From jelly nails to bubble face masks and unicorn hair, beauty trends are increasingly coming thick and fast.
But differentiating between fleeting trends and true category drivers is vital to brands and retailers looking to secure future loyalty and revenue.
Today, companies face a unique challenge as consumers take on a multi-faceted approach to beauty, one that increasingly favours fast trends and international brands, but still relishes transparency and individuality.
In Mintel's latest report, the market insights firm is helping to shed some light on the core trends driving the UK beauty industry. So what is the forecast?
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