The natural or no-makeup look has been gaining ground for some years now.
But like conscious and clean beauty, the trend has been accelerated by the coronavirus outbreak.
Even on international catwalks, the so-called “washed face” look has supplanted the bold red lip and elaborate eye makeup.
The well-being movement, which has gained considerable traction to become a multi-billion global industry, has also been fast-tracked by the COVID-19 pandemic.
And all of the above trends dovetail with the increased emphasis on sustainability and responsible consumption, particularly among younger consumers.
The desire for healthy, clear skin has prompted higher investment in skincare by women of all ages.
In all major markets, including Australia, the US, China and Europe, skincare sales have continued to climb as colour cosmetics have flatlined.
There is currently little M&A ( mergers and acquisitions) activity in the global beauty market because of the current uncertainty.
But it is becoming very clear that natural and organic beauty will only emerge stronger.
L Catterton, the investment arm of LVMH, the world’s largest luxury goods group, for example, recently acquired a majority stake in Etvos, the Japanese natural beauty company.
With many beauty companies reducing the number of launches, Swisse, the well-known vitamins and supplements manufacturer, has re-launched its skincare business across six ranges – Glow, Nourish, Bright, Balance, Reniew and Restore.
Available in pharmacies, online and in grocery, the tailor-made formulas boost the “washed face” look for women of all ages.
Under the banner tag – Healthy Beautiful, hero ingredients include manuka honey, blood orange, argan and hemp seed.