Projected Future

Every girl has experienced the difficulty of trying to find their perfect shade in foundation, powder, concealer, etc. With so many different skin tones and undertones it is hard for companies to create multiple perfect shades. Customization is starting to take off within the cosmetic industry because women want a shade that is right for them. Some companies are utilizing technologies like iPhones, to have customers send in a picture of their face. After the picture is received, the company will then make a personalized foundation and send it back. (Forbes, 2016).

In the future of the cosmetic industry, we expect to see new brands popping up created from influencers. Influencers have such a large following that when they launch a brand, there is an automatic interest and buzz around the company. More and more influencers are launching companies and we expect more to follow suit in the near future.

We expect smaller brands like Colourpop, Morphe, and Makeup Geek to become more well known and become bigger competition to brands like Mac, Anastasia and Urban Decay. They sell high quality products for a more affordable price. They also have great customer service and treat their consumers very well. They make products that their customers love so they keep coming back.

Along with smaller brands becoming more popular, we expect drugstore makeup to up their game. Brands like Wet & Wild, Covergirl, and Maybelline, have started to produce more makeup that is comparable with more high end brands. These brands are becoming more popular because they are more affordable for the everyday person.

On the go products are starting to gain more attention as we head into the future. With women becoming so influential and having such crazy schedules, there is a demand for easy, on the go products. Most women are trading their vanities for bathroom sinks and back seats of cars, so these products would definitely have a huge presence. (Refinery29, 2014).