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DASHBOARD RESEARCH KEYNOTES EVENTS
FuturistU > Tactics > The 18 Megatrends > Module 7 / 7

The Divergence Megatrends

Instructor: Armida Ascano
Innovations in Fashion
Download the Innovations in Fashion Trend Report
The final module in the 18 Megatrends course is on Divergence, which focuses on anti-mainstream trends. Divergence is a Pattern of Opportunity that is all about going against the grain. In order to provide something truly unique, brands must lean toward the unconventional.

Divergence Megatrends include Authenticity, Many-to-Many, and Personalization. Ultimately, these Megatrends all represent major shifts in collective consciousness, such as rethinking reality, shifting to a peer-to-peer economy, and redefining luxury to focus more on products made specific to one's needs. Take the first step to revolutionizing your industry with this module.
Related Trend Report: Innovations in Fashion
Workshop Questions:
1. What opportunities for personalization could be integrated into your offering?
2. What about your brand or product could come off as disingenuous?
3. What steps can you take to bring consumers together?
View Innovation Webinars

Insights by Trend Hunter AI

Web3 Cannabis
Cannabis brands create metaverse-based experiences and events
Trend - Cannabis brands are expanding their digital footprint by creating experiences or hosting events in the metaverse. Brands in this space are offering everything from metaverse-based cannabis testing labs to virtual dispensaries.
Workshop Question - How could your brand better prioritize experience for its customers?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Metaverse Cannabis Labs
Metaverse Cannabis Labs
ACS Laboratory is the First Cannabis Testing Facility in the Metaverse
ACS Laboratory is the largest hemp and cannabis testing facility in the eastern United States and it is entering a new age of the internet with the metaverse’s first cannabis testing facility.... MORE
4/20 Cannabis Metaverse Events
4/20 Cannabis Metaverse Events
Smokewear Brand Sundae School Launches the 'Flowerverse'
To celebrate this year’s 4/20, the Los Angeles-based “smokewear” label Sundae School has announced the launch of the ‘Flowerverse.’ The company playfully describes... MORE
Metaverse Cannabis Shops
Metaverse Cannabis Shops
The First THC Products are Available for Purchase in the Metaverse
Saucey Farms & Extracts and Higher Life CBD Dispensary teamed up to make the first THC products available for purchase in a metaverse cannabis shop. Saucey items can be purchased in the... MORE
Cannabis-Centered Metaverses
Cannabis-Centered Metaverses
Cannaland is the World's First Cannabis Metaverse
Cannaverse Technologies newly launched the world’s first cannabis-focused metaverse called Cannaland and it’s on a mission to connect the cannabis and hemp communities, revolutionize the... MORE
AR Package
Brands incorporate augmented reality-based gaming into product packaging
Trend - Augmented reality functions in product packaging typically educate consumers on the product or business, but brands are now becoming more creative with packaging that incorporates AR-based games for customers to enjoy.
Workshop Question - How could your brand create more interactive digital experiences for its customers?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Augmented Reality Pizza Boxes
Augmented Reality Pizza Boxes
Pizza Hut's PAC-MAN Pizza Packaging Box Launches an AR Game
Pizza Hut is determined to serve up a sense of “newstalgia” with its augmented reality pizza packaging box, which shares a PAC-MAN game and gives fans the chance to win a custom PAC-MAN... MORE
AR-Enabled Product Packages
AR-Enabled Product Packages
'Wana Brands' Debuted an Interactive WebAR Experience on its New Line
‘Wana Brands,’ the Colorado-based cannabis brand, has announced a new partnership with ‘August Allen,’ a specialized augmented reality (AR) development company. Through this... MORE
Gamified Egg Cartons
Gamified Egg Cartons
Happy Egg's Cartons Come to Life with Augmented Reality
Happy Egg’s freshly redesigned egg cartons feature the first gamified augmented reality experience and those who (virtually) step into the magical world have the chance to claim real-life... MORE
Augmented Reality Milk Cartons
Augmented Reality Milk Cartons
Emmi's Scannable Cartons Connect to an Interactive AR Experience
Emmi milk cartons take traditional dairy packaging to the next level thanks to augmented reality experiences that can be accessed via a mobile device. The sleek Tetra Stelo Aseptic 1000 packaging... MORE
In-Store Recycling
Brands in the cosmetic industry are increasingly prioritizing in-store recyling
Trend - In-store recycling is relatively common among tech retailers, and now even in the fashion industry. The next industry to take on in-store recycling is cosmetics--with the industry's high waste production becoming a concern among consumers and businesses alike.
