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It’s the start of the new year and the perfect time to shake up your beauty routine. If you’re curious about some of the latest product trends hitting social media and the salon, you’ve come to the right place. From supposed hair-growth miracle products to CBD everything, we’ve covered some of the biggest beauty trends of 2020 and given you the breakdown on what products you can expect to see everywhere this year. 

Castor Oil 

A long-time natural beauty staple, castor oil has is officially entering the mainstream. Praised for its hair-stimulating properties, particularly an inflammation-fighting fatty acid called ricinoleic acid, fans claim that castor oil can boost hair follicle strength and promote hair growth. While there is currently no scientific evidence to prove that castor oil causes hair growth, many experts stand behind it thanks to its antibacterial and anti-inflammatory properties—and countless product reviews sing its praises. 

We predict a rise in castor oil-containing products in 2020. In fact, we’re already seeing a range of castor oil products designed for use on everything from hair to nails to brows, lashes, and even skin. Our recommendation: avoid using pure castor oil anywhere besides the scalp. Test for irritation first, then apply only a few drops. Too much oil can be difficult to wash out and leave your strands looking greasy instead of lustrous. A simple way to try out the trend? Instead of pure castor oil, look for products that contain this cult-favorite ingredient, like hair masks, shampoos, and conditioners.  


With medical marijuana being legalized in 33 states and recreational marijuana now legal in 10 states, plus Washington, D.C., cannabis is losing its “stoner” image and quickly becoming the new face of beauty and wellness, all thanks to CBD. That being said, there’s still a lot of confusion surrounding this explosive trend. CBD, or cannabidiol, is one of many compounds found in the plant known as cannabis sativa. Unlike the other most commonly known compound extracted from cannabis sativa, THC, CBD does not get you high. But, many proponents of CBD claim that it does have a tremendous number of benefits, many of which we’re just discovering. 

In beauty, CBD is praised for its anti-inflammatory and pain-reducing properties, as well as its ability to treat a whole range of beauty and wellness concerns, from acne to dry skin to eczema to redness to minor pain and even anxiety. We’ve seen a crop of CBD beauty products hit the mainstream, and we expect to see a lot more. To get the most out of this product—and to avoid gimmicks—stick with CBD skincare products that are meant to be left on, like serums. Avoid products designed for hair, brows, or lashes as hair follicles lack cannabinoid receptors. 


Beauty Supplements

If the past few years were marked by seemingly every Instagram influencer singing the praises of Sugar Bear Hair gummies, 2020 marks the start of the beauty supplement glow-up. While the focus is the same—promoting healthier hair and skin from the inside out—beauty supplements are becoming more refined, come in chicer packaging, and are more hyper-focused on specific concerns than ever before. 

Take, for example, biotin. Though this is one of the oldest and most well-known supplements, it’s currently creating a major buzz in the beauty world. Proponents claim that biotin—which is an essential nutrient that aids in metabolizing amino acids, fatty acids, and glucose—can boost hair and nail growth while improving overall strength and beauty. The actual scientific research on biotin’s beauty-related benefits is limited, but that doesn’t mean it doesn’t exist. Some studies have shown a connection between increased biotin intake and reduced nail brittleness and splitting. 

Our advice? Always check with your doctor before beginning any new dietary supplement, including biotin, and remember that biotin research has only focused on ingestible supplements, not topical products. 


Coconut Oil  

The popularity of coconut oil has exploded in recent years. Fans sing praises of its versatility, using it for everything from cooking to cleaning. But the biggest coconut oil trend has to do with its supposed beauty benefits, including purportedly softer and healthier hair and skin. 

But, many beauty experts claim that, despite its popularity, coconut oil can actually be bad for your skin and your strands. 

When it comes to your skin, coconut oil can be hydrating—but it works to hydrate by trapping moisture, which essentially means clogged pores. For those with oily skin or who are acne-prone, this can lead to worsened problems. 

And, when it comes to hair, coconut oil can literally mask problems and lead to long-term problems. When hair is damaged or over-processed, it needs amino acids. Coating strands in coconut oil prevents essential nutrients from reaching the hair shaft. While it may make hair feel softer initially, it’s nothing more than a quick fix. Instead, when your hair needs serious moisture, opt for an ultra-moisturizing, amino acid and vitamin-heavy hair mask, like KEVIN.MURPHY’s YOUNG.AGAIN.MASK with Immortelle.