In the wake of COVID, it has become clear that the global beauty industry must re-evaluate the customer experience.
While the sector — which consistently logs $500 billion in annual sales — has been resilient, consumers are pivoting and the industry should take note to survive.
Post-COVID Evolution of the Beauty Industry
With millions of people now working from home, and with the physical distancing and mask requirements the public has faced, consumers have become less interested in traditional makeup and fragrances. Instead, holistic beauty and skincare have become more prevalent.
The numbers don’t lie, with consumer interest declining by 55% in the cosmetic space and by 75% in the fragrance space.
Ultimately, the pandemic has inspired consumers to turn to hydrating, ecofriendly self-care trends. COVID has shed light on the precarious state of not only public health, but the world at large—and current trends in the beauty industry reflect this.
A Renewed Focus on Skincare and Holistic Products
What will the future of the global beauty sector bring? Industry experts believe skincare products are overtaking traditional makeup—and that green, clean products featuring hydrating, anti-aging formulations will become the norm.
With that, leaders in this space should pay close attention to the following:
· Hydrating Products
Dry skin is a significant concern for global consumers. For decades, beauty brands have set out to satisfy people’s moisturizing needs: creating a range of hydrating treatments designed to rejuvenate the skin. In the wake of the pandemic, this trend has only risen—meaning brands would do well to invest in hydrating skincare solutions.
With the increased demand for personal care products post-COVID, brands should up their focus on technologies like facial skin mapping solutions, for instance. This cutting-edge technique leverages single-point measurements to understand the effects of different moisturizing products on the skin, allowing brands to make science-backed decisions in line with their cosmetic goals.
· Anti-Aging Products
In response to the pandemic, consumers are prioritizing their physical well-being in all facets of their lives. Beauty products are no exception. And while UV protection is nothing new, leaders in the global cosmetic space are diving deep into the possibilities the latest anti-aging formulations bring.
Nutricosmetics, which blend the benefits of food supplements with the beauty advantages of traditional cosmetics, infuse nutritional micro elements into the skin.
Research shows they can delay aging, improve skin quality, and even promote faster healing. Marine-derived compounds are just one example of the nutricosmetic ingredients that we’ll continue to see in a post-COVID world.
· Green & Clean Cosmetics
Green cosmetics consist of ecofriendly creams and other beauty products that reduce waste and pollution while keeping consumer health at the forefront of the industry. With the depletion of natural resources and ongoing healthcare concerns, the global beauty industry is experiencing an unprecedented demand for natural products.
With this in mind, it’s very likely we’ll see a rise in sustainable cosmetic production and packaging methods, and a decrease in synthetic beauty ingredients. Meanwhile, brands can expect an increase in natural, clean formulations that include ingredients like bacterial nanocellulose (BNC)—a versatile replacement for synthetic polymers—and health-enhancing plant-based phytomolecules.
Conclusion
Consumers are prioritizing their well-being with heightened awareness as they emerge from the pandemic.
To care for both their bodies and the planet, and to address the shifting demands of a post-COVID world, people are prioritizing skincare over makeup, with an emphasis on hydrating, anti-aging, eco-friendly solutions.
Global beauty brands can adjust to the times by adapting their offerings accordingly. From green-tech solutions that replace synthetic ingredients with natural counterparts, to adopting formulations that protect and moisturize the skin, the global beauty industry should absolutely embrace this collective shift.
References
Voegeli, R., Gierschendorf, J., Summers, B., & Rawlings, A. V. (2019). Facial skin mapping: from single point bio-instrumental evaluation to continuous visualization of skin hydration, barrier function, skin surface pH, and sebum in different ethnic skin types. International journal of cosmetic science, 41(5), 411–424. https://doi.org/10.1111/ics.12562
Dini, I., & Laneri, S. (2021). The New Challenge of Green Cosmetics: Natural Food Ingredients for Cosmetic Formulations. Molecules (Basel, Switzerland), 26(13), 3921. https://doi.org/10.3390/molecules26133921
Alves, Sousa, E., Kijjoa, A., & Pinto, M. (2020). Marine-Derived Compounds with Potential Use as Cosmeceuticals and Nutricosmetics. Molecules, 25(11), 2536. https://doi.org/10.3390/molecules25112536
Greta Faccio, (2020). Plant Complexity and Cosmetic Innovation,
iScience, Volume 23, Issue 8, 101358, ISSN 2589-0042, https://doi.org/10.1016/j.isci.2020.101358.
Almeida, Silvestre, A. J. D., Vilela, C., & Freire, C. S. R. (2021). Bacterial Nanocellulose toward Green Cosmetics: Recent Progresses and Challenges. International Journal of Molecular Sciences, 22(6), 2836. https://doi.org/10.3390/ijms22062836
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