. 


Ewa Johnson  Head of Communications

Smart digital, mobile and online experiences plus cause related marketing will continue to drive customer acquisition and longer-term brand loyalty. Higher demand for engaging content which is both educational and personalised will make the difference between a brand that sells and a brand that demands passion. Consumers will look for real stories that inspire emotion and that they can relate to. 


Davina Kumal  PR & Influencer Programme Manager

The change to social algorithms has influenced a shift in influencer content creation for 2018. The smart influencers will now look to create assets which have a content pillar strategy; a podcast, an interview series and a daily vlog for example - rather than just sporadic content. The launch of Facebook Watch will encourage influencers to create shows, rather than content that is just 30 or 60 seconds.