Pandemic Beauty Trends
The lipstick index is a theory that suggests that even in times of crisis lipstick continues to sell. The theory actually says lipstick sales increase, but this wasn’t the case in 2020. Perhaps it’s due to masks potentially smudging lipstick, no one wants their red lipstick smudged, or the fact that people are leaving their homes less often. However, there are some beauty products that have seen increases in sales during the pandemic.
DIY Products and Tools
Though more and more beauty service providers are welcoming customers back for beauty services again, it was a pretty long stretch of time when they could not see their clients. Many people eventually turned to DIY products and tools to attempt to replicate the services they typically pay someone else to do for them, like the Retinol + C Smoothing Peel in a Box I recently tried and reviewed.
Nail Polish and Press-On Nails
One of the service providers many people missed, because they typically go to see them every other week or so, is the nail tech! With no way to get a professional manicure and pedicure, many began doing their own nails. So, it’s no surprise that 2020 has seen a spike in sales for nail polish. There are quite a few black-owned nail polish brands, including Triple O Polish, Pear Nova, People of Color, and Mischo Beauty. People aren’t just buying nail polish; more people are buying press-on nails too! The Sassy Nails Studio and Léluxx Beauty are two black-owned press-on nails brands.
Face Serums and Masks
Because so many people have not been able to see estheticians for skin treatments, the usage of face masks and face serums have been very popular during the pandemic. Vitamin C serums have been especially popular because of Vitamin C’s antioxidant, brightening, fading, and collagen production accelerating properties. Two popular black-owned vitamin C serums are Hyper Skin’s, Hyper Clear Brightening Clearing Vitamin C Serum and BeautyStat Cosmetics, Universal C Skin Refiner. Beneath Your Mask’s, Illuminate Clarifying Face Mask and Golde’s Clean Greens Face Mask are popular facial masks from black-owned beauty brands.
Eye Makeup
Lipstick and foundation sales may be on the decline, but people are still glamming up their facial features above the mask. Eye makeup sales have increased during the pandemic. People are shopping for brow pencils like Fenty Beauty’s Brow MVP Sculpting Wax Pencil & Styler, mascara like Pat McGrath Labs’ Dark Star Mascara, eyeshadow palettes like Uoma Beauty’s Black Magic Color Palette, and lashes like The Crayon Cases’ Add Lashes. All four brands are black-owned makeup brands.
The year is almost over, and it looks like many of us will be going into 2021 with glowing skin and piles of nail polish and eye makeup!
Emeka Anyanwu is an attorney and entrepreneur. She is the Founder of Aˈme-kə, an online retail space for makeup, beauty, and grooming brands founded by Black entrepreneurs. She is the 2019 recipient of the National Black MBA Association – DFW Chapter’s Empowering Visionaries Entrepreneur of the Year Award. Emeka is a graduate of Stanford University, and she also received her J.D. from The University of Texas School of Law and her M.B.A. and M.S. in Healthcare Leadership and Management from The University of Texas at Dallas.