Workshop Question - How could your brand better prioritize sustainability?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Zero-Waste Beauty Hubs
Zero-Waste Beauty Hubs
AROMATICA ZERO STATION is a Sustainable Space in South Korea
AROMATICA was Korea’s first beauty refill station and with the opening of AROMATICA ZERO STATION, the sustainable beauty brand invites consumers to take the next step in their sustainability... MORE
Beauty Recycling Programs
Beauty Recycling Programs
The Back-to-MAC Takeback Program is Expanding in Europe
MAC Cosmetics announced that its Back-to-MAC Takeback Program is expanding to Germany, Norway, Greece, and the Czech Republic to encourage eco-habits around the world. The brand wishes to further... MORE
Sustainable Beauty Product Refills
Sustainable Beauty Product Refills
L'Occitane Teams with Surfers Against Sewage for Eco-Refills
The French skincare brand, L’Occitane, launches its new eco-refill service in collaboration with Surfers Against Sewage, a UK-based marine conservation charity, to fight plastic pollution. The... MORE
Retailer Beauty Recycling Boxes
Retailer Beauty Recycling Boxes
Nordstrom BEAUTYCYCLE Aims to Tackle Plastic Waste Across Canada
The Nordstrom BEAUTYCYCLE is expanding its program into Nordstrom Rack stores after its Canadian launch in 2021.  BEAUTYCYCLE is the retailer’s beauty packaging take back and recycling... MORE
Gen Z Hair
Hair care brands target the needs of Gen Z consumers
Trend - The hair care industry is increasingly catering to young consumers, with teenage Gen Z consumers being particular interest. Now, brands in this space are featuring playful branding, campaigns and claims that target teenagers.
Workshop Question - How is your brand shifting gears to prioritize Gen Z's needs and preferences?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Whole-Body Wellness Lines
Whole-Body Wellness Lines
Moxy by Bath & Body Works Helps People Feel Their Best Inside & Out
Bath & Body Works is broadening its offerings beyond body care and lifestyle products with its all-new skincare and wellness line called Moxy. The line is all about whole-body wellness and it... MORE
CBD Self-Care Brands
CBD Self-Care Brands
MeMeMe is a Gender-Neutral CBD Brand with a Focus on Gen Z
With its range of gender-neutral skincare, bodycare and haircare, MeMeMe is a CBD brand that specifically speaks to the needs of Gen Z consumers. The brand is centered on making quality products... MORE
Gen Z Haircare Brands
Gen Z Haircare Brands
florence by mills Launches New Haircare Collection
florence by mills, the skincare and makeup brand by Millie Bobby Brown, recently expanded their portfolio with the introduction of two new hair products. As is standard with the brand, the new... MORE
Melon-Infused Hair Masks
Melon-Infused Hair Masks
The Watermelon Crush Hair Mask Quenches Dry, Thirsty Strands
Triviso’s Watermelon Crush Hair Mask is a unique haircare product that’s packaged in a squeezable format and likened to “hair juice.” The watermelon-infused hair mask is made... MORE
Compostable Beauty
Beauty brands are reducing their impact with compostable packaging
Trend - Compostable packaging solutions in the beauty space are becoming more popular as brands in the cosmetic industry look to reduce their environmental impact. Everything from brands selling luxury goods to ones selling inexpensive beauty items are now adopting such packaging.
