The post-pandemic beauty trends to look out for

By Ayat Toufeeq

Published: Thu 9 Jul 2020, 12:00 AM

Last updated: Sun 12 Jul 2020, 6:04 PM

To say that much of our world has changed over the last few weeks is an understatement. From the transformation of traditional office life to our approach to health and wellness, it's fair to say that 2020 has marked a turning point. As we spend more time indoors and online, our approach to beauty is likely to change too. These are the post-pandemic beauty trends we're expecting:
Skincare as wellness
Skincare has been having a moment and this is unlikely to change anytime soon. Awareness and innovation in the skincare world has soared in recent years and the pandemic has accelerated a general shift towards thinking of skincare as wellness. Spending more time at home has taught us to spend less time wearing makeup and more time indulging in our skincare routines as a source of comfort and much-needed self-care.
Simpler makeup
As we focus more on skincare, our makeup styles are shifting towards Zoom-ready simplicity. Gone are the days of contouring, cut creases and heavy highlighter. Instead, a new wave of light coverage foundations and moisturisers that highlight our pampered complexions, hydrating lipsticks in your-lips-but-better nudes, and the occasional pop of bold colour are here. We're also predicting a comeback (and a major overhaul) for bronzers, which will reappear finely-milled, less orange and more illuminating than the glittering nineties and early noughties versions we had in our high-school makeup bags.
Clean beauty becomes a must
There's nothing like a global pandemic to remind us just how important our physical and mental wellbeing are. As a result, we are becoming increasingly conscious of what our beauty products are made of. More and more, we are going to be looking for products formulated with clean ingredients, and can expect greater scrutiny around what clean really means. We will be reaching for products made with ingredients we can actually pronounce, and that are vegan, cruelty-free and sustainable.
Beauty goes high-tech
The vacuum of salon treatments and facials has placed the spotlight on at-home devices which have never been more popular. From cleansing brushes to facial massage and light therapy, there is growing tech innovation in the beauty industry which makes these devices investment-worthy. This momentum is unlikely to stop, and with the hygiene of in-store testing being called into question, colour cosmetics retailers may quickly follow suit with AI-powered colour and scent matching technologies.
Bolder hair choices
After months of social distancing and an assortment of DIY hair disasters, we are preparing for a cousin of the post-breakup cut - the post-pandemic cut - to make an appearance. Our overgrown roots and split ends will be making way for easy, low maintenance cuts and colour choices. We're ready to venture out with a fresh, daring new look and less hair to hold us down.
(Ayat Toufeeq is co-founder of

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