An increasingly popular trend I'm seeing for cosmetics brands is this clean minimalist style with just one flat color and simple white sans serif typography. Other styles of fonts are also used, I've noticed monoline script fonts being used a lot. Pastel colors are very popular, but more bright saturated colors and muted colors are also used. Some brands use the same color uniformly for all products like the very popular brands Kylie Skin, Florence by Mills and Fenty Skin featured in the image above.
Some other brands also using one brand color like this is Then I Met You, Go-To, Bloomeffects and Asarai. But a lot of brands are also using a range of different colors, one for each product or each product line. Some brands doing this is Lani, Ida Warg, Summer Fridays, Bybi and Bangn Body.
There are also tons of old legacy brands that have jumped on this trend like Neutrogena, Laneige, Clinique and Clarins. Monochrome outfits has also been a big trend in the last years in runway fashion, which I think is a bit of a parallel to this.
I think this is a trend that will continue to grow in popularity considering the general direction of more minimal style of design being embraced, since one of the easiest way to make a minimalist design fun is to add color.
Another factor that I think is pushing this trend is the importance of having a product that is going to look good in photos for social media and the clean monochrome look definitely looks great in shelfies, flatlays and other kinds of pictures featuring products. Which is something that can work for your brand on so many levels. People will be more interested in buying your products to use in their photos. People will find your brand because they saw your products in these photos. It really helps build brand recognition.
Thank you for reading! //Jennifer
