In terms of where customers are going to find the latest beauty products, a lot of consumers are turning to their social channels (primarily Instagram), blogs, beauty news sites like Happi.com and beauty subscription services like Birchbox to cut through the clutter. Kirstin Ratcliffe, merchant – makeup division, Birchbox, New York, NY, chats with Happi.com about curious color cosmetics and more for Fall 2017.
 
Happi: What qualities are shoppers looking for in cosmetics and where do they go to find the latest products?
 
KR: We've seen a larger shift towards multifunctional products that:simplify your routine, include benefits and are natural and ingredient-focused.
 
Happi: What are the hottest trends right now in cosmetics and why?
 
KR: Brow continues to be a growing category and focus for the industry. There has also been a lot happening with metallics and glitter. For example, we have a new Love of Color launch coming in November 2017 focused on eyes, and MAC Cosmetics is re-launching their Dazzleglass, a glitter infused lip gloss.  
 
Radiance and sheen effects continue to be strong trends, including subtle glow from luminizing primers/bases, going beyond the capability of a traditional highlighter. Stila One Step Illuminate launched in August 2017. Transformative and color-shifting products are also making waves this year with Lipstick Queen's Mornin' Sunshine Lipstick (shifts from yellow to a beautiful coral launched in Spring) with some exciting new rollouts coming in the next few months.  
 
Happi:  Are there any ingredients that are big right now in beauty and why?
 
KR: Consumers are a lot more cognizant of what ingredients are actually going into their products. Brands like Han Skin Care Cosmetics are taking a unique approach by using fruit and plant pigments (rather than synthetic colorants) to provide the beautiful hues in their products. Coconut oil has also been an ingredient we've seen popping up a lot in color to provide nourishing benefits—e.g. Jouer Cosmetics launched a new high-pigment lip gloss infused with coconut oil.  
 
Happi: What are the future trends in beauty for later in 2018 and beyond?
 
KR: I think we can expect to see even more brands turning a focus towards “good for you” ingredients as well as more of a push for multifunctional products for the woman on-the-go (lending to the athleisure/athluxury trend).  Additionally, innovation in textures is likely to continue—metallics and sparkle—as well as more skin care-infused color products.