The power that beauty and personal care can play in people’s lives has been truly revealed over the past two years. The industry has seen it, consumers have felt it, and it has been an overwhelmingly positive realisation for both.
First came the contribution that simple acts of self care can bring to consumer wellbeing during stressful times: the tranquility of a relaxing bath soak or the comfort of a face mask. Now, world-weary consumers are looking for beauty that can provide joy and a sense of escape, a