GLOBAL Beauty and Personal Care Trends 2022 The future of the industry will see changing lifestyles impact consumers’ relationship with beauty and personal care in three crucial ways centred around sustainability, identity and technology.The global pandemic has left lasting impressions on consumers around the globe, creating shifts in lifestyle as well as priorities. This is playing out across beauty categories in a variety of ways, including the importance of ethics, the changing role of identity and how technology in?uences the future. Over the next two years, expect to see: 01 02 03 SUSTAINABILITY AND ETHICS MERGE CONSUMERS EXPRESS A TRUER SELF BEAUTY BREAKS DOWN BARRIERS Consumers will push back and demand to see bigger moves from companies on issues like climate change and insist that ethical impacts are displayed in clear and tangible ways. Online identities will merge with real life, allowing consumers to create their true selves. Multiple digital identities will allow for expression and creativity. The de?nition of “beauty” will become unde?ned as consumers look to break the rules. The power of culture and tradition will be realized in positiv