Cult Beauty's 12 trends for 2020 revealed

From magic mushrooms to gamification, these are the trends the retailer will be watching out for in 2020

As the dawn of a new decade approaches, Cult Beauty has named its top 12 trends to watch in 2020.

The ‘10s have forced the beauty industry to ditch its historic ‘idealised’ beauty standards and become more inclusive, and with this positive gear change, Cult Beauty predicts, brands will have to think differently about the way they engage with their audiences.

Coupled with the shift towards holistic beauty and the sector's new found honesty, consumers could see the roaring '20s making a comeback.

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