If you’d have asked women 100 years ago what they anticipated beauty trends would look like in 2022, they’d probably have predicted something along the lines of the other-worldy aesthetic of Y2K beauty. Things like glitter, tinsel and shimmer might have graced our faces and hair as we whizzed about in flying cars and fuelled up our jet packs.
The reality, however, is that things aren’t set to look too dissimilar to the trends of the 20th Century. Sure, we have thousands more products at our disposal and skincare technology that we never dreamed could have existed, but when you look at the bigger picture, the main beauty mindset going into 2022 really isn’t all too different. In fact, what we’re seeing in terms of beauty trends for next year is a distinct return to the past. Nostalgic beauty, if you will.
You see, when it comes to social turbulence, much like the sort we have experienced since the pandemic broke in 2020, we often turn to the past to seek comfort. And beauty products act as one of the most effective ways to keep our brains in a happy place, thanks to their distinguishable scents and textures.
“Various research in neuroscience over the years has examined the link between the brain, memory & scent,” says Dr Jeanina Mahrenholz, counselling psychologist at Chelsea Pharmacy Medical Clinic. “The amygdala part of the brain has a primary role in processing memory and emotional responses. This part of our brain has a direct link to our lymphatic system and is sensitive to scent, which in turn may result in activation of memories and sense of nostalgia. Every scent is different on a person’s skin and experienced uniquely by those around them. This has to do with memories of the specific moment or person and themselves. It can be a specific time in life, missing someone, childhood or just a very special moment,” she adds.
It’s of no surprise then, that scent and fragrance is the first area in which we’re set to see a surge. Lily Starling, Buyer for Fragrance at John Lewis reveals, “Our lives have been so disrupted over the past 18 months that we are seeing many customers turn to products that provide them with a comforting sense of nostalgia. Maison Margiela’s Replica fragrances, which are based on memories and stories, have seen incredible growth At John Lewis. Over the summer, we also saw a renaissance of luxe body sprays as customers began the shift back into nostalgic scents. Sales of Dior J’adore Deodorant Spray shot up by a huge 275%.”
And it is this move into nostalgic luxury that has really piqued my interest. Because for the past couple of years, I will admit that I have been somewhat of a bad beauty editor. In the past, big beauty launches were rare events that saw years and years of research by big beauty corps materialise as ‘game-changing’ products. But nowadays, there are simply too many beauty brands, too much information and too many choices for truly considered recommendations. And so, I have struggled.
But with 2022 and the nostalgia trend knocking, it seems as though this more is more approach to beauty is set to end. Much like the 1920s, forecasters are anticipating a return of opulence, luxury and glamour over the next few years. “We’re already seeing a rise of designer and couture brands in makeup. Valentino and Gucci and brought out out heritage ranges, with more fashion houses branching into makeup. It’s all about aspiration and luxury,” says Selvey.
While nostalgic beauty once meant picking up glitter eyeshadows, dabbling in a 90s-esque lip or embracing a 70s blow-out, in 2022, it’s set to become less of a trend and more of a general mindset. “We have seen a surge in founder-led brands growing quickly in the last five years. Now there’s an opportunity for heritage brands to go back to their roots, think about why they were created and show their strengths and stories to a new generation of shopper,” says Selvey. “We’re bound to see more creativity as a result of this—it’s set to be a really exciting year for beauty.”
Shop Our Pick of Nostalgic Beauty Products and Brands
The appeal of this classic perfume will never falter.
Makeup artists swear by these handy eyeshadow quads for effortless blending.
Long live the luxury of the Chanel nail polish.
Estée Lauder’s little brown bottle of skin-loving goodness will be a must-have in my skincare routine for eternity.
No matter how many years pass, Double Wear always tops bestsellers lists.
This classic face cream is really underrated. It’s simple, lightweight and delivers plumping moisture in seconds.
It was a favourite many decades ago, and Pond’s Cold Cream is still one of the best makeup removing cleansers money can buy.
J’adore is one of the most nostalgic scents around, and this pretty gift box is too good to miss.
Models used to swear by this handy lip balm backstage at fashion weeks, and I’ve fallen it love with it all over again.
Why did I ever stop using this mascara? It delivers high-impact voluminous lashes with just one coat.
Forget hoarding different lotions and potions for dry areas, this multi-use balm does it all.
Make your skincare work that bit harder with this high-octane booster.
Arden’s Red Door Red is a failsafe classic lipstick.
Yes, the Juicy Tube is back, and there isn’t a single Who What Wear editor who isn’t overjoyed.
This classic serum really does do it all. It’s expensive, but it’s one-stop skincare in a generously sized bottle.
One sniff of this perfume takes me back to carefree teenage years, and I’ve been misting it every single day.
Next up, Y2K beauty is set to make a major comeback In 2022—here’s all the inspo you need.
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