It was almost impossible to escape the Hygge phenomenon. The New Yorker dubbed 2016 the year of Hygge and it made Oxford Dictionaries’ 2016 “word of the year” shortlist. The cozy trend permeated the publishing, home, and to some extent the fashion categories, but what does it mean for beauty? For those of you that may have been off the grid last year, Hygge is the Danish noun, adjective, and verb for all things cozy. This new trend gives us permission to never leave the house and, given the current state of our political climate, the quest for the comfort, safety, and happiness of home could be a trend for the foreseeable future. Hygge beauty dovetails perfectly with the DYI trend, the rise of clean formulations, and all things natural.
Sarah Brown did a fantastic job distilling the implication of Hygge to the beauty category for Business of Fashion:
- Small indulgences. Me-time. It’s a cultural moment tailor-made for beauty.
- Consumers are gravitating toward products that are more about how they make them feel—and less about results.
- Aromatherapy and anything that “cocoons” the skin.
- Candles are growing by 19 percent and outperforming “personal” fragrance, according to NPD.
- The market for home devices is growing at a healthy clip. According to New York-based market research firm P&S, the device segment reached $23.4 billion in 2015 and is expected to grow at a compounded annual growth rate of 19 percent through 2022.
- On-demand spa services continue to grow.
It appears we have come full circle with Hygge beauty, leaving the perpetual drive for air-brushed perfection and moving toward kinder, more realistic beauty based on taking care of the skin we’re in.
Read the full article in Business of Fashion.