It is said that ‘beauty is in the eye of the beholder’. That is true. Whether it is in the entertainment, art or fashion world, often the trends and appeal will vary based on the age, ethnicity or country of origin of the ‘beholder’. This truth also applies to beauty. What is considered beautiful here may not appeal overseas and the winners in one country may not even rank in another. Yes, we live in a truly multivariate beauty world. Given this dynamic, can there be any truly global beauty trends?
One trending area to watch is eyes – specifically, eye make-up. Since 2012, the appeal of eye products has been a hot area driving sales trends across countries. While eyeshadow has had mixed results, in the countries tracked by NPD, products for defining eyes – specialised mascaras, eyebrow and eyeliner – have been on the rise or outperforming the overall market trend in make-up.
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