While Part 1 of this two-part article talked about the beauty and self-care trends that emerged as a result of the extraordinary circumstances around the Global Pandemic, this part focuses on the shifts in consumer behaviour around sustainability and eco-consciousness, which are cornerstones of the Clean Beauty movement as well. Take a look:
The Minimalistic approach to beauty; Less is more!
There’s a reason why minimalistic beauty has become a hit amongst millennials. The fewer ingredients beauty products have, the lesser the environmental impact.
A key trend that emerged during the pandemic was the skip-care trend from South Korea. This particular trend embraces the idea of limiting beauty routines to just a handful of products.
Let’s face it. The culture of working from a distance requires hardly any investment in appearance. This has paved the way for clean beauty and minimalistic skincare routines.
Zero Packaging Products and Sustainable Initiatives
With the pandemic as a trigger, the conversation around sustainability and zero waste initiatives have been gaining steady momentum. Covid-19 has generated ‘eco-anxiety’ making everyone more conscious about the state of our environment.
This led to brands becoming mindful of their packaging, adopting the sustainability mindset, and contributing to the ethical beauty narrative. They are now looking into eco-friendly packaging or ‘packaging-free’ products to do their bit towards the planet.
Skin health became a top priority during the lockdown. The aim was to invest in self-care that was safe, preventive, and had the least amount of side effects. Products free from preservatives, colors, and fragrances gained immense popularity during this period. This was due to people’s concerns about health being heightened during the pandemic and an increased desire to build a better and more sustainable world.
Responsible Shopping; No More Hoarding!
Covid-19 led to a dramatic impact on consumer attitudes. Reduced income and an increased focus on saving money during these unprecedented times led to consumers trading down to lower-priced products in a few categories. This also made consumers more socially responsible and reduced unnecessary hoarding, greatly contributing to the environment.
Where is the clean beauty industry headed?
The road ahead for clean beauty looks bright. With the consumers becoming more aware of cosmetic ingredients and seeking safety-first, brands will need to have a stronger purpose. Transparency and brand authenticity will continue to be a priority across categories.
Even with the economic downturn caused by the pandemic, the industry is expected to grow exponentially. Due to the collective renewed interest in health and wellness, clean beauty looks likely to become the new norm.