By Nikhil Maheshwari New Delhi, Nov 30, (IANSlife).Skincare and makeup have been viewed as incompatible since their inception.
New trends are responding to the demand of skincare enthusiasts for multi-functional makeup.
The pandemic was, among other things, a catalyst for skincare becoming a priority.
People put aside their makeup brushes and started to learn DIY skincare techniques.High pigmentation and high payoff are still the top priorities in makeup products.However, skincare actives are now non negotiable.
Products that deliver maximum results with minimal effort are an important part of our daily lives, including makeup and skincare.
In the post-lockdown era, holistic care and efficiency are paramount in all aspects of our lives.
Screen time also rose as even the most stern social media users gave in to virtual everything.Information was freely available on all platforms.Digital reliance has led to more informed customers who demand transparency in everything and never hesitate to do extensive online research before buying.
For the beauty industry, this meant that they included the ingredient list in all their products.The myths that had been circulating around the ‘clean beauty movement’ were swept away as people began to trust science-backed chemicals over DIY-like products that did not meet customer needs.
Customers who are skincare experts aren’t aware of the hydrating properties Hyaluronic acid have a tendency to trust high-powered chemicals and know their chemical exfoliators well.If skincare was already a standard, makeup could not be far behind.
This does not mean that beauty trends will override customers’ skincare needs.They want to use makeup as an art form, treating the face as a canvas.
However, people now have options that don’t make the canvas less beautiful and can prevent breakouts and dehydration.While the makeup revolution is progressing with time, two important priorities are being addressed urgently: hydration (and moisturisation).
Lipsticks that leave lips feeling chapped, dry, and scaly are being replaced with moisture-boosting ones with oils and rejuvenating actives.Foundations are being enriched with peptides.
Does this mean that skincare-infused makeup can replace a properly planned skincare routine for each skin type and its needs? No.Absolutely not.Skincare infused makeup is designed to nourish your skin and prevent scarring.A hardworking moisturiser cannot replace a skincare regimen.
Although the pandemic certainly had an impact on the beauty industry’s bottom line, it also listened to the needs of new-age, more sophisticated consumers.This led to a paradigm shift within the industry towards holistic care.
Brands that listen and continue to listen will not only be able to follow the trend but also gain from it.
(Nikhil Maheshwari, the founder of Ora D’oro Beauty, is the author)
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