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It’s not surprising that the world was desperate to get a flavour of the singer’s skincare routine, the 47-year-old is often quizzed over his eternally youthful complexion and is the subject of many internet memes in which users compare his minimal ageing over a 10-year period.
Perhaps that youthful face behind the brand was always going to pull in sales, but add to that the fact that Humanrace hits every important skincare trend of 2020 and it’s bound for success.
The beauty of the range is in its simplicity, three core products – a cleanser, exfoliator and moisturiser – designed for a daily skincare routine.
The brand said it’s about offering “a focused skincare collection without any unnecessary steps”.
“The number one thing for me is routine, and that’s what we’re giving people a routine for maintenance,” Williams said in the Vogue video.
A “back to basics” approach was one of the key beauty trends highlighted by data and analytics company GlobalData for 2020.
“A minimalistic approach to beauty, skincare, and haircare will emerge as a way for consumers to identify only the most essential products for their individual needs and avoid the use of excess products,” Lia Neophytou, consumer analyst at GlobalData, said.
In fact, a GlobalData survey from Q3 2019 found that 81 per cent of global consumers consider living a less complicated lifestyle important to create a feeling of wellbeing or wellness.
Neophytou compared the trend to the South Korean ‘Skip Care’ concept, where consumers focus on purchasing only their most essential skin care products.
As the name suggests, Humanrace is marketed towards every human. All genders, all races, all ages and all abilities are considered customers of this brand.
And it’s not just a clever marketing ploy, the brand delivers on inclusivity and accessibility with non-gendered packaging and Braille messaging on each product for those with low or no vision.
Gender-neutral skincare has been a rising trend in the category in recent years. Brands such as The Ordinary have paved the way in genderless skincare and proven that the formula works.
Williams’ belief is that skincare is important for every human, regardless of ethnicity and gender, although he admits that men’s skincare is still very rarely talked about.
“I’m a man right, and no one teaches us… who’s gonna tell me? Except the beautiful women that have been in my life,” he told Vogue.
The range has been created in collaboration with Williams’ long-time dermatologist Elena Jones and meets most of the key requirements of the modern skincare shopper.
All the products in the range are cruelty free, fragrance free, gluten free, vegan and even microtear safe.
Vegan beauty products alone are growing increasingly popular with consumers. Statista expects the global vegan cosmetics market to grow 6.3 percent a year to US$20.8 billion by 2025.
In his Vogue video, Williams also speaks about the importance of SPF for all skin colours, which could signal the addition of a sun protection product in the future.
Protection from the environment and UV rays is a major skincare concern in 2020 and something many brands are considering in the creation of new products.
GlobalData’s Neophytou said consumers now have a heightened awareness of the impact environmental factors have on their appearance.
“This is fueling consumer demand for more complete protection, and it can be anticipated that the presence of the ‘anti-pollution’ claim will become a deciding factor when choosing between beauty products.
Consumer goods the world over are aware of consumer demand for sustainable, eco-friendly packaging.
Humanrace has incorporated these values into its range from the beginning, with a refill system in place to reduce waste.
The inner unit of each product is made from over 50 per cent post-consumer recycled landfill plastic, and can be removed and recycled.
Refills can be ordered online and shipped out to customers as with any other product in the range. A single material is used in the creation of the packaging to avoid additional sorting in the recycling process, and refills are sealed with heat cutting out the need for plastic caps.
The design, Williams said, was influenced by his love of Japanese culture and craftsmanship.
Until recently, wellbeing in beauty was purely about ‘safe’, ‘natural’ and ‘chemical-free’ ingredients; now, consumers expect a more holistic offering that spans physical and emotional aspects, according to GlobalData.
Wellbeing is the central message behind the Humanrace brand which said its mission is “to empower all people in their pursuit of wellbeing”.
By providing useful products and perspectives, the brand aims to help individuals “deepen their understanding of themselves and enrich their commitment to everyday wellness”.
“We believe that wellbeing is our most valuable resource, and are working to create a future where it is accessible to everyone,” according to the brand.
GlobalData expects the wider beauty industry will adopt this trend, introducing products that deliver on a deeper level.
“This will be an important focus for beauty players, since 74 per cent of global consumers are concerned about stress and anxiety, while 76 per cent are concerned about tiredness and fatigue, according to GlobalData’s 2019 Q3 global consumer survey,” Neophytou said.
As Williams puts it, the face is “the conduit of your expression and how you feel.”
“Your face means nothing without the spirit that comes behind it.”