Future Beauty Trends Emerging from COVID

Over the past few weeks I’ve been thinking about how the beauty industry might be forever changed by COVID-19. As a trend forecaster, I seek to understand what certain cultural shifts may mean for the world, and in this case, how it distills down to the beauty industry. I wanted to share a few thoughts I’ve had about future beauty trends emerging from this period of uncertainty and what new products, trends and protocols may emerge.

Filters for video calls

• As the world moves to a more remote work environment the prevalence of video calls is becoming the new norm. While many of us are used to beauty filters on social media they may soon find their way onto platforms like Skype, Zoom and FaceTime.

 Policy and Store Reform around Makeup Testers

• When we walk into a makeup store and see tester products on display it’s no secret that they’ve been used before. What originally made Sephora so different compared to their old-school-department-store counterparts was that you could actually come in and touch and play with the products—without the hard-sell.  Sephora made beauty accessible and brought brands out from behind the glass counter and into the hands of the customers. But now, because of the current climate there will likely be new regulations and standards for tester products and to what degree may employees touch customers for services like in-store makeovers and facials. It’s no longer enough to have clean applicators, sponges, etc. ready for use. New measures and precautions will be set up in order to sanitize tester products before and after use to protect each person from spreading or catching germs and bacteria.     

Antibacterial properties in cosmetics especially skincare and face

• We’ve been warned to not touch our face, especially the eye and nose area. Future face and skin products may explore anti-bacterial properties both to keep the formula from contracting bacterial but also as a benefit when wearing the product. What if there was an ingredient that actively fights bacteria while on the skin? Future beauty products may find a safe way to harness antimicrobial or other germ-fighting ingredients.  

The Next Iteration of Hand Sanitizer

• The hand sanitizer shortage has brought to light how much we actually need it during this pandemic. New beauty and personal care products will likely emerge as iterations of hand sanitizer. This could be in the forms of more nourishing formulas like lotions, body conditioners, serums or powders. Products might also extend beyond just hands and move to feet, armpits, hair and beyond.     

Hand care

• A new need space will emerge from the over use of alcohol-based hand sanitizer and constant hand washing. The question becomes: How can we protect our hands from harsh alcohol-based sanitizers and dry-out but still safeguard our hands from taking on any new germs and bacteria? Hand care will gain in popularity amongst beauty and skincare brands including not only nourishing lotions, but also combat other hand-related issues like anti-aging, softening and hydration.

Cleaning Products

• There will be a new emphasis on being clean—i.e. free from dirt, bacteria, etc. Brush and sponge sanitizers and other cleaning products for makeup tools will become important ancillary lines, possibly designed to work with the beauty tools as part of a system. Nail care tools including nail brushes, cuticle nippers, fingernail clippers and files will also need a means of sanitation that’s marketed to the everyday customer vs. salon pros who likely already have a sanitization routine.