AVON: two-thirds of women prefer more natural make-up

AVON’s Future of Beauty report confirms that two-thirds (65%) of women today prefer a more natural look. This cultural trend greatly influences women’s beauty preferences, from the purchase of makeup and skin care products to the cosmetic treatments they choose. In the past, cosmetic procedures and make-up styles were all about achieving an exaggerated look, but fewer and fewer women are opting for more extreme styles, as they no longer need a bold look to feel confident. The trend of “the more the merrier” is clearly turning towards the “healthier, happier” direction. Instead of covering up and hiding flaws, the world is moving towards more minimalist beauty care trends, i.e. women prefer to emphasize their natural beauty with fine tools and light makeup. All of this is supported by the “Clean Girl” look, i.e. the spread of the imperceptible make-up trend. This is confirmed by the trending hashtag, which boasts no less than 750 million hits on TikTok.