IT'S amazing how a pandemic can become a catalyst for behavioural change, leading to a new appreciation to phrases like self-care and well-being -- physically, mentally, emotionally and spiritually.
And that 'me-first' mentality is not likely to go away anytime soon, with our main focus now being on healthy skin, maintaining skin strength and repairing our skin barrier.
Here are some skincare and beauty trends to look out for this year.
SKIN MINIMALISM
We all have been carrying this weight for too long and you can thank (or blame) Korean skincare for this. I'm talking about the double-digit skincare routine K-beauty is famous for. From multiple cleansers to layering serums, costumers are ditching this arduous routine for a more streamlined system.
Dermatologist Dr Mazlin Baseri says using too many products may also work against your skin, because you put on it more than it can handle.
"I think consumers need to be aware of this problem (of overcomplicating skincare). You need to achieve that balance for the ingredients to work, without compromising your skin," she says.
SCIENCE FIRST
According to market research company Mintel, this year, customers will demand more proof behind claims, driving the market for synthetic natural ingredients.
Its South Asia-Pacific senior beauty and personal care analyst Chan Kin Shen says as the hunger for more efficient and potent products and treatments grows, consumers will look further to find proof that their money is well-spent.
Developments from beauty brands could come from science -- the emergence of genetic sequencing and advances in diagnostics and wearable devices-- will drive this segment.
FOCUS ON BARRIER REPAIR
Gentle skincare will be the focus, as consumers emphasise on barrier repair, which is the basis of skin strength. The better your barrier repair is, the stronger your skin becomes.
Also, thanks to TikTok and other social media platforms where beauty influssencers dish out reviews of their favourite skincare, pharmacy brands like CeraVe, La Roche Posay, Eucerin and Cetaphil (most of which are made for sensitive skin), are gaining new grounds and earning themselves new fans.
REFILLABLE BEAUTY
As sustainability becomes a focal issue, beauty brands are coming up with new and creative ways to be sustainable through their products and processes.
The Body Shop Malaysia has a Refill Station in certain outlets where customers can buy refillable body washes and shampoo in aluminium bottles and come back later to have them replenished.
Local brand Tanamera also has the same initiative. Customers can bring their own containers and the refilled products will be charged by weight.
On the cosmetics front, Fenty by Rihanna has refillable lipstick called the Icon. Guerlain Rouge G does the same thing too, with a cool metal case in various patterns.
SELF-CARE FOR EVERYONE
Mintel's Chan says while the amount of time consumers have to spend on wellness is contracting, when faced with stress, they will look for ways to uplift themselves.
"The concept of community self-care will gain popularity as people recognise the importance of helping one another as a way to help everyone live better and feel better," Chan says.
Glowgear, founded by siblings Mia Samtani and Ajit Vasvani, makes beauty tools so customers can practise self-care on-demand, without having to book themselves spa or facial sessions.
Ajit says men aren't usually targeted for beauty and there seems to be a stigma around them using these products.
"We want people to see skincare as self-care - and self-care is for everyone," he says.
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