Workshop Question - How is your brand prioritizing environmental protection?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Compostable Beauty Pouches
Compostable Beauty Pouches
Proverb Skin Created a Home Compostable Paper-Based Sample Pouch
Proverb Skin is transitioning its entire range to eco-friendly packaging and this change is starting with the relaunch of packaging that’s fully refillable and sustainable. The British natural... MORE
Jelly Serum Bars
Jelly Serum Bars
Dew Mighty's Solid Skincare Bar Replaces All Serums, Moisturizers & Oils
Solid balms, sticks and serum bars offer the benefit of mess-free application and tend to boast ultra-concentrated formulas. Dew Mighty’s Jelly Serum Bar is no exception and it’s an all-... MORE
Sustainable Luxury Beauty Brands
Sustainable Luxury Beauty Brands
Innerbark Teamed with Sulapac to Provide Sustainable Packaging
Nichola and Paul Vickers founded Innerbark in 2019 to provide consumers with eco-conscious beauty products. The husband and wife team offers clean and natural luxury beauty. The brand’s... MORE
Microplastic-Free Lip Balm Cases
Microplastic-Free Lip Balm Cases
above&beyond Reduces Single-Use Plastic Waste
above&beyond is a new beauty brand that’s devoted to reducing single-use plastic and its mission kicks off with a lifetime-use, microplastic-free and refillable lip balm product. Vegan lip... MORE
In-Store Refill
In-store refill stations for personal care brands are becoming more popular
Trend - With more personal care businesses marketing their brands' "refillable product" business models, some brands are making the process of refilling products much easier with in-store refill stations that cut out the need to mail back empty packaging before receiving refills.
Workshop Question - How is your brand prioritizing sustainability?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Zero-Waste Beauty Hubs
Zero-Waste Beauty Hubs
AROMATICA ZERO STATION is a Sustainable Space in South Korea
AROMATICA was Korea’s first beauty refill station and with the opening of AROMATICA ZERO STATION, the sustainable beauty brand invites consumers to take the next step in their sustainability... MORE
Body Care Refill Stations
Body Care Refill Stations
The Body Shop's Store Refill Scheme Supports a Circular Economy
The Body Shop is rolling out a store refill scheme, starting this year and extending to 2022, that will help to support environmentally minded consumers who want to reduce waste where possible.... MORE
Shower Gel Refill Stations
Shower Gel Refill Stations
These Stations Replenish Bottles of Nivea Creme Soft or Creme Sensitive
In an effort to reduce plastic waste and help environmentally minded consumers easily access refill stations, Beiersorf is resting a refill station for Nivea shower gels. In a drugstore chain in... MORE
play_circle_filled Refillable Skincare Fountains
Refillable Skincare Fountains
The Life Plankton Elixir Blue Fountain is an In-Store Solution
Biotherm and innovation studio Possible Future created an in-store skincare fountain that can be used to replenish empty product bottles in a hygienic and safe way. The Life Plankton Elixir Blue... MORE
Zero-Waste Cosmetic
The cosmetic industry is now producing zero-waste packaging and products
Trend - Brands in the cosmetic industry are increasingly prioritizing zero-waste products, packaging and/or production in response to the growing demand for businesses to reduce their environmental impact.
Workshop Question - How is your brand looking into long-term environmental harm-reduction?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Zero-Waste Beauty Packaging
Zero-Waste Beauty Packaging
Kjaer Weis' Red Edition is Refillable, Recyclable and Compostable
Product packaging that’s fully biodegradable or compostable often has a look to it that’s seen as more earthy and natural than polished and high-end—but Kjaer Weis’ new Red... MORE
Zero-Waste Eyeliners
Zero-Waste Eyeliners
Sprout World's Plantable Eyeliners Contain Seed Capsules
Environmentally conscious consumers are eager to make more sustainable swaps in all areas of their lives, especially the beauty products they use, and Sprout World is introducing a zero-waste... MORE
Zero-Waste Beauty Platforms
Zero-Waste Beauty Platforms
Loop by Ulta Beauty Shares Beauty Products in Reusable Packaging
Loop by Ulta Beauty is introducing “a new way to shop without the waste,” as consumers can send back the reusable containers when done. When placing an order, customers pay for a... MORE
Zero-Waste Beauty Packaging
Zero-Waste Beauty Packaging
UpCircle Beauty Unveils its New Return and Refill Initiative
UpCircle Beauty has launched a new return and refill scheme to take its next step in its zero-waste initiative, right in time for Earth Day on April 22, 2021. In an effort to reduce its carbon... MORE
Minimalist Hair
Hair care brands prioritize minimalism in the same way some skincare brands are
Trend - With minimalism in skincare being popular in reaction to the several-step routines that were overwhelming or inacessible to many consumers, brands in the hair care industry are following suit. Minimal ingredients and products in lines are on the rise as brands look to prioritize simple yet effective routines.
