“No makeup makeup”: Younger generation’s trend natural beauty post-pandemic

08 Jun 2022 --- The COVID-19 pandemic has impacted the ways people, especially Millennials and Gen Zers, consume and use makeup. PersonalCareInsights spotlights growing shifts in the beauty space toward embracing natural looks in combination with makeup. 

Myriam Bougdim, marketing and communication associate at Active Concepts, shares insights on the impacts of lockdown, virtualization and multifunctional makeup. She is joined by Cynthia Bryant, chief business officer at Demetrix, who shares environmentally sustainable ingredients in the natural space. 

“There is no doubt that the pandemic has changed consumer behavior in the beauty sector,” asserts Bougdim.

“Younger generations are an empowered group that prioritizes self-love and individuality. With the rising popularity of TikTok and influencer culture, younger generations have found themselves in the spotlight by simply being themselves.”

“For this reason, natural makeup looks have resonated well within this group because it promotes an ideology that you who you naturally are beautiful. The No Makeup “Makeup” trend embraces what younger generations value the most: authenticity and inclusivity,” she continues. 

“However, there has been a “beauty by health” trend gaining momentum even before the pandemic,” adds Bryant. 

Additionally, the Centre for the Promotion of Imports from developing countries (CBI), Ministry of Foreign Affairs, Netherlands, notes that the demand for natural ingredients within the European cosmetics sector is increasing and is expected to continue. There is a rise in consumer awareness of natural cosmetics and a desire for companies to replace synthetic ingredients with natural variants. 

A prime example of addressing broader social concerns is the New York Senate and Assembly, which recently passed the bill banning cosmetic sales tested on animals.

But what is “natural” makeup?Myriam Bougdim, marketing and communication associate at Active Concepts. 
“Natural” can be interpreted by using natural ingredients used in cosmetics or using makeup to highlight natural characteristics.

“Natural makeup is embracing your imperfections and being authentic. It is part of a more significant movement of being confident with who you are, instead of hiding what you do not like,” adds Bougdim. 

“Natural makeup incorporates cosmetics that accentuate your natural beauty rather than conceal your imperfections while avoiding ingredients linked to harmful health effects.” 

To avoid harmful effects on health, natural-based and clean ingredients are often required. 

Trends carried into the lockdown
Bryant says that the “beauty by health” trend was trending even before the lockdown. 

“This has manifested in growing consumer interest for achieving a healthier lifestyle that includes caring for our bodies through nutrition, supplements, and topical solutions. While the pandemic was not the advent of this trend, it has accelerated it,” adds Bryant. 

“Thanks to this, we have seen that consumers will continue to invest in research to make highly informed decisions about the products they choose to purchase. These decisions are based on three major criteria: Are the products efficacious? Do they have clean labels? And are they safer for the planet?”

These concerns drive demand for efficacious, natural bioactives that are also sustainably produced - for example, Demetrix shares that a whole new class of natural bioactives is emerging – cannabinoids.

“Through our research into cannabinoids, Demetrix has found that they provide attractive benefits that allow people to promote healthy skin naturally. There are over 100 of these rare compounds found in nature,” shares Bryant.

“We produce our cannabinoids through fermentation, and this means we are also bringing these ingredients to market in a more sustainable fashion than through plant extraction.”

Lockdown effects
The COVID-19 lockdown impacted people’s interest in consuming makeup products. 

“With the normalization of working from home and the general usage of masks, many individuals have avoided social pressure to put on make-up and transformed their perception of beauty,” explains Bougdim. 

“The lockdown period was an opportunity for many individuals to stay home and spend time prioritizing self-care routines and picking up new hobbies. Customers found an avenue of self-care through personal care products – ranging from morning and nightly rituals to provide routine and structure for long work-from-home days to comforting spa-like experiences for promoting wellness.”

She asserts that many will continue using cosmetics but in a different way.Consumers decisions are based on three major criteria: Are the products efficacious? Do they have clean labels? And are they safer for the planet? 

“Women may begin wearing makeup for themselves rather than for others. The obligation to wear makeup to work or in their daily lives is not so prevalent anymore. However, after years of being restricted, some women may feel enthusiastic about getting back outside, and this desire generated a fresh wave of makeup experimentation on the market,” says Bougdim. 

 Focus on holistic wellness
The wealth of time resulting from lockdown and isolation has brought people to care for the body and mind. Additionally, the focus also shifted to hygiene and cleanliness. 

“More and more, we are searching for well-being and a holistic equilibrium. As stress and mental health have taken over the conversation, the concept of total wellness has become integral to beauty and self-care routines, and this will continue post-pandemic,” comments Bougdim. 

“More than before, adults seek support to manage newfound stressors brought on by changes in their life and routine. The pandemic has made consumers recognize that well-being is a vital concern.”

“In the coming years, consumers will look for more products and services that offer mental and emotional health benefits. Research of actives with strong immunity-boosting, antibacterial, antiviral, and adaptogenic properties are on the rise and will continue to grow over the next few years,” continues Bougdim. 

Hybrid cosmetics
Color cosmetics experienced a decline during the lockdown, and personal care products for skincare and haircare rose instead, says Bougdim. This shows that consumers are taking care of their skin more than wearing makeup. 

“The next generation of cosmetics are increasingly combining color cosmetics and skincare,” adds Bougdim. 

“Hybrid cosmetics are a class of makeup products that serve more than one purpose. We often look toward makeup for achieving immediate and instant beauty. However, hybrid cosmetics take this concept to the next level by providing long-term skincare benefits.”

Following the #ricewater trend on TikTok, Active Concepts took a step further and unveiled upcycled ACB Rice Water SF hair growth and rejuvenation.

The company also launched the Social Renaissance prototype kit, combining makeup with skincare. The kit comes as a result of a COVID-19-related increase in consumer demand for multifunctional makeup.

By Venya Patel