Ben Bennett, founder of Hatch Beauty, a Santa Monica-based company that helps beauty brands and retailers on product development, creative services and strategic planning, recently shared the eight disruptors that are currently taking the beauty industry by storm. Here, Ben’s take on what’s shaping beauty:

1. The Return of the Pro: Consumers now expect to have access to the brands and talent once reserved for the elite and celebrated.

2. Minimalist: As the economy slowly starts to improve, consumers will go from frivolous and playful to more serious and empowered.

3. New Customization: There is a continued quest for the unique and niche as brands cross channels.

4. Face Shapers: We have never looked at ourselves more. Hence, consumers are more aware of their facial structure due to the high number of photos and videos that are continuously documenting our every move. As a result, chin implants and chin augmentation is fast becoming the most requested surgery in the U.S.

5. Performance-Driven Materials: Naturals are still popular but they must work. Accordingly, a “light” green trend is emerging.

6. The Help:

Consumers want to be served and are willing to pay for it.

7. Ancient Beauty Rituals: Another evolution of the green movement, consumers are looking at what has worked in the past without all of the frills.

8. Back to Basics: Shea butter, vitamin C, Nut butter, olive oil and retinol work. A shift towards these tried and true ingredients is emerging.