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The high-tech beauty industry trends in 2022 | A look in the mirror

Chief Marketing Officer
Nov 23, 2021 โ€ข 9 min

The beauty industry is adapting to change. And the change in 2022 means a high focus on sustainability, digitalization, and clean products. 

High Tech Beauty trends in 2022

Contrary to the title, the 2022 beauty trends will actually be consciousness-driven by the consumers, rather than the old fast-fashion lane of the beauty industry and a supplier trend-setting approach.
Overall, the beauty industry will grow (as it usually does), but this time will continue to rise accompanying the health and wellness verticals.


Transparency and Diversity

Augmented Reality 

Artificial Intelligence, Machine Learning, and IoT

AR and filters

Sustainability โ™ป๏ธ 

Consumers are more conscious than ever furthermore meaningful sustainability messages and positioning from the beauty companies are on the rise! 

There is a high demand for sustainable products and packaging, cruelty-free, vegan, biodegradable, refillable, plastic-free, water-free, perfume-free, even plastic-free, and of course, fair and ethical sourcing. Companies are struggling with finding ways to minimize their carbon footprint and their impact in terms of climate change. 

Fortunately, the tech industry is a great way of helping beauty brands to be more eco-friendly through ๐Ÿ‘‡

  • Personalization services: building algorithms that can help brands identify consumers' specific needs and behavior leads to identifying personalized routines and products. 
    Hence, the consumers will be satisfied with their purchase and minimize the number of product returns.
  • Reduction of overconsumption: people tend to buy multiple products in order to find that one product they actually need or fits their needs. 
    In addition to smart personalization, excellent UX/UI and clever copywriting can help consumers quickly identify their needed product without going through hundreds of options with a cumbersome user flow and hard-to-understand copy, ingredients, and/or impossible to find reviews.
  • Reduction of sample packaging: there are zillions of samples out there, for literally everything. 
    And the tech industry can help beauty brands reduce this number through AI algorithms that will analyze the data of all purchases and consumers' needs and provide a curated list of products that should be packed as samples. Furthermore, Augmented Reality (AR) technology can help consumers and brands through virtual try-on experiences.

There is a long way for the world towards a 100% green and sustainable approach, but available technology can definitely help the beauty industry become eco-friendly, avoid greenwashing and make a real (positive) impact on the environment. 

Transparency and Diversity โœŒ๏ธ

Consumers are way more aware, educated, and concerned, doing their (as in our) part in preserving our planet.

The next years will see a rise in everything that leads to transparent packaging, ingredients' trustworthy sourcing, clean formulas, and partnerships with small businesses and minority business owners. 

This might seem like a human factor mainly, but when it comes to technology and how it can help to ensure transparency and diversity in the beauty industry, there are still a few options to look at, such as:

  • marketplaces to identify niche chemists and small businesses to ethically source ingredients
  • apps to scan the ingredients and provide details about them

Augmented Reality (AR) and social media filters ๐Ÿ“ฒ

It is no surprise that AR is still hitting the charts in trends across all industries, but the beauty industry has a lot of space for it as well. 

The pandemic made it hard for people to go in the shop and test different products, and most of us worked online and we wanted to look great on camera all the time. 

So here are just a few ways to use AR in the beauty industry:

  • AR Filters for skin brightening, creating a glow effect, make-up, and hair. Everyone wants to look good on their Instagram feed! 
    While the pandemic forced us to focus on our skincare (hello, maskne!), the huge number of virtual meetings left people looking at makeup differently as well. So, there will also be a lot of space for AR and filters not only across social media but also within the virtual meeting tools to easily add makeup and change hair dye before going live
  • Virtual Try-on  
    There are multiple reasons we all love virtual try-on options - commodity, lack of ability to go in the stores, sustainability, curiously, etc. And the beauty industry has finally decided to focus more on personalized experiences and quality over quantity. 
    Virtual try-on has seen plenty of interest over time, and it hit the charts in 2020 in terms of google searches. 



Multiple brands started to introduce try-on options on their website to make it easier for the consumer to identify the shades they need for their products (makeup, lipsticks, foundation, etc). This amazing tech solution was only adopted by very well-established beauty brands, but it will become way more affordable and easy to implement (ARKit from the latest iOS release is actually an amazingly well-rounded solution to start with) and we are sure it will be adopted by many brands across the world. 

In addition, while virtual try-on was already adopted by the eyewear industry, we think it will also be adopted by the jewelry businesses and hair dye companies.

The beauty of Artificial Intelligence (AI), Machine Learning (ML), and Internet of Things (IoT) ๐Ÿค– 

Artificial Intelligence (AI), Machine Learning (ML), and IoT are used and abused across all trending articles, but the beauty industry is still behind when it comes to adopting them. 

How to use AI, ML within a beauty app

  • Personalization 
    Using the right algorithms within a beauty app will ensure a more functional approach towards product purchases. By knowing a consumer's exact needs based on the skin type, preferences, and goals, AI and ML can help brands provide personalized routines and products to each consumer. 
    AI can call on a huge range of methods to provide suggestions and personalize the users' experience. The technology can connect multiple metrics, products, and ingredients to support both product lines and the customer's skin care needs.
  • In-depth analysis using AI and IoT
    Devices connected to your phone or just standalone tools using AI can do wonders when it comes to in-depth analysis, and of course, better personalization. 

