The COVID-19 pandemic rocked the world’s beauty sector (which includes skincare, colour cosmetics, hair care, perfumes, and personal care) in 2020.

Brands switched their production to make hand sanitisers and cleaning agents in reaction to the crisis, and frontline response personnel received free beautification treatments. Industry executives shouldered the responsibility of making sure that their businesses continue to thrive.

To what extent did this pandemic affect the beauty services that so many people rely on? What impact did this have on beauty trends for consumers?

Let’s look into the impact of COVID-19 on the beauty sector and consumers since 2020, as well as the projection for 2022.

Digital Beauty Filtered

Digital beauty became increasingly popular. A new trend, tagged Instagram vs reality then emerged. It refers to when people, especially influencers, change their appearance with tools like Photoshop and filters. This trend has got to where people’s online personas are distinct from their real-life personas.

Natural Beauty Gets Embraced

In contrast to digital beauty, a new fashion trend emerged that emphasised natural beauty. Not that people aren’t still using cosmetics. Rather, it refers to how individuals utilised cosmetics to improve their beauty more subtly and naturally. Many celebrities have backed this approach, which aims to encourage individuals to embrace their natural beauty.

COVID-19 and Beauty Salons 

Customers noticed better-individualised services in various salons and spas. However, restrictions put paid to complimentary refreshments that made salon visits seem like a treat.

Let’s look at the impact on skin, nail, and hair appointments:

1. Virtual consultations

Clients may be required to have a virtual consultation before visiting a salon or spa still as of 2022. When salons opened again in April 2021, this change not only reduced avoidable contact but also reduced difficulty in communication that might arise while wearing a mask in a busy (and frequently noisy) salon. It also gave hairdressers and technicians a more personal method of communicating with their clientele.

According to Beautified Britain: the Skin Report, "1 in 5 consumers moved online for virtual hair or beauty consultations during the pandemic, and this trend has continued with 94% of aesthetic patients now prefer a virtual consultation to an in-clinic visit. Practitioners have seen a 70% increase in requests for online consults." 

2. Time for touchless

As of last year and into 2022, many business owners have done away with waiting spaces, complimentary refreshments, and magazines. They instead invite clients to come along with their beverages and reading materials, as well as a phone or tablet loaded with fun apps and games. When clients arrive, some salons even offer them links to handpicked publications.

Many establishments request clients wait outside or remain in their vehicles till they get a call or text informing them that their beauty expert is ready to meet them instead of sitting in a waiting area.

As beauty salons opened, this approach aided the transition in payment methods, as more cashless systems and electronic payment, such as tap-to-pay, became commonplace.

Beauty Trends That Will Last Until After 2022

Cultural evolution and occurrences greatly influenced the beauty industry, as many in the profession know. Hence, it’s unsurprising that a pandemic affected global beauty trends.

As shops reopened in 2021, three beauty trends remained and became the norm: 

1. Minimalistic hairstyles 

It forced many salons to cease business because of the 2020 lockdown, leaving clients to “fend for themselves” in terms of hair maintenance and colour treatments. This led to some less-than-stellar DIY projects, but many women took advantage of the chance to show off their natural hair and appreciate their roots.

The pandemic also sparked a surge in hairstyle innovation, which includes the classic high pony to the addition of bright hair ornaments. In case of future lockdowns, many people are now opting for minimalistic styles that need little to no maintenance, such as pixie cuts and curtain bangs.

2. Bold vs. Natural

Due to the latest Omicron outbreak, many people will go on with wearing their face masks since it’s still recommended and the safest strategy to curb the spread. In January 2022, the UK government relaxed the social distancing and mask-wearing rules active during the pandemic’s toughest lockdown months.

The options for your eyes are unlimited when half of your face is hidden. The pandemic prompted a lot of inventiveness. People started to wear more fun and bold eye makeup, such as vibrant eyeshadow, glitter, creative designs, and dramatic eyeliner.

Although we also see a growing trend in natural beauty. Many people ditched their bronzer, concealer, foundation, and blush regimens in favour of light skincare or, at the very least, a tinted moisturiser. Many people have discovered that going natural is more alluring and better for their complexion, and they will continue that way as we move towards a world with fewer restrictions.

Your can read more about the end of the Instagram face and the need for a more natural look or Skinimalism as it’s called in an in-depth article titled The Skin Report from Dr Yusra, a skincare and aesthetics wellness expert with premium clinics in Harley Street, London and Liverpool.

3. DIY nails 

At the beginning, the lockdown compelled many people to ditch their acrylics or SNS in favour of being natural. DIY manicures were quite popular, and many people attempted to create healthier nails.

For people who don’t like the natural look, companies have introduced quick dip manicure kits and elegantly sculpted press-on nails. When nail salons reopened, however, artists discovered that their business had returned to normal. So many people do still believe that nobody can do a mani-pedi like your go-to nail technician.

Changes in Consumer Behaviour That Now Suit A New Norm

The way customers may shop is one of the crucial post-pandemic developments for the beauty sector. Most retailers and companies have had to improve their digital and cosmetic product testing capabilities. Below are continued expectations from businesses:

1. Beauty gone virtual 

Beauty firms realised they’d have a lot of work to do from the outset of the pandemic, with the major issue bordering on how clients could sample and test products.

Companies ultimately resorted to extensive beauty questionnaires, augmented reality (AR), and virtual cosmetic filters, which allowed customers to “test on” items before buying them. As technology progresses, we may expect this virtual aesthetic experience to continue and grow.

2. Consumer Patterns Changed Quickly

Beauty product customers’ preferences developed as more people ordered from home. Demand for more specialised beauty products surged (self-care goods like at-home hair colouring and DIY manicure kits). But demand for more popular items, such as lipstick, declined as mask-wearing was the norm.

Meanwhile, lash, brow, and other eye-related items saw a surge in sales. Alterations in the amount and types of SKUs, as well as new operating guidelines for social distancing within distribution centres, may have put extra strain on fulfilment procedures.

3. Fragrance Comeback

Most people had to put a brake on their perfume use in 2020 as we adjusted to our new way of living without much social interaction. In 2021, everyone found solace and familiarity in their treasured trademark perfumes. 2022 will see the comeback of stronger, bolder perfumes, with overtones of 1920s grandeur and passionate decadence.

4. Stick-On Everything

Face stickers and stick-on makeup have already gained popularity (eyeliner being the most popular), but the stick-on trend will reach new heights in 2022. On Pinterest, searches for tooth gems have increased by 85 per cent; crystal eye makeup has increased by 110 per cent.

The fad for stick-ons, which is partly a throwback to the 1990s, acts as a link between cosmetics and costume jewellery for a blinging show of self-indulgent satisfaction and lavishness.