The COVID-19 pandemic left a major scar on many things around the world, including the beauty and personal care sectors. Lockdowns, social distancing, and increased health concerns dramatically changed attitudes towards beauty routines. As of now, it is post-pandemic. Trends have now steered towards self-care and wellness, including minimalism in behavior and choices. This paper delves deeper into emerging trends in post-pandemic beauty routines which have now come to impact the beauty industry.

The Rise of Self-Care

The pandemic underlined self-care to be the most important way to reduce stress and anxiety. A trend that has held strong through all of this is the notion of products with both beauty and healing purposes, that consumers are using during their post-pandemic routines: 

Skincare as Self-Care

• Skincare routines have been coupled with self-care rituals. As per the NPD Group, sales of skincare products went up by 13%, with the most significant growth in masks, serums, and facial rollers, all symbolizing their soothing and self-indulgent character.

Spa-at-Home Experiences

• Shifting towards home spas when parlors and salons were closed because of the lockdown, this trend is still hanging in the air, with its reflection on home beauty products, such as LED masks and microcurrent tools that provide above-mentioned offerings with professional standards.

Holistic Wellness

• Consumers now demand holistic beauty products that offer general wellness. Ingredients such as CBD, adaptogens, and probiotics have become very popular for their stress-busting and skin-enhancing characteristics. According to Grand View Research, the global CBD skincare market is estimated to witness a massive spike.

Beauty with Wellness

Increased consciousness on health and fitness due to the pandemic season encouraged consumers to look for beauty products that are having wellness features.

1. Clean Beauty: Going hand in hand with a preference for non-toxic and sustainably sourced ingredients, a consumer survey conducted by Statista in 2021 showed that 64% of respondents prioritize the purchase of brands using clean ingredients.
2. Nutraceuticals and beauty supplements: With beauty supplements now on the huge rise, the grey area between beauty and wellness is also blurring. Be it collagen peptides or biotin, and even vitamin C supplements, the products are now taken as staples in promoting beauty from within. Appeal: The beauty supplements market increased by 61%, according to Mintel.
3. Mental Health and Beauty: Many brands also enter into the mental health and beauty segment. Products which are used on the skin that serve to calm the skin, like lavender and chamomile, are trending as they help in enhancing the moods. Companies also sell routines that include mindfulness and meditation as part of their beauty verticals due to the excessive focus on mental well-being.

Minimalism in Beauty Routines

1. Skinimalism

This changed with the pandemic, where minimalist beauty was the trend applied – where natural skin textures and light products were emphasized. The movement is going toward using less but more potent skincare products. Future Market Insights’ report said that the purchase of multi-functional skincare products grew meaningfully.

2. The downturn in the Color Category

As a result of the pandemic, remote work became more prevalent, and there were fewer social interactions, eliminating the need for heavy usage of color cosmetics like foundation, lipstick, and eyeshadow. Preference shifted toward products that would enhance a natural look, such as balms and brow gels. An Euromonitor International report stated that the global demand for color cosmetics had a sharp decline during the COVID-19 pandemic but was recovering slowly.

3. Minimalist Packaging

Sustainable and minimalist beauty regimes get translated into packaging. It is easy on the pocket, and shoppers are looking at it. Refillable packaging products, and biodegradable packaging products are gaining traction 一McKinsey & Company’s paper claims that 60% of consumers say they are ready to pay higher price points for products that are packaged sustainably.

Consumer Behavior Shifts

1. Digital transformation 

E-commerce in beauty has increased 29% and is still on the rise. According to a Statista report, fast-tracked is the new digital beauty. eCommerce had been 29% up on skincare/beauty category purchases for 2020.

2. DIY Beauty 

Lockdowns saw a surge in DIY beauty treatments, from hair dyes to nail treatments, and this era is not coming to an end just yet, with consumers continuing to seek out higher quality DIY kits and tools. According to a Nielsen study, there was a 42% increase in at-home beauty tools sales during the pandemic.

3. Community and Social Media 

Post-pandemic beauty trends are being mainly driven by social media and influencers. Key social media voices of Instagram, TikTok, and YouTube fuel ideas in tutorials and reviews that define consumer taste. Hootsuite states that beauty topics, with rising social media interactions, grow their mentions in consumer-generated content.

The post-pandemic era has ushered in significant changes in beauty and personal care routines. Increased focus on self-care, wellness, and minimalism has reshaped consumer behavior and product preferences. Brands that offer innovative, transparent, and consumer-centric products are likely to succeed in the evolving market. The future of beauty is holistic, sustainable, and digitally driven, reflecting the ongoing evolution of post-pandemic beauty routines.

At MIS, we understand the evolving landscape of beauty routines in the post-pandemic world. Our cutting-edge research and advanced testing services ensure that your beauty products meet the highest standards of safety and efficacy. Our expert team is dedicated to providing precise, reliable, and regulatory-compliant results, helping you stay ahead in the dynamic beauty market.

For more information on how our testing services can support your product development and meet consumer expectations, or to request a consultation, please contact our experts today.

References

1. NPD Group. “Skincare Sales Rise Amid Pandemic.” NPD Report, 2021.
2. Grand View Research. “CBD Skincare Market Size & Share.” Grand View Research, 2021.
3. Statista. “Consumer Preference for Clean Beauty Products.” Statista Survey, 2021.
4. Mintel. “Rise of Beauty Supplements During the Pandemic.” Mintel Report, 2021.
5. Future Market Insights. “Growth of Multi-functional Skincare Products.” Future Market Insights, 2021.
6. Euromonitor International. “Impact of COVID-19 on the Global Color Cosmetics Market.” Euromonitor Report, 2021.
7. McKinsey & Company. “Sustainable Packaging in Beauty.” McKinsey Report, 2021.
8. Statista. “E-commerce Growth in the Beauty Sector.” Statista Report, 2021.
9. Nielsen. “Increase in At-Home Beauty Tool Sales.” Nielsen Report, 2021.
10. Hootsuite. “Social Media Engagement in Beauty During the Pandemic.” Hootsuite Analysis, 2021.