Beauty brands can now easily build:

  • skin scanners and skin apps to help consumers get instant At-Home Skin Assessment. A good example here would be the set of solutions from Fitskin™ or one of the solutions we’ve mentioned in our article on What is SPF and how to use it together with technology to better protect yourself.
  • hair scanners - similar to skincare, hair care is another huge topic and there are scanners out there to help consumers scan their hair and scalp to identify any damages, diagnose and treat hair conditions. 
  • shade match scanners - beauty apps can have multiple purposes in terms of scanning, some can be for diagnosing conditions or types of skin/hair, but others can be to make your choices easier and faster. 
    A shade match scanner will scan your color type and pigmentation and help you identify the right shade for your foundation or other makeup products.
  • Packaging scanners to check the ingredients - as mentioned at the beginning of the article, sustainability and transparency are top priorities for consumers. 
    And our guesstimation is that people will not only research every single product to double-check the ingredients and how healthy they are but they’ll also try to identify ways to demystify the chemist and cosmetic copy into human-friendly content.
  • Makeup Printers. The IoT world never ceases to surprise us. The printing industry penetrated the beauty one and there is a high demand in terms of printed makeup now.
    Basically, a makeup printer scans the consumers' skin, checks for any depigmentation, and then deposits the perfect amount of serum one may need to conceal any sunspots, post-inflammatory hyperpigmentation, or even age spots. The serum that is deposited through the makeup printer uses a mixture of red and yellow pigments and a shade that is as close as possible to your natural skin tone to make the serum print the perfectly matching makeup. 
  • Smart hairbrushes. We all comb our hair, but smart brushes are on the rise as hairstylists' visits were kind of limited in the past two years and people were focused a lot on their online appearance as well. Smart brushes use sensors to identify split ends, damaged hair and even measure frizz and hair quality. 
    Based on the hair’s status, a smart brush is built to identify the right brushing patterns and strokes, using the vibration and movement that is best suited for your hair to avoid increasing damage.
  • Multi-application devices. We've mentioned a multitude of technologies up until now: skin scanners, hair scanners, smart brushes, etc. And they are all amazing, the only downside of it is that they were built as single-application solutions. 
    Experts are now aiming for solutions that are as close as possible to all-in-one devices/apps. This is why the multi-application devices are peaking and we think they will rise even more in 2022, as dermatologists and physicians need to perform multiple treatments via one system.

When AR meets AI ๐Ÿค 

A+ is the result of the beautiful love story between AR and AI in tech. Looking at the beauty industry trends and how beauty apps are evolving, we can only see how A+ adoption is accelerated across different verticals:

  • E-makeup: to wear a beautiful look for your virtual-only interactions (e.g., zoom meetings, social media live sessions, etc)
  • Smart Sampling: virtual try-on solutions and samples that are produced and delivered based on your audience needs and personalized recommendations
  • Digital Diagnosis and e-expertise: multiple marketplaces and apps host virtual events and provide complimentary consultations from beauty consultants, cosmetologists, and dermatologists. While the pandemic called this an innovation at first, we think this is a necessity for the future as well and this type of service will only grow. 
  • Diagnosis to Delivery: there are plenty of ways to personalize a service nowadays, and beauty apps have now taken a step forward and added the option to deliver the recommended products to your doorstep with just a few taps. 

E-commerce and e-expertise ๐Ÿ’ฐ 

Ecommerce is the future, and this is definitely not the news. But the digitally-enhanced stores and phy-gital spaces are! 

Brands are now experimenting with new technologies and ways to create stunning experiences no matter if the consumer is behind a screen or they physically walk into the store. This upgraded version of e-commerce is way more accessible and we think it is here to stay. 

Technologies to enhance e-commerce experiences:

  • Stores are now adding interactive displays, screens, and selfie studios.
  • Virtual try-on can be done from physical stations as well: consumers can easily walk into a station and pick an entire outfit to virtually try-on, or even complete makeup looks. 
  • Smart touchscreens use infrared technology to help consumers match their skin tone with the right foundation. 
  • Contactless shopping: consumers can just scan their products using their mobile phone and checkout. 

Subscription-based E-commerce 

There is high demand and strong growth in the clean hair and body care innovation, as well as in the categories covering sunscreen and serums. Mostly because skincare became a priority, while maskne became a challenge for most of us, and so did hyperpigmentation. This led to an increase in recurring purchases and we definitely think that most beauty brands will work on:

  • customized monthly subscription skincare or haircare routines thanks to the in-depth analysis done via scanners and the e-diagnosis 
  • men's skincare product development is also on the rise, and recurring plans to get their products covering shaving, skincare, or cologne are also a good way for companies to reach their consumers easily.

Social commerce 

The time we spend on social media is higher and higher, and this is where all brands can showcase their products best. 

If up until now everyone used social media to increase awareness, support engagement and social interaction between a brand and their consumers, Instagram and other social media channels made it extremely easy for brands (no matter their size) to use e-commerce features. This keeps the users within the platform and allows them to buy and sell products and services with just a couple of taps in their feed.

The beauty industry trends and the beauty apps of 2022 are looking extremely promising and we are more than excited to see them on the market! 



Build Your Beauty app with us ๐Ÿ’„ 

The beauty of having us as a tech partner is that we know how this industry works and our portfolio covers apps for diagnosis, treatment, and hyper-personalization across multiple beauty and health verticals — and we look forward to working on the next meaningful beauty software!  

Got a beauty startup, or are you looking to digitalize any glam or beauty services or any part of the beauty, fashion, and retail act? Get in touch with us and let’s talk! 




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