During lockdown, people began to re-evaluate their relationship with beauty

Grainne McCoy

Woman getting pampered

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Woman getting pampered

May 15 2021 09:02 AM

Over the past 12 months we have spent more time at home than ever. With our favourite beauticians, salons and spas closed for much of this time, our make-up routines have inevitably changed.

Some people (including myself) utilised lockdown as an opportunity to take a break from wearing make-up every day, instead shifting the focus to skincare.

Pre-pandemic, countless meetings and events meant I was wearing a full face of makeup probably more often than I would have liked. The unprecedented free time of quarantine allowed many of us to let our skin breathe and enabled us to reassess our skincare routine.

People began to re-evaluate their relationship with beauty, questioning what products we really need and what products we miss the most.

Whilst skincare companies reaped the benefits of the surge in sales over the past year, it was a very different story for cosmetic brands. Lipstick sales were said to have dipped significantly last year.

With no place to go - and, when we do go anywhere, our mouths are covered by masks - people have less reason to wear it. While the need for daily make-up may have receded, a different desire has surfaced: for make-up that is conceptual and fun.

The abundance of free time has given people the chance to play with the make-up kits, experimenting with looks and trying new techniques. With my own business, we witnessed this first-hand.

Customers were messaging in their droves for tips on cut-crease eye looks or using blusher to add depth and warmth to the face. As the messages piled up, we concluded that an online course was needed to address these requests and creative conversations with like-minded women over make-up.

During these chats I found that whilst we technically had nowhere to go, towards the end of 2020 and beginning of 2021, women were wanting to wear make-up for fun once again. Even if it was just for a simple walk in the park with a friend, women wanted to use this occasion to put on some make-up and feel good.

Now that retail and make-up appointments have resumed, have we seen a change in what people want from their make-up? Trends that were once super popular before the pandemic such as blinding highlight have came and went.

With the increased use of skincare over the past year, women are wanting a softer make-up look, something that enhances their existing features, not covering it up with heavy products. Clients have worked hard to improve their skin in the free time, so we are seeing less requests for fuller coverage looks. At my business we look to chat to our clients one-on-one, having a free consultation to ascertain their skin type and what products work for their complexion. Sitting down with people again after such a long time away has been refreshing and it really allows us to notice the shift in tastes for make-up. As events such as weddings and concerts return over the coming months, the current appetite for minimal make-up may shift once again. Time will certainly tell.

During lockdown, people began to re-evaluate their relationship with beauty

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