The 2021 Face: Conscious Beauty, Cocoon Factor and Other Big Beauty Ideas and Trends



Sustainability is, and will always be, an integral thread that runs through the pleasure we all find in beauty. Here are some big beauty ideas, product launches and beauty trends  for 2021.

The Cocoon Factor

There’s no denying our appetite for beauty products that can soothe the body and calm the mind has grown tenfold over the past year. The newfound appreciation of soothing beauty rituals is pushing this area of beauty into new, seriously pampering territory. Interestingly, we’re seeing age-old rituals experiencing a resurgence, with people embracing tried-and-tested routes to wellbeing for the first time – from acupuncture mats to dry brushing. Looking ahead, we’re perhaps most excited by the developments in the world of supplements as years of medical research are being poured into capsules that promise to heal and protect the skin from inside out.

And yet the sensorial pleasure we get from applying a luxurious oil or deeply nourishing cream continues to provide the day-to-day comfort we’re looking for. Some of self-care favourites include La Mer’s skin-plumping Genaissance Set, Sisley’s bestselling Black Rose collection (you’ll find the mask in every beauty editor’s bathroom), and Augustinus Bader’s potent products renowned for their ability to deeply hydrate and repair the skin.

“2020 has been the year for self-care and an increased focus on what we are putting on and in our bodies. The beauty of supplements is exactly that – to add to your existing routine. Our customers are really responding to the heightened desire to look after ourselves, from sleep-inducing supplements and CBD to skin, hair and nail boosters, there’s something for everyone.”

– Emily Sunders, Beauty Buyer.

@Beauty Bakerie x @Selfridges

It goes without saying: everyone should be able to enjoy beauty.

And as integral as a fully inclusive shade range is, the conversation around race and representation now goes beyond just offering additional shades to a foundation line. Instead, Selfridges beauty buyers are looking to the Black-founded brands that are questioning the status quo and moving things forward – from the inspiring Cashmere Nicole of Beauty Bakerie to the powerhouse that is Pat McGrath, plus the women behind Dizziak and Bouclème who saw a gap in the market for luxurious and effective haircare for all hair types, including afro hair.

Nigerian-born Sharon Chuter founded UOMA on the principle of empowering women to celebrate their differences.
“Everything should not be one size fits all,” explains Sharon, “this is why we created a foundation with unique formulas for different skin types. Inclusivity starts at home. As an industry, we need to learn to embrace our differences, uniqueness, heritage and identity.”

“I hope to play a small part in making the world a better place – a place where women who look like me understand that they are truly beautiful and have the courage to explore that from outside in. Every person deserves to have that feeling of being enough, being worthy, being beautiful.”

– Sharon Chuter, Founder, CEO & Creative Director of UOMA

@SUNDAY RILEY Superstars travel kit; PROJECT EARTH CRUELTY FREE @Selfridges

Conscious Beauty

In 2021 earth-conscious brands are proving that their formulas are just as luxurious and indulgent as their counterparts – from Tata Harper and Sunday Riley’s high-grade cruelty-free skincare to the totally vegan Biossance, which are all housed in recyclable packaging. Also reducing their footprint are Hermès with its gorgeous refillable lipsticks and fragrance brand Floral Street, whose vegan candles are all responsibly sourced and recyclable.

Westman Atelier is a range of carefully crafted products that marry skin-loving (palm-oil free) ingredients with fast, easy make-up solutions from world-renowned make-up artist Gucci Westman.

@Loewe Agua Miami fragrance


Scent-scapism: ‘How does that fragrance make you feel?’ ‘Who do you want to be today?’ are just some of the questions you may ask yourself before choosing your next bottle.

Gone are the days of spritzing a simple feminine floral bouquet; modern fragrances are all about the experience. Brands are focusing on escapism more than ever

A discovery set is a great way to test-drive a few fragrances – Byredo’s La Sélection Nomade includes three travel-size versions of its bestsellers for an introduction to the chic Scandi brand. And when it comes to storytelling through scent, does anyone do it better than Maison Margiela? Hmm, probably not. Its Replica fragrances are designed to evoke personal memories and locations – from favourites Beach Walk and Lazy Sunday Morning to By The Fireplace. The citrussy musks of Loewe’s Agua Miami or Tom Ford’s Neroli Portofino will transport you to the balmy evenings of Miami or Italy.