As January rolls in, so too will the annual purge of all things enjoyable, following a gluttonous Christmas break.
Exercise becomes a top priority, new year's resolutions are adhered to with Biblical force and the inaugural separation from alcohol for 31 days and nights comes into force.
But as customers are severing their ties with the mother’s milk, the new year could see the beauty industry ramp up its relationship with booze. Alcohol is deemed the antichrist for skin, hair and teeth. The dehydrating liver poison contributes towards ageing skin, brittle hair and outbreaks – but that has not stopped cosmetics brands from turning to this enemy of the people for product inspiration.
Booze-inspired beauty has been adopted for dozens of launches across fragrance, skin care and even sexual wellness. Wine-stained lips has even become a fashion statement, thanks to the rising trend from TikTokers.
The age-old tale, meanwhile, that beer is good for the hair has influenced some beauty brands to use it as the main ingredient of their products. Gen Z-focused hair care brand
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