Cosmetic Formulations in the Age of Digital Beauty Models


 December 15, 2018

Innovative Cosmetic Formulations: How to Support Your Clients in the Age of Digital Beauty

If you have been following beauty industry trends online, perhaps you have heard about the two new models who have a huge social media following: Miquela Sousa and Shudu, “the world’s first digital supermodel.” However, these two beauty and fashion models are a little different from the norm. They are completely digitized. With flawless complexions and bodies, these CGI models are just the beginning of the digital beauty revolution, leaving some brands curious how these virtual beauties might affect future cosmetic formulations and consumer needs.

Let’s take a look.

How Are Digital Beauty Models Influencing Beauty Brands and Cosmetic Formulations?

One glance at Shudu’s Instagram feed is enough to make us question whether this digital beauty influencer is really real. Afterall, she even has pores and tiny wrinkles. Designed to be a woman from South Africa in her mid-to-late 20s, she has such a human-like vibe (and over 151k followers).

And forward-thinking brands are already noticing.

In fact, in early 2018, Rihanna’s cosmetics company, Fenty Beauty, reposted the above image of Shudu wearing one of its plush matte lipstick in “Saw-C” shade. The striking image has drawn game-changing interest worldwide.

According to the 28-year old British creator, Cameron-James Wilson, he hopes the digital supermodel will offer empowerment and diversity, bringing fun and creativity into his beauty images. But, as virtual influencers, such as Shudu, start to build bigger followings, many are left wondering about their potential impact on consumers.

An article in, states, “Part of the appeal of the influencer movement is that influencers are real, everyday people, not celebrities. Virtual influencers are, in some ways, anti-influencers, as they go against the current shift in the beauty industry toward authenticity.”

“Alessio Rossi, global chief digital officer of Shiseido Group, calls virtual influencers ‘a new form of art’  who are potentially equally as engaging as human influencers. Rossi notes that while virtual influencers exist on the opposite end of the ‘authentic’ spectrum, the level of perfection that can be achieved with them is equally as engaging. ‘Brands may come up with their own virtual influencers as long as they can tell a story,’ he says, noting the brand story has to stay authentic, no matter who is telling it.”

Even though the age of virtual influencers is still in its early stages, the implications for the beauty industry will be increasingly pertinent. It’s a very exciting time in the world of cosmetics.

Regardless of whether you and your customers see this CGI trend as a step forward or a step backward, there’s no question that digital beauty has already opened doors for brands to more freely innovate.

The future of personal care and cosmetics formulations is constantly changing. Don’t be afraid of the trends. Adapt to them. Use this as an opportunity to get inspired, expand on the diverse possibilities for new formulations, create new products and engage with your audience on new and exciting levels.

Stay in Tune with the Trends with Innovative Cosmetic Formulations from Kinetik

No matter what comes our way in real-life or digital beauty, Kinetik is prepared to help brands respond with the right ingredients and formulations to stay on top of trends and ahead of their competition.

As a cutting-edge raw materials supplier to the personal care and cosmetic industries, it is our mission to help brands nationwide with the innovative ingredients and cosmetic formulations they need to address diverse consumer needs. From vegan color cosmetics to multicultural beauty, we have you covered

We work with clients and represent suppliers worldwide. Contact us at (732) 335-5775 to speak with one of our sales representatives about ingredients to support your cosmetic formulations today.