What are the global beauty market trends after the pandemic?

August 3, 2020
3 min read

Recently, I had the honor to attend the 3rd Cosmetics Product Managers Conference at CIBE (China International Beauty Expo). Of course, at the event, I shared some sights into the developments and innovations of the global beauty industry after the pandemic. We have seen the tremendous changes in the work and life of consumers around the world. Brands will redefine all product directions to meet the various needs of consumers. Here, we focus on insights into future trends for innovation in the global beauty market.

All Around Health

According to Mintel data, three-quarters of Chinese consumers interviewed use hand-sanitizing products almost every day. Mintel Global New Product Database (GNPD) shows that in the first and second quarters of 2020, 81% of hand-sanitizing products claim to be anti-bacterial.

OLIKA Birdie 2-in-1 Hand Sanitizer

Contains a pump head for sanitizing gel and dry paper towels underneath for portability, while the unique packaging meets the needs of Generation Z’s Instagram sharing. 

LOLI Beauty Grape Hand Tonic

The world’s first high-efficiency, cleaning hand tonic, containing 70% organic grape alcohol. Independent and scientifically certified MADE SAFE®. Pure, effective, east-to-carry, 100% organic, with clove and citrus essential oils.

Adapt to Home Life

Due to the special circumstances, the home living scenarios have increased. Mintel research shows that more than half of Chinese consumers are following the online fitness tutorials during the pandemic. Undoubtedly, for the convenience of consumers, brand owners can consider targeted subscription services, products suitable for slow beauty and light makeup.

Touch in SOL Pretty Filter Icy Sherbet Primer

Light makeup meets the new home life scene. Applied before makeup, it provides an instant cooling sensation, is silicone-free and oil-free, and has moisture locking technology that helps lock in moisture, minimizes pores and smoothes skin texture for easy makeup application. 

Kosås Tinted Face Oil

Provides a medium coverage and deep moisturizing effect for the skin. The silky oil texture can be absorbed by the skin within 10 seconds and creates a velvety finish. 

Ethics and Environment

Mintel data shows that in South Korea, nine in 10 companies have seen an increase in sales after receiving environmental certification, and nine in 10 of Chinese consumers agree that “spreading positive energy for society is a responsibility”. Brand owners can actively promote environmental protection innovation in packaging, and even embody the concept of “purity” in a multi-dimensional way.

State of the Art

The world’s first commercial brand to use LUMERA3.3, a skin-beautifying ingredient extracted using “Seaweed Lactic Acid Bacteria Fermentation SW Process”. The concept behind the process is profoundly sustainable. One is the use of waste resources—abandoned cultured seaweed caused by environmental changes; the other is to solve regional economic problems and protect the marine ecosystem. 

Distillery Skin Care Set

A multi-dimensional expression of “purity”. The water-free formula (7 out of the 9 SKUs) come in recyclable glass packaging. Makeup products come in paper packaging without mirrors, and although lip and mascara products still use some plastic for safety and portability reasons, the goal is to be 100% recyclable by 2025.

Laurie Du
Laurie Du

Laurie is Mintel’s Senior Beauty Analyst based in Shanghai. She provides insights on the Chinese beauty market, consumer behavioural trends and new product development.

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