Workshop Question - How could your brand make purchase decisions less overwhelming for customers?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainably-Focused Hair Products
Sustainably-Focused Hair Products
HiBAR Boasts Design-Friendly Solid Shampoo and Conditioner
In an attempt to eliminate the excessive use of plastics and to overall revolutionize the industry in general, HiBAR launches a product range that boasts an innovative formula for solid shampoo and... MORE
Refillable Haircare Bottles
Refillable Haircare Bottles
Love Beauty and Planet Created Reusable Aluminum Product Packaging
By 2030, Love Beauty and Planet is committing to 100% recyclable, refillable or compostable products and packaging, and it is taking its first steps towards this goal with reusable aluminum product... MORE
Sustainable Haircare Refill Systems
Sustainable Haircare Refill Systems
Design.ME's InfiniteMIST Allows Infinite Product Refills
Design.ME is taking a large step towards supporting people and the planet by introducing its InfiniteMIST refill system for its haircare products. The vegan and cruelty-free beauty brand reimagined... MORE
Sustainable Haircare Collections
Sustainable Haircare Collections
Alterna Haircare’s My Hair. My Canvas. Line is 100% Vegan
Alterna Haircare prioritizes planet-friendly practices with its My Hair. My Canvas. sustainable haircare collection. The capsule features 16 products that can be endlessly mixed and matched to... MORE
Repurposed Grape
Brands are creating products made from grapes that would otherwise be disposed of
Trend - Brands in various industries, spanning footwear and cosmetics, have begun launching products made from repurposed grapes. These products include sneakers, foods, moisturizers, and alcohol.
Workshop Question - How can your brand help consumers reduce their environmental impact?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wine-Inspired Water Beverages
Wine-Inspired Water Beverages
O.Vine Varietal Wine-Essence Water Repurposes Wine Grape Residue
O.Vine is shaking up the infused water category with Wine Essence Water in non-alcoholic Chardonnay and Cabernet Sauvignon varieties. These alcohol-free beverages are made with a base of purified... MORE
Recycled Grape-Made Sneakers
Recycled Grape-Made Sneakers
Pangaia's "Leather" Sneakers are Made from Recycled Grapes
Those looking to update their wardrobe with something a little more eco-friendly should look no further than Pangaia’s “leather” sneakers, which were made with 100% recycled... MORE
Repurposed Grape Sneakers
Repurposed Grape Sneakers
The Eco Edition Larry Sneakers are Made with Grape Skins, Stalks & Seeds
The Eco Edition Larry Sneaker is a Mr Porter exclusive and it’s an updated version of the brand’s best-selling Larry sneaker that features an innovative and sustainable leather... MORE
Repurposed Grape Gins
Repurposed Grape Gins
Foxhole Spirits' Hyke Gin is Made with Discarded Supermarket Grapes
Foxhole Spirits created Hyke Gin as an innovative grape gin spirit that’s made with discarded Tesco supermarket grapes. The new gin, available in 500-milliliter bottles, will be available... MORE
Virtual Lab
Virtual innovation labs let consumers test and design products remotely
Trend - Pre-pandemic, brands in a range of industries experimented with innovation labs where they could display and test their most innovative products and ideas with consumers. Now, they're doing the same but virtually--as retailers remain restricted with how they curate in-store experiences.
Workshop Question - How could your brand create distinct virtual experiences for customers?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Immersive Hair Experiences
Immersive Hair Experiences
The 185 GHD House Lets Guests Explore a Virtual 3D Environment
The 185 GHD House by British hair tool brand GHD is a fully immersive 360-degree environment that invites guests to explore and interact with exclusive content from the brand in a dynamic way. The... MORE
Virtual Beauty Labs
Virtual Beauty Labs
Skin School x Clinique Laboratories Provides an Immersive Experience
The Skin School x Clinique Laboratories is a computer-generated metavese where beauty lovers can attend virtual skin classes, participate in live chats and get a look at some of the brand’s... MORE
Virtual Lipstick Labs
Virtual Lipstick Labs
Lip Lab At Home Helps People Create Custom Lipsticks with an Expert
Bite Beauty’s Lip Labs are offered in a select of cities and they give lipstick lovers the ability to create their very own products—and for National Lipstick Day, the brand introduced a new... MORE
Necklace Layering Labs
Necklace Layering Labs
Missoma's Layering Lab Combines Beauty and Technology
MIssoma’s Layering Lab combines beauty and technology to help consumers try before they buy. Retail stores have had to adjust their policies to slow the transmission of COVID-19, with most... MORE