The Future of Beauty? It’s Already Here
October 9 | 5 minute read
Words by Team MECCA
To find out, we turned to the brands at the forefront of innovation across skincare, makeup, fragrance and haircare: how are new innovations in science and technology being combined with global trends? And – how will this lead to the creation of brands and products we one day won’t know how to live without? You heard it here first.
The technology: bioactives
The next big thing in beauty tech? Anything bio – bioactives, biocompatibility, biomimicry.
Rather than searching for the next ‘it’ ingredient, biotech is about understanding skin’s physiology on a molecular level – and harnessing it to create products that mimic those natural functions. The theory goes that these formulas work better, faster and with less irritation, because they’re more compatible with the skin.
Take UK brand REOME’s Firming Eye Treatment, which centres on DHK-3™ – a plant-derived antioxidant made more potent through biotech cultivation. The result is under-eye skin that looks firmer, smoother and brighter almost instantly, with some noticing changes within an hour.
As REOME founder Joanna Ellner explains, “[Biotechnology] makes itself our skin’s best friend by becoming like the skin itself.”
That thinking formed the basis of Mimétique’s Skin Mimetic Restore Complex (SMR-C5), which blends five actives to support collagen production, hydration and the skin barrier. Alongside these ingredients, the formula of the bestselling Skin Restore Plumping Face Cream takes things one step further, with a formula designed to replicate the oil-and-water composition of skin.
The brand’s Oxygen Amplified Therapy (OATH™) is a breakthrough ‘delivery system’ – first used in surgical recovery – that transports liquid oxygen to the deepest levels of the skin, which then stimulates the body’s collagen and elastin production.
“We’re actually increasing microcirculation when you apply the product to your skin... That’s a biomimicking action,” says Camme.
The philosophy: self-care is everywhere
At kit:, ‘skin wellbeing’ is king; formulas contain herbal adaptogens for a spa-like sensory experience, while inspiration comes from practices like cold plunging (the Cold Therapy Facial Treatment) and even the ancient Chinese practice of cupping, via their Facial Cupping Tool (described as bringing ‘a heritage ritual to your modern self-care routine’).
Meanwhile, Isamaya Ffrench, celebrity and editorial makeup artist and founder of ISAMAYA, adds, "Often, we think of makeup as a superficial thing, but it's not. It's transcended that, to the point of being this ritualistic symbol that empowers us to be performing at our best."
The routine: efficiency, optimised
From makeup that doubles as skincare (ISAMAYA’s Colour Correcting Serum not only delivers sheer pigment but also balances oil, minimises pores, boosts radiance and adds hydration, while MECCA MAX’s Life Proof Setting Spray locks in makeup and moisture with castor oil), to Dyson’s new Supersonic r™, which is simultaneously the brand’s most powerful and smallest, lightest hair dryer, the focus is on doing more in less time.
In skincare, Mimétique’s routine comprises just four products (cleanser, serum, face oil, moisturiser), while Element Eight infuses eight different actives into its lightweight, do-it-all hero, the O2 Niacinamide Eight Active Serum.
The artistry: reveal, don’t conceal
“It's not about covering up, it's about enhancing, it's about celebrating,” says Ffrench, adding that ISAMAYA doesn’t include any traditional foundation. That principle is especially apparent in the brand’s Skin Enhancing Duo – a sheer blush-and-highlighter made to, as the name suggests, enhance rather than change or cover.
The other ultimate expression of individuality? Fragrance, and nowhere is that celebrated more than at BORNTOSTANDOUT. Founded in South Korea as an express reaction against conformity, it’s the antithesis of an increasingly conservative, isolated world: emotional, rebellious, uncensored, bohemian, and designed for cult appeal, rather than mass appreciation. The decadent, indulgent SUGAR ADDICT EDP takes the gourmand trend and turns it on its head – sweet and sharp, bold and intimate, rich yet weightless – to create something truly unexpected.
