The Beauty sector, in recent years, has had its most exciting phase in decades. It has evolved rapidly with industry-defining innovations, countless high-value mergers and acquisitions, and a high inflow of independent brands entering the beauty landscape. With the industry paving its way towards greater heights, Covid-19 presented complex challenges that included and were not limited to; shifting consumer preferences, outlet closures, supply chain problems, and unprecedented delays in product development, etc.
While the pandemic has accelerated several macroeconomic trends, it has also simultaneously encouraged a shift away from cosmetics and towards skincare, wellness, and personal health. The impact of COVID-19 is likely to be felt in the beauty industry for years to come.
What changed during Covid-19?
As the economy slowed due to COVID-19, spending power declined rapidly. At a time when the purse strings were tight and personal care spending was on the way down, the buyers became responsible, carefully evaluating what brands had to offer.
The pandemic has also enhanced the focus on safety and comfort. Clean, hygienic, and sustainable development were central to consumer preferences. Confinement has also led consumers to turn their backs on excessive consumption with an active emphasis on quality over quantity.
This propelled the momentum of the clean beauty initiative manyfold.
Ethical sourcing, transparency, and sustainable practices have become some of the attributes most sought after by the conscious consumer. At the same time, brands continued to evolve and respond to demand, resulting in increased sales and consumer confidence.
A Recap of some of the most loved clean beauty trends in 2020
While the current pandemic has had a significant impact on consumer behavior, some emerging trends are changing the face of the beauty industry. Let us take a look at some of our favorite and most appreciated beauty trends for 2020.
Personalized products curated specifically for your needs!
Nowadays, consumers are more educated and interested in learning about their body science, skin type, and how unique they are. A one-size-fits-all approach is certainly no longer relevant. Today, consumers want to tackle the root of their diverse skin or body problems and want brands to simplify this process for them. As a result plenty of customized beauty solutions have mushroomed.
The No-Make-Up Look
With the work from home culture prevailing across the world, many saw little or no need to apply makeup while sitting in the confines of their homes. This also led to interesting adaptations of the no-make-up look and the rise of a culture that pushed consumers to accept their authentic selves. The industry was dominated by natural make-up looks, natural hair texture, and clean, dewy skin. Minimalism took charge not just in the skincare segment but also in color cosmetics. The focus is now expected to gravitate towards clean and high-performing makeup.
Social distancing and the efforts to slow down the impact of Covid-19 led to face masks becoming a part of our daily routine. This also led to the emergence of a new skin condition popularly known as ‘Mask-ne’. Developing breakouts due to the frequent use of face masks is not uncommon. But as this new condition emerged, people started to scramble for solutions. Gentle skincare or products that were mild, fragrance-free, and non-toxic became increasingly popular to combat the struggles of ‘Mask-ne’.
A Wellness Meets Skincare Approach
The high levels of anxiety during Covid-19 ultimately drove demands towards beauty products catering to both emotional and physical wellbeing. Since people have more time on their hands, it is only normal that they want experiences that will leave them stimulated and provide relief. The beauty and personal care category worked towards encouraging customers to focus and build a mindful routine during the crisis. An increase in screen time meant, there was a greater need to switch off while struggling to manage work and life expectations. Brands encouraged a digital detox with beauty and self-care rituals such as a home-spa and meditation to increase wellbeing and reduce stress.
Rise of DIY beauty
With salons and spas shut, consumers were forced to look for new and easy alternatives. This brought about the comeback of one of the biggest trends - Do It Yourself beauty.
The DIY beauty regime during Covid-19 was characterized by a rise in the use of sheet masks, home remedies created using kitchen staples, and at-home hair treatments. People were looking for creative projects to keep themselves busy while embracing various routes to wellness.
This wraps up the trends in consumption and products. In the next post, we talk about how the trends regarding sustainability and eco-conscious choices have been accelerated too! Stay tuned.