Launching the right beauty products for our new world
You’ve spent the year hearing all of the cliches, from “these are unprecedented times” to “we’re living in a new normal.” 2020 has shaken the foundation of many of our industries, and beauty is no exception. While in the last decade, the industry had 4.6% growth, according to a McKinsey report on how the beauty industry has changed during the COVID-19 pandemic, early estimates show that there’s an estimated 20% contraction of beauty purchasing in 2020. Regardless of the volume, anecdotally, even only from our own lives, we know that in a world of quarantine and social distancing, most of us have put wearing a full face of makeup on pause.
But, as people have started to adjust to the world we’re living in, they’ve learned what routines are worth keeping in their day, and which ones to tuck away for a future year where we can all go back to our normal lives. And within these routines, we’ve seen a few beauty trends pop that are worth keeping an eye on as we head into 2021.
What trends are popping?
In 2020, people learned to live in two new worlds: On Zoom and outside wearing a mask (please, wear your mask). In each world, people “got ready” differently, informing which beauty trends will be reliable in early 2021.
Video Conferencing:
For work or school or social hangouts, people are spending more time on video conferencing platforms. Unfortunately, many of these platforms don’t help us put our best face forward. Outside of the lighting in our own homes, which may not be the most flattering, video conferencing platforms often wash out our faces, making our skin look duller and more tired than usual. Therefore, to look your best, focusing on brightening up your skin is a must. For those willing to go one step further, making your eyes pop on camera is a great way to help combat the tired look that the webcam creates, since much of that tiredness manifests in the look of your eyes.
Outside:
We now wear masks when we go out into the world. At the basic level, that means the bottom half of our faces are covered. Therefore, our eyes are the feature to highlight to look your best. While vivid daily looks may be less on trend this year, we predict that they’ll be making more of a comeback in 2021, as people start to ready themselves for a year where things may go back to normal. In addition to highlighting eyes, basic skin maintenance, from sun protection to moisture and oil management, will continue to be key. Since we know that wearing a mask can trap oil and dirt on the bottom half of our faces, staying on top of skin care routines will continue to be foundational to building great looks (and having healthy skin!).
What do these trends mean for makeup products?
Eyes:
Eye makeup is foundational to building a look on video or with a mask. And given the stresses of our current lifestyles, the core attributes that people are prioritizing are, quick, easy, and effective. We know that 2020 has been exhausting, and the first half of 2021 will likely be the same; making sure your routine can be executed quickly is critical.
The top products to focus on if you’re launching eye makeup are mascara, an eye palette, or a brow pencil or gel. All three products can be applied quickly and can help you look your best and highlight your now most prominent feature with minimal effort.
Skin:
For skin, natural, healthy, and bright are the core attributes to focus on for 2021. On top of keeping up a great skincare routine, our top 3 products are tinted moisturizer, concealer, and highlighter. Again, we’re prioritizing speed of application for these products, but also focusing on a natural and healthy look that can make you look your best regardless of the lighting in your home.
How can you get started?
Launching your own line can be confusing and tricky. And while there are some tips out there, the information is scattered and confusing. That’s where we can help! CreatorNova provides the backend business and operational support that you need to get your beauty product in front of your followers.
If you want a product out quickly, consider our Power Palettes, where you can launch a custom palette, best for those who want to kick off the new year strong and take the plunge into releasing their own product. If you’re looking to launch or grow a full beauty line right away, join our Nova Insiders program, where we can help you create a custom product based on your vision. If you’re interested in learning more, join the Nova Community, and get the latest updates from us and how we’re making the services we provide even better every day. Check us out at CreatorNova.
