Beauty trends have been disrupted over the past year, with lockdowns and social distancing reshaping priorities. A renewed focus on skincare, dubbed 'skinimalism' by Pinterest, sees people stepping up skincare routines and toning down makeup to let natural skin texture shine through. Meanwhile, colourful cosmetics like pastel liners, glitter, and 80s eyeshadow are gaining traction as people experiment more at home.
Social media platforms like Instagram, TikTok, and Pinterest are driving the beauty agenda. Skinimalism promotes glowy, natural complexions as the centrepiece of influencer looks, with tutorials on hydration and brightness trending. The 80s revival is also big, with the #myparentslook trend on TikTok featuring recreations of parents' yearbook and wedding photos.
Pastel eyeliner has seen a surge in searches, offering a simple way to freshen up makeup. Rainbow eyeshadow, graphic liner, and bright colours are also popular, helping to break lockdown monotony. Many expect these bold looks to continue post-pandemic.
The pandemic has also boosted support for smaller, independent brands and black-owned beauty brands, as consumers become more conscious of their spending power. With hairdressers closed, wigs have become a popular way to experiment with colours and lengths, with tutorials on fitting them widely available on TikTok.
