Beauty trends are always top of mind at the start of a fresh year, but when it's not only a new year but also the beginning of a new decade, the anticipation feels even more dramatic. We've already consulted celebrity hairstylists, makeup artists, and some of the best dermatologists and estheticians about the most important 2020 beauty trends, but we were curious about what trends do the most influential women in the fashion and beauty love.
This month, Create & Cultivate, an organization dedicated to leading women in business, just announced ts fourth annual Create & Cultivate 100 List in partnership with Chevrolet, highlighting "100 women across 10 categories who are making moves and re-defining the future of the workplace and the world." We recommend checking out the kick-ass females in every category, but today, we're focusing our sights on specifically on fashion and beauty. The 14 women below were previously interviewed for the C&C 100 website, and today, we've asked them what 2020 beauty trend do they love and always recommend to their friends.
Ahead, we're serving up all of their answers—from at-home micro-needling tools to luminous, barely there foundation—get ready for the best 2020 beauty trends you'll want to ingratiate into your routine ASAP. Keep scrolling!
Lily Aldridge, Model & Founder of Lily Aldridge Parfums
The Trend: Eye Masks
"I love eye masks, especially when I’m traveling. When I have a long flight, I’ll always reach for an eye mask. It gives me the chance to close my eyes and relax!
"The 111SKIN Sub-Zero Eye Mask ($105) has been a beauty staple of mine for a long time. You can instantly feel the coolness when you put on the little patches, and they help to de-puff almost instantly. If you’re always on-the-go and running on a few hours of sleep, these are a lifesaver.”
Cassandra Huysentruyt Grey, Founder of Violet Grey
The Trend: Micro-Needling Tools
"I’m obsessed with BeautyBio’s painless micro-needling tool known as GloPRO, which triggers the skin's natural regenerating process to promote firm, plump, youthful-looking skin that even the most needle-adverse beauty obsessives can enjoy. Before I turn out the lights, I roll my face with this tool to help my Melanie Simon Skincare Serum C serum ($200) penetrate deep into my skin.”
Miranda Kerr, Model & Founder of Kora Organics
The Trend: Celery Juice
"Every morning on an empty stomach, I drink at least 16 ounces of organic, cold-pressed celery juice. Celery is amazing, as it’s a powerful anti-inflammatory, supports kidney function, is alkalizing, and also full of electrolytes. I feel it really helps my digestion, brain fog, and energy levels.”
Nyma Tang, Beauty Vlogger
The Trend: Reverse-Contour
"My absolute favorite beauty trend right now is reverse-contour. There are very few contour shades for my complexion to begin with, so I use my under-eye/highlight shade to brighten underneath my cheekbones instead. Reverse contour gives you the same illusion as contour—defines and lifts the cheekbones, slims the face—without the hassle of buying a whole new product specifically for contouring.”
Anastasia Soare, Founder of Anastasia Beverly Hills
The Trend: Luminous Foundation
"I’ve seen a surge in wanting to strip down rather than cover up. There’s been an investment into skincare, and then into foundations that actually feel as though they’re letting your skin shine through. I love that the ABH Luminous Foundation ($38) delivers just that. It smooths and blurs imperfections while remaining featherlight, fresh, and glowing.”
Franchelli Rodriguez, Beauty Influencer & YouTuber
The Trend: Laying Your Edges
"The number one beauty trend I love is laying down my baby hairs. I do this every single day with this little brush I found at Ulta. I feel like laying down your baby hairs, also known as edges, polishes any look and allows you to be creative. I love laying down my edges.”
Shani Darden, Celebrity Esthetician & Founder of Shani Darden Skin Care
The Trend: Retinol
"Retinol Reform ($95) is the number one product I always recommend. I use it almost every single day, and I cannot live without it. It’s an amazing multi-tasking product that combines lactic acid and retinol to boost collagen in the skin, minimize fine lines and wrinkles, reduce hyperpigmentation, and help to keep skin clear and blemish-free. It can really transform the skin!”
Desi Perkins, Beauty Influencer & YouTuber
The Trend: Healthy, Natural-Looking Skin
"I love the skin to have a natural healthy-looking glow from within—your skin but a better moment. I use Charlotte Tilbury’s Airbrush Flawless Longwear Foundation ($44). I use it more so on the high points of my face to get the glow in all the right places.”
Paige Adams-Geller, Owner & Creative Director of PAIGE
The Trend: Lash Extensions
"One beauty trend I always recommend is lash extensions. They cut down the time to get ready in the morning and give your eyes a little pop.”
Tylynn Nguyen, Model & Designer
The Trend: Face Oil
"Face oil! My favorite one is by Circumference. It penetrates the skin well and leaves you feeling refreshed, especially if you sleep in it."
Marni Senofonte, Celebrity Stylist
The Trend: Skin Jewelry
"Skin jewelry (à la Euphoria). I don’t know how to apply makeup, so this is my absolute go-to. Peel and stick—life-changing!"
Brittany Xavier, Fashion Blogger
The Trend: Amazing Arches
"Well, I’m not sure if this is a trend, but I get the most questions about my brows and which products I use. I always recommend the Hourglass Arch Brow Sculpting Pencil ($34) because it stays in place all day."
Lauren Chan, Founder of Henning & Former Fashion Editor
The Trend: Amazing Arches (Again!)
"I love that bold brows became trendy a few years ago—and that they've have stayed in! When I was a teenager, I plucked my full, dark Armenian brows to near extinction. I’m lucky that they grew back and now I appreciate them for their boldness. The products I use to make them look their best are Benefit Cosmetics’ Goof Proof Pencil ($24) and Gimme More Brow! Gel Set ($24).”
Iskra Lawrence, Model
The Trend: Concealer > Foundation
"Less is more! Especially when it comes to your makeup base. That’s why I barely ever wear foundation (unless for events or when I feel like more coverage). Instead, I love using concealer where I feel I want it to brighten and even my redness and breakouts. My fave is L’Oréal Infallible Full Wear Concealer because it’s super waterproof and lasts all day, plus you can also mix it with your moisturizer so you don’t have to travel with both a concealer and foundation!”
