How the pandemic changed consumer attitudes towards beauty products

A guide for beauty businesses in 2022

Two years on from the emergence of Covid-19, and the knock-on effects of the pandemic are continuing to impact the UK beauty market. Spending so much time isolating indoors during 2020 led to a widespread focus on health and selfcare, while limited in-person interaction reduced the need for heavy-duty make-up and hair products designed with styling in mind.

This change in consumer behaviour was epitomised in the sales of red lipstick which fell 40% in 2021. Face masks were suspected to be the main culprit for this change but although masks are no longer mandatory, lipstick sales have not recovered to their pre-pandemic levels. Indeed, it seems that women are wearing less make-up overall in 2022: consumers continue to be primarily driven by health and are instead investing in products which promise to nourish their skin and hair.

Additionally, it seems that not all workers will not be returning to the office full-time, further reducing the need for beauty products that were previously deemed essential by many. ‘Barely-there’ make-up which does not interfere with skincare routines seems to be the order of the day and given our transformed working life it is likely a trend that is here to stay.

For beauty businesses already rocked by the long periods of closure throughout 2020 and 2021, it is vital to stay up-to-date with the shifting consumer attitudes towards beauty products and procedures in order to capitalise on the current need. While it is out with the old and in with the new, there is still a huge demand for beauty treatments and regular haircare, evidenced by continuing waiting lists for salons around the country. Use this guide to the latest beauty trends to satisfy your client requirements and get business booming in 2022.

Prioritising skincare 

Working from home throughout 2020 provided the perfect opportunity to develop a skincare routine which led to a spike in sales of skin-nurturing products including skin barrier-boosting acids, vitamin supplements, and whole-body cleansers. This year’s skincare trends go one step further as consumers seek the luxury of at-home LED treatments and personalised prescriptions and products.

Barely-there make-up 

While many makeup artists have named 2022 as the year of bold beauty looks to celebrate our return to normality, the pandemic choice of no-makeup makeup remains a firm favourite among consumers. Appearing healthy is the priority for the public and the trending look is a natural glow created by dewy skin and a glossy lip – and even faux freckles. Many are extending this glow to their body by being careful to follow sunbed sessions with tan accelerators to keep skin hydrated.

Minimalism is key

After the infamous ‘lockdown clear out’ where people got rid of all their old makeup products, consumers readdressed their needs and decided to invest in fewer – but more high quality – items. Less continues to be more in 2022 with consumers drawn to expert luxury skincare and long-lasting makeup that is quick to apply and slow to fade.

Healthy hair 

Much like the move to effortless makeup, hair trends have also shifted to a minimalist upkeep. Stylists have predicted that simple hairstyle trends that can easily become a whole look, like grown-out bangs and dressed-up ponytails, will help consumers in 2022 achieve the wanted ‘I woke up like this’ look. Hair oils and conditioning treatments are a must as consumers strive for locks that shine. Keeping your hair healthy and well-nourished is key to effortlessly rocking these minimalist hairstyles, and that’s where Allurium Beauty can provide valuable advice and products.