Post-COVID Tendencies in the Beauty Industry

Published on Oct 19, 2022
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When COVID-19 broke out, it affected just about every industry we know, including the beauty industry. In fact, the effects were so widespread that it’s hard to find someone who wasn’t affected by the pandemic in some way. This led to industries being forced to adapt and change in order to stay relevant.

While some industries were hit harder than others, every industry was forced to make some changes as a result of covid. One such industry is the beauty industry, which saw many new trends emerge and old ones die off.

In this post, we’ll discuss some of the new trends that have emerged in the beauty industry due to COVID-19.

COVID-19 Impact on the Beauty Industry

The beauty industry is one of the most lucrative industries in the world. Globally, it is estimated to generate over $400 billion in revenue per year. The market is expected to grow even more, reaching, if not exceeding, $700 billion by 2025.

However, the advent of COVID-19 has greatly impacted the beauty industry. With countries putting up strict regulations as a way and means to combat the spread of the disease, beauty companies have had to change their business models to stay in business.

While some beauty brands have been able to adapt and thrive, others have had to close their doors. The market has also changed because of COVID. Consumers have changed their beauty practices, and the market has shifted to accommodate these changes.

Besides, consumers have also changed their spending habits. According to the market research firm Euromonitor, post-covid trends seem to centre around natural ingredients and a general push toward healthier products, as well as innovative beauty products that target self-care routines.

Digital Transformation in the Beauty Industry

The beauty industry has also undergone a digital transformation. Many brands have shifted their focus from traditional marketing and sales strategies to online platforms. To engage customers, they have also adopted new technologies such as social media, mobile apps, and artificial intelligence (AI).

Today, consumers expect brands to provide personalised experiences. They want to be able to interact with the brand through various channels and gain access to relevant information quickly.

In response, beauty brands are providing customers with the information they need in real-time, whether it’s about a new product or service or an upcoming sale. They have adopted AI to help them better understand their customers and provide personalised recommendations.

For example, Sephora has created an online platform called “Sephora Virtual Artist” that uses AI to help customers find the right products for their skin. The tool provides customers with a personalised 3D makeup application that allows them to experiment with different makeup looks.

This technology has been so well-received that Sephora has seen a tremendous increase in customer engagement. And more beauty brands are taking advantage of technological tools to help customers find the right beauty products.

The industry is still in the process of reinventing itself, but there are some emerging trends that we can expect to see more of in the coming years.

Here are some of the trends that we are seeing in the beauty industry:

Health and Safety Are the New Standard

In the wake of the COVID-19 pandemic, health and safety protocols have become increasingly important. People have become exceedingly cautious not to come into contact with the virus by taking the necessary measures to stay safe and healthy.

Because of this, beauty businesses have turned to digital tools and social media platforms to reach their customers and sell their products. When Covid hit, many consumers stopped going to brick-and-mortar stores to buy their beauty products. As a result, many salons and beauty shops were forced to close down, leading to decreased sales.

To stay in business, beauty brands have had to find a way to reach their customers. This is why many cosmetic companies have turned to social media and digital marketing channels, such as Facebook and Instagram.

They have also developed their own apps, which allow them to engage with customers on a personal level and have made it easier for customers to purchase their products. Now, people can buy beauty products online and have them shipped directly to their homes.

Virtual Beauty Services on the Rise

While many people were going to the salon to get their hair and makeup done, this has since changed drastically after the COVID-19 breakout. And to adjust to the new changes, beauty businesses are now offering virtual beauty services that allow customers to order their services online.

These services allow customers to book appointments with a professional stylist using apps or websites, which means the customer doesn't have to leave their home.

Furthermore, beauty businesses are also offering online consultations and video tutorials to help customers learn how to do their own makeup and hair and take care of their skin. This has made it easier for customers to keep up with their skincare routines and maintain their beauty without having to visit a salon.

Beauty brands are also offering beauty subscription services or what they are calling beauty subscription boxes that are delivered to your home on a monthly basis. The beauty subscription boxes contain samples and full-size products that are meant to help you achieve different looks. You can also get tips and tricks on how to use the products or how to mix them together for something new.

In addition, online beauty services have made it easier for customers to find the best products for their needs. For example, when a customer goes online and starts looking for skincare products, they can read reviews from other customers who have used the product before and learn more about what it does and how well it works.

This helps them decide which treatments are right for them instead of relying on salespeople at stores who may only want to sell what is the most profitable for the company.

The fact is, the number of people who are now opting for virtual beauty services is increasing every day, which means that this is the future of the beauty business. 

DIY Products Are Becoming Standard

As more people prefer to eat organic food and use natural products, the same trend is slowly becoming apparent in the beauty industry.

DIY products are becoming more common, particularly among younger people. DIY is about being able to customise your routine for your own needs and preferences, and that's something that people are increasingly interested in doing.

The appeal of DIY beauty products is pretty simple: you get exactly what you want, and you know exactly what's in it. You can pick up the exact ingredients you want to use and know exactly what they are. You can also test out different combinations of ingredients until you find one that works for you.

As more people are becoming interested in DIY beauty products, there's been a corresponding increase in the availability of such products online. There are tons of different cosmetics companies offering organic products like face oils, body butters and more—all made with natural ingredients.

Multi-Use Products Are in Demand

People are becoming more aware of the products they use on their bodies and in their homes. This is leading to a shift in the way people purchase products, with an increasing demand for products that can be used in multiple ways.

This is especially true of beauty products, as people are becoming more conscious of what they put on their skin. This has led to a rise in multi-use products that can be used for multiple purposes, such as soap that doubles as shampoo or body wash.

People are also using natural oils like coconut oil and olive oil for a variety of purposes. These oils are being used as moisturisers, face masks, and even hair conditioners.

The increase in the popularity of multi-use products means that people are buying fewer products and spending less money on their beauty routine. This trend is likely to continue as consumers look for ways to save money and be more conscious about what they are purchasing.

Preventative Treatments Are on the Rise

More and more people today are spending a ton of money to help prevent the signs of ageing. From the age of 25, your skin begins to lose its elasticity and collagen. This decreases your ability to fight off free radicals, which can lead to wrinkles and other signs of ageing. As a result, more people are turning to preventative treatments as a way to slow down this process.

Cosmetics brands have taken note of this trend and are now offering skin-care products and anti-ageing products that contain active ingredients that help prevent the signs of ageing from showing up in the first place.

However, since these products are not made to treat or cure skin diseases, they are not regulated. This means that there is no quality control, and the results may vary from person to person.

While some people may have great experiences using these products, others may not. This is why many people choose to first consult physicians who know about cosmeceuticals, as they can recommend the best products for their skin.

The bottom line is the demand for skin care products that prevent the signs of ageing and, more so, photoaging is on the rise. This means that there is a market for these products, which is why more and more companies are coming up with new innovations to meet this demand.

Growth in Ethical and Sustainable Practice

While people, for the longest time, have used manufactured beauty products rather than natural ones, there is a growing trend towards more sustainable and ethical options. This has been driven by consumers’ increasing awareness of the environmental impact of the beauty industry and its products.

Consumers also want to know what ingredients are in their products, whether they are tested on animals, and if they are safe for humans.

The issue of ingredient transparency has become increasingly important. In the past few years, consumers have become more aware of the chemicals used in beauty products and their potential negative effects on human health.

People are also becoming more aware of the environmental impact of beauty products, which has fuelled an increase in demand for more sustainable alternatives. As a result, there has been an increase in the number of brands that use natural ingredients in their products and are cruelty-free.

In addition, many brands are now providing detailed information about their ingredients online, making it easier for customers to make informed choices about what they put on their bodies.

But the industry is not just about transparency and ingredient lists. Consumers are also concerned about how products are made and whether they are tested on animals.

The issue of animal testing has been a hot topic in the cosmetics industry for decades now. Some brands have responded by banning the practice, others have moved production away from countries where it is still legal for cosmetics to be tested on animals, while others have made it optional for their customers to choose which products are tested on animals.

Animal rights groups, such as PETA (People for the Ethical Treatment of Animals), have been campaigning against animal testing for years. They say that testing on animals is cruel, outdated and unnecessary. They believe it should be banned completely because there are other ways of testing cosmetics, such as using human cells in the lab.

Another area of concern for consumers is the use of plastic in cosmetics. Some brands have responded by offering reusable packaging and sustainable options for customers who want to reduce their plastic footprint.

Emphasis on Wellness and Immunity

When the Covid pandemic hit the globe in 2020, the world was hit with a wave of panic and paranoia. The pandemic spread quickly and caused widespread panic as it began to take down large swathes of humanity.

In response to this pandemic, governments around the world began pouring money into research on vaccines and other medical treatments to combat the disease. While these efforts have not been not entirely successful (many people still died from various strains of the virus), they did help to stem the tide of the pandemic.

However, what was clear is that many people who did not survive the pandemic had poor immune systems. In many cases, people who contracted the virus were either elderly or had other health problems that made them particularly vulnerable or had poor lifestyles.

This reality has led people to become more aware of the importance of having a strong immune system. In fact, it is now known that a strong immune system can help to prevent many diseases and illnesses.

The immune system is the body’s natural defence against bacteria, viruses and other pathogens. It is made up of a network of organs, cells and proteins that work together to identify and eliminate foreign invaders that enter our bodies. It is made up of two parts: the innate or natural immunity and the acquired or adaptive immunity.

The innate immune system is the body’s first line of defence against pathogens. It includes physical barriers such as the skin, mucous membranes and stomach acid, as well as cells that are found on the surfaces of different organs.

The acquired or adaptive immunity is also known as specific or acquired immunity, and it refers to our body's ability to produce antibodies specific to particular invaders. If the body's first line of defence is defeated, it will then activate the acquired immune system. This is when specific antibodies are produced by white blood cells to fight off foreign invaders such as bacteria and viruses.

If the immune system is unable to fight off the invader, it will activate the inflammatory response. The inflammatory response serves as the last line of defence against pathogens. If the body is unable to fight off the infection, it will die.

This is why it's important to maintain a healthy immune system. It has become a reality for people today, especially after seeing how the covid pandemic affected so many people in the world. And since there is no way of knowing if another pandemic will happen, for most people, it's better to be safe than sorry.

As such, people are not just eating healthier, exercising, taking immune-boosting supplements, and changing their lifestyles, they are also keen on the beauty products they are using.

A lot of beauty products today contain harmful chemicals and ingredients that can trigger allergies, skin irritations, breakouts and other health problems. And while there are some brands who have made it a point to produce organic products that are free from harmful substances like phthalates, parabens, and synthetic fragrances, there are also those who have not yet jumped on the bandwagon.

For this reason, many consumers are becoming more conscious about the products they are using by demanding more transparency. This is why brands are making it a priority to become more transparent about their ingredients and processes. Consumers are also becoming more aware of the negative impact that certain ingredients can have on their health and the environment, so brands are being forced to find alternatives or remove these ingredients altogether.

AI/AR Technology Is Changing the Game

The beauty industry is changing as technology becomes more advanced and accessible to consumers. From virtual reality to augmented reality, artificial intelligence (AI) and robotics are all playing a role in how we shop for beauty products.

During covid, consumers stopped going to physical stores to shop for stuff and instead became accustomed to shopping online. This shift drove many beauty businesses to find innovative ways to reach customers and promote and sell their products.

The use of artificial intelligence has become an important way for beauty brands to tailor their products, marketing and customer experience. Here’s how:

AI is helping to create new products. In the past, many beauty brands relied on sales associates to help customers find the right product for their skin care needs. Now that consumers are becoming more educated about skincare and makeup, the role of these associates has changed.

Instead of just selling products, they’re helping customers discover the best products for their specific skin care needs. This has led to the use of virtual try-on technology, which is a way for customers to see how a product would look on their skin before they buy it.

What’s more, the technology uses computer vision, machine learning and image recognition to render products on the customer’s face. The use of virtual try-on tools has helped retailers like Sephora connect with their customers in new ways. It has also given them an edge over competitors that don’t offer this service.

On top of that, it's not only beauty brands that are using artificial intelligence to revolutionise the way they do business. Plastic surgeons are now using AI to help them make more accurate diagnoses and provide better treatment plans for patients.

They are able to use the technology to diagnose skin conditions, so they can recommend treatments that will work best for their patients.

The technology also helps them identify underlying causes of skin conditions, and it can even predict which patients are at risk for certain diseases.

As we move forward, we can expect to see more and more industries adopt AI technology. One thing is for sure, beauty brands that already have are enjoying the benefits of this technology, and those that don’t are falling behind.

Beauty brands have an opportunity to stay ahead of the curve by adopting the latest technologies and leveraging them to improve the customer experience. It's more likely that we’ll see more beauty businesses starting to adopt AI-based marketing strategies in the coming years.


The covid pandemic has changed the beauty industry, and the effects of this change are still being felt today. The pandemic has forced manufacturers to innovate in order to stay competitive, and this innovation will continue to shape the future of the beauty industry as we know it.

The pandemic has also changed the way that people view beauty products, and this has led to a new wave of consumer awareness. Consumers have become more aware of the ingredients used in their beauty products and are more likely to purchase products that are safe for use and environmentally friendly.

Beauty businesses are also now taking advantage of technologies that allow them to connect directly with their customers and provide them with the information they need to make informed purchasing decisions.

Many other post-covid trends will continue to emerge as consumer behaviour continues to change. The most important thing for beauty businesses is to keep an eye on these trends and adapt their strategies accordingly.


Charlotte Marshall

Lead Editor

Being a full-time content writer and part-time shopaholic, globe-trotter and avid lover of all things food (and wine)...I love researching the best money-saving hacks so that I can help fuel my own passions, and yours!

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