Unlike the previous beauty trends that focused on heavy glam looks, natural appearances and styles have found their way into the mainstream. Consumers have found themselves enamored with the flawless, no-makeup look, and this is reflective in their spending habits.
The Natural Look
Years ago, beauty gurus all over Youtube introduced the “no makeup” makeup look, in which a user would use a minimal amount of makeup to give off the appearance of flawless, natural skin. Now, beauty fans would rather have the flawless look without the use of makeup. As makeup drastically falls in sales, so does people’s interest in wearing it. The reason for this is because consumers have begun to realize that instead of simply covering up their insecurities, it would be more effective to address the problem itself. For this reason, sales in makeup have fallen as low as 7% while sales in skincare products have risen by 5%, and about 25% of women are wearing less makeup.
Furthermore, the application of skincare products has been regarded as a method of therapeutic self-care, making it popular among Gen Zers. In an article with Vogue Business, Melanie Bender, general manager of the brand Versed, explains that “whereas makeup is temporary and feels like something you put on for others, skincare is an investment and an intimate ritual.” Gen Zers have been known for their interest in self-care, and in line with skincare trends, have been wearing makeup less. The number of teenagers that wear makeup daily have fallen from around 53% to 38%, and that cosmetic sales are down by 21%, according to Piper Jaffray.
The SkinCare Movement
The makeup industry has heavily relied for years on using women and teen’s complexion insecurities against them, and there are plenty of anecdotes online in which they have recounted how they felt the need to wear makeup to be presentable. Now, thanks to the Skincare Movement, beauty fans of all genders and ages are empowered to take their beauty into their own hands, and have “refocused attention on healing the face and body instead of covering its flaws.” As the skincare movement progresses, it’s clear that consumer beliefs progress along with it.
How Companies are Coping
In response to this slump in makeup sales, beauty retailers have shifted to pushing skincare products. For example, Ulta, a beauty retailer store whose stock has decreased over 30% last August, has recently seen an increase in sales when pushing skincare as well as hair care products. Mary Dillon, CEO of Ulta, notes that interest in makeup is in a “down cycle” as influencers and social media stars have popularized the natural look, which requires more than just makeup.
Because the new trend is to look as natural as possible while being as eco-friendly as possible, companies are adapting and including products in their lines that are either skincare-focused or are makeup with skincare benefits. Ingredients like camellia oil can assist in this process, with components that have proven to be an effective resource in the skin renewal process. We recommend our own, quality array of camellia oil, to maximize the collagen-boosting and moisturizing effects of your products, or even of your own daily skincare routine.
With the new progressive mindset, consumers are more focused on treating and loving their natural looks rather than trying to mask it. Makeup will be around to stay, but it’s clear that skincare is quickly taking over in retail stores like Ulta and Sephora. Younger and younger generations are beginning to take interest in skincare, and with more affordable options now in the market, interest in makeup is on the decline, with consumers wearing less of it daily.