The global pandemic has brought about many changes in people’s perceptions about health and safety, especially in terms of personal care and beauty. Consumers and brands have shifted their focus to products that are safe and maintain full transparency with the ingredients used in them. Clean beauty, the umbrella term that encompasses genres like vegan, natural, eco-friendly, animal-friendly and even sustainable products, seems to be THE buzzword for the post-pandemic world. Why? Let’s take a look at how it is touted to be beneficial for beauty lovers who are trying to adapt to the new normal. We think there are three major drivers of this change...
01. It’s all about the ingredients
The obsession clean beauty innovators have with ingredients is justified — they are after all the building blocks for an effective product. Sales for beauty products that contain ingredients like vitamin C or ginseng have skyrocketed. These ingredients are known to strengthen the skin’s barrier to make it more resilient towards external aggressors like dirt, pollution, etc..
02. The face mask factor
The mandatory directive to never step out of the house without a face mask has also triggered many innovations in the beauty industry. The focus has shifted from luxe experiences to dealing with skin sensitivity and irritation issues that arise from wearing masks all day. There is also an increased interest in botanical ingredients that don't just sit on the surface of your skin but get absorbed quickly on application. This will ensure that your moisturiser, or more importantly the sunscreen, is not wiped away by the mask.
03. Hygiene as the new priority
The pandemic has led so many of us to start focusing on cultivating good hygiene practices. Whether it is following a thorough skincare routine, sanitising our makeup products or dealing with the challenges of having to wash hands constantly. Consumers are also seeking out products that are formulated, distributed and packaged in hygienic designs. And one of the ways to ensure that your product is not exposed to contamination is to scale up the production process, which entails to carry out production in socially distanced spaces.
The only way companies can make a profit is if they scale up the ingredients too, to justify the higher cost of production. So, if you find yourself stocking up on one vegan body scrub to last a couple of months instead of grabbing three, don’t be surprised!
Another possible aspect of clean beauty that we might see dominating the scene is the fact that they do not indulge in animal testing. Since the source of the pandemic has been linked to improper treatment of certain animals, this might become a big selling point in the future.
Whether conscious beauty becomes a trend in the post-pandemic world or not, we believe in its goal of protecting the environment regardless of a virus spread. Plus, cleaner beauty habits are good for your skin in the long run as well!