Cosmetic Consumer Trends – Personal Care Innovation in a COVID era

Summary — key consumer and product trends in the COVID era

Source: Belinda Carley, Director, Institute of Personal Care Science

A concise overview of shifting consumer behaviors, product demand and formulation/marketing implications for personal care and cosmetics since the COVID era began.

Belinda Carley — Director, Institute of Personal Care Science

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Major lifestyle and cosmetic shifts

• Reduced demand for bright, flashy makeup and radical hair‑styling products as people go out less.
• Greater emphasis on natural, everyday looks.
• Increased focus on eye makeup (eyeliner, mascara, everyday eyeshadows) because masks cover lower face.
• Rising interest in soft‑focus finish makeup optimized for on‑screen video calls.

Skincare and health routines

• Large uplift in hand hygiene products: hand sanitizers, hand wash and subsequent hand‑care treatments to combat drying and irritation from frequent washing/sanitizing.
• Growing demand for sensitive‑skin products and treatments to address “maskne” (acne/irritation caused by humidity and friction from masks).
• Practical tip: remove masks to let skin breathe when it is safe to do so.

At‑home and alternative treatments

• Growth in at‑home care and DIY “salon” experiences for hair and facial treatments — opportunity to offer premium-feeling, budget-friendly ranges.
• Consumers unable to access clinic injectables are turning to cosmeceutical, topical “injectable‑like” products (e.g., topical collagen / Botox alternatives).

Formulation and supply advice

• Avoid relying on polymers that are currently in high demand for hand‑sanitizer gels (examples: carbomer, C13‑30 alcohol, acrylates).
• Consider gum or other polymer alternatives to reduce supply risk.
• Design formulations around available ingredients to prevent manufacturing and supply bottlenecks.

Marketing and sales tactics

• Run short, outcome‑focused challenges (7, 10 or 12 days) that promise visible results to drive social‑media engagement.
• Provide try‑before‑you‑buy options:
  • AI/AR virtual try‑on apps to replicate in-store testing.
  • Small sachets or sample sizes to lower barriers to purchase as in‑store testers decline and online shopping rises.

Opportunities for product developers

• Introduce topical injectable‑like products if not already in range.
• Create at‑home salon kits or premium-feel, affordable daily care items.
• Develop AI/AR tools and small sample SKUs to support online conversion.

Notable speaker and items mentioned

• Speaker: Belinda Carley, Director, Institute of Personal Care Science
• Notable product categories:
  • Hand sanitizers, hand wash, hand‑care treatments
  • Soft‑focus makeup
  • Eye makeup
  • Topical collagen / Botox‑like cosmeceuticals
  • At‑home salon kits
  • Sachet samples
• Ingredient/formulation caution: avoid overusing high‑demand polymers (e.g., carbomer, C13‑30 alcohol, acrylates) — consider gum/alternative polymers.