How face masks have changed the beauty industry YOU Magazine
How face masks have changed the beauty industry - YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Sign in Welcome!Log into your account Forgot your password? Password recovery Recover your password Search Sign in Welcome! Log into your account Forgot your password? Get help Password recovery Recover your password A password will be e-mailed to you. YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Home Beauty How face masks have changed the beauty industry By You Magazine - December 13, 2020 Who knew a year ago that this now compulsory accessory would force us to overhaul our make-up bags? Beauty director Edwina Ings-Chambers reveals the products we can’t get enough of. I suspect I’m not alone in saying that my most purchased item (other than food) this year has been face masks. And these face coverings are doing more than changing my accessory purchase – they’ve had a seismic effect on the entire beauty economy. First up, there are the brands that have expanded into new products. Take Slip, a company known for wrinkle-reducing silk pillowcases. Since the pandemic hit they’ve turned their expertise to masks, and despite the hefty price tag (£39), they’ve had a huge response. And, of course, every brand has created a hand sanitiser, from chic, plant-based Puritx (£12.50) to high-street favourite L’Oréal Paris (£3.99). But 2020 has had more far-reaching effects on the beauty landscape than creating demand for sanitiser. Old faithfuls like lipsticks – now that pouts are hidden – have seen sales decline, while products that amp up our eyes have soared. Antonio Terron/Trunk ArchIve Maskne marvels ‘Maskne’ refers to acne around the mouth and chin caused by the build-up of humidity and bacteria inside a mask. This year, according to Google, there’s been a rise of over 5,000 per cent in searches for ‘maskne treatment’. Unsurprisingly, this has affected product sales. While I’ve been using Murad Blemish Control Rapid Relief Spot Treatment (£20, murad.co.uk) more, Space NK has seen a 141 per cent hike in sales of blemish treatments and 108 per cent rise in cleansers. A great one is CeraVe SA Smoothing Cleanser (£12, boots.com), while The Inkey List Oat Cleansing Balm (£9.99, uk.theinkeylist.com) is effective at soothing stressed skin. The trend is also making stars of products that are normally more chorus line, as La Roche-Posay has noticed with rising sales of its Effaclar Serum (£32, boots.com), which is specifically for adult acne. Focus on eyes Meanwhile, as I predicted on my beauty pages back in July, eye make-up is doing brisk business. Marks & Spencer says online sales of its eyeshadows eyeliners and mascaras rose by 80 per cent during the first lockdown – I love its Smoky Eyeshadow Palette (£9.50, marksandspencer.com). In July, meanwhile, Space NK had its fastest-selling mascara launch ever: Hourglass Unlocked Instant Extensions Mascara (£29, spacenk.com) flew out of stores at a rate of 1.6 tubes a minute. It’s a similar story at Cult Beauty, whose surprise sellout product was Revitalash Advanced (£89, cultbeauty.com), a serum said to boost lash growth. The online beauty emporium’s co-founder Alexia Inge tells me, ‘Each time we restocked it we’d sell out again.’ She believes it’s a result of people looking to enhance their ‘smize’ (smiling with their eyes). Bases with added benefits According to John Lewis, sales of light bases and tinted moisturisers with skincare benefits are also booming. Its beauty buyers predict customers will turn to bases that tackle spots, too. Of these hardworking heroes, try Oskia Nutri-Bronze Adaptive Sheer Tinted Serum (£58, naturisimo.com) and Typology Tinted Serum (£24.80, uk.typology.com). On trend for lips Forget the Lipstick Index – the idea that in troubled times lipstick sales stay buoyant as women invest in little luxuries. Mask wearing has seen lipstick purchases decline. However, not all lip products are created equal: John Lewis reports that lip balms and tints are flying off the shelves, with sales more than doubling this year. Meanwhile, Cult Beauty’s lip balm and treatments division grew by 243 per cent. If you’re after a balm, I love Sensai Cellular Performance Total Lip Treatment (£75, harrods.com) and Dr Sam’s Flawless Lip (£12, drsambunting.com). RELATED ARTICLESMORE FROM AUTHOR You could get paid to test Liberty’ s Beauty Advent Calendar People are obsessed with this Revlon hair drying tool A new drop of Boots Star Gifts has landed for Christmas 2022 Popular in Beauty 8 of the best sets of press-on nails to see you July 6, 2020 The nail polish worn by Meghan Markle on her wedding day July 27, 2020 Holly Willoughby’ s go-to eye serum is a £6 bargain August 18, 2020 John Lewis has confirmed the line-up for the next Virtual Beauty September 10, 2020 Lush just added to its bestselling Sleepy range with a dreamy September 30, 2020 These are the UK s favourite fragrances starting from just £8 June 22, 2022 These are the bestselling fragrances at Boots right now November 18, 2020 Olay’ s bestselling Regenerist face cream is better than half price on March 8, 2022 This is the £4 90 concealer Holly Willoughby uses to transform her January 20, 2021 Edwina Ings-Chambers Big love for these little labels February 14, 2021 Popular CategoriesFood2704Life2496Fashion2240Beauty1738Celebrity1261Interiors684 Sign up for YOUMail Thanks for subscribing Please check your email to confirm (If you don't see the email, check the spam box) Fashion Beauty Celebrity Life Food Privacy & Cookies T&C Copyright 2022 - YOU Magazine. All Rights Reserved