Skin Deep: Beauty in the Post Pandemic Era

They say if you look good you feel good but since the start of the COVID-19 pandemic the usual beauty routine has changed dramatically and these changes are impacting the beauty industry. Cosmetic sales have dropped as consumer demand shifted to hygiene products causing makeup companies like L’Oreal to release hand sanitizer. Sales in skincare products soared past make-up products for the first time, emphasizing a new appreciation for natural beauty.

“After two years of lockdown sweatpants and mangled self haircuts, beauty standards have updated.”

After two years of lockdown sweatpants and mangled self haircuts, beauty standards have updated. Covid created a paradigm shift in beauty, from in-person to online via DTC, hair color filters, and outward appearance to inner self-care – adding new meanings to the phrase it’s only skin deep! The beauty industry has played an essential role during the pandemic as Covid-19 has prompted consumers to re-evaluate their beauty products and needs.

As we emerge from a pandemic two factors are changing how we view beauty; economic fears over the recession and the shift from superficial image to people asking what’s truly meaningful in their lives. Consumers are seeking to do more with less as young people are improvising with DIY beauty using household items and food ingredients. Pandemic consumers are also reevaluating their beauty standards taking a more ‘real’ approach to beauty. As we were faced with our own mortality and the realities of how we’ve been living our lives, all behind a screen and making little time for family and friends – or ourselves – the exalting of ‘real’ beauty has emerged. And this isn’t your parents real beauty campaign.

“And this isn’t your parents real beauty campaign.”

The post-pandemic real beauty is not only questioning what and who gets to be defined as beautiful, but also the value of visual beauty itself. Gen Z is saying there is more to life than how you look or how you’re perceived. 2022 is about how you perceive yourself – how you feel. Messaging no longer resonates about how physical beauty is important for your life happiness. We want brands to keep it real with us that we don’t ‘need’ their products, but maybe we ‘want’ them. Brands that can walk the fine line between beauty being both desirable and also only skin deep will win Gen Z’s attention and loyalty.

“Gen Z is saying there is more to life than how you look or how you’re perceived. 2022 is about how you perceive yourself – how you feel.”

A lot of companies are also going digital when it comes to their makeup tools and apps allowing consumers to use filters as makeup products. Brands could use this opportunity to create makeup filters with playful language about beauty as skin deep and how beauty is underneath the filter, for instance. Or they can focus on skincare-based beauty and inner-healing products for beauty that help the whole person – editing their product lineup to reflect our changing beliefs that how we feel is what defines beauty.

We also believe in buying from ethical brands, and are drawn to companies that embrace well defined ethics and sustainability in their products. Some brands have recently been criticized for hiking prices and failing to meet safety standards. As we move from looking to feeling our best, we are looking for brands to support us in our new journey.

“As we move from looking to feeling our best, we are looking for brands to support us in our new journey.”