# Fantastical Beauty Consumers turn to mermaid-themed cosmetics for a touch of escapism. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published Mar 28, 2018 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/fantastical-beauty ## Key Figures - Trend score: 5.4/10 - Evidence articles: 4 ## What is the Fantastical Beauty trend? **Fantastical Beauty:** Drawing upon the mythos of beauty associated with mermaids for inspiration, consumers are incorporating mermaid-themed makeup into their routines as a deviation from the ordinary. Consumers utilizing mermaid-inspired cosmetic products serves as an evolution of the world of beauty as a form of escapism, rather than simply experimentation. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 12, 2017 to Mar 8, 2018 - Published: Mar 28, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Fantastical Beauty trend ### Mermaid-themed makeup Consumers are incorporating mermaid-themed makeup into their routines as a deviation from the ordinary, which serves as an evolution of the world of beauty as a form of escapism. ### Aquatic hues and shimmer Consumers have become fixated by dazzling rainbow-inspired products, especially those that take inspiration from mythical creatures like unicorns, fairies and mermaids. ### Whimsical and glistening makeup palettes Mermaid-inspired makeup palettes show no sign of slowing down as big brands continue to introduce whimsical and glistening offerings that offer both subtle day and dramatic night looks. ## What the Fantastical Beauty trend means for industry ### For Beauty New trends in mermaid-themed makeup and aquatic hues provide opportunities for brands to innovate and create new lines to appeal to consumers. ### For Fashion Whimsical makeup palettes can inspire fashion brands to create clothing, accessories, and other products with similar color schemes to appeal to consumers. ### For Entertainment Mythical creatures continue to inspire new trends in makeup, fashion, and other industries, providing opportunities for entertainment companies to create new content and merchandise related to these mythical creatures. ## Workshop question How could your brand cater to consumers' desire for escapism? ## Trend signals for Fantastical Beauty Trend score 5.4 out of 10, from popularity 73%, activity 81%, freshness 8%. - Popularity: 73% - Activity: 81% - Freshness: 8% ## Examples of the Fantastical Beauty trend 4 featured examples from Jul 12, 2017 to Mar 8, 2018. - [Whimsical Mermaid-Inspired Makeup Palettes](https://www.trendhunter.com/trends/mermaidinspired-makeup-palettes): Tarte Has Introduced 'Be a Mermaid and Make Waves' (Category: Fashion) Implication: The cosmetic industry is ripe for disruptive innovation as makeup wearers continue to seek out unique and eye-catching products like mermaid-inspired makeup palettes. - [Mythological Matte Lipsticks](https://www.trendhunter.com/trends/mermaid-tears): 'Mermaid Tears' is the Latest from the Too Faced Mythological Line (Category: Fashion) Implication: Cosmetics brands experimenting with product lines inspired by mythology can capture the attention of younger demographics and encourage product loyalty through unique formulas and… - [Mermaid-Inspired Makeup Collections](https://www.trendhunter.com/trends/midnight-mermaid): Wet n Wild's Midnight Mermaid Collection is Full of Metallics (Category: Fashion) Implication: Cosmetics companies can leverage the use of new and innovative materials to create unique makeup collections that stand out in a highly saturated market. - [Mermaiden Highlighter Palettes](https://www.trendhunter.com/trends/highlighter-palette): Bitter Lace Beauty's 'Mermaid Dreams Bundle' Has Shimmering Colors (Category: Fashion) Implication: The introduction of holographic shades in highlighter palettes presents disruptive innovation opportunities in the beauty industry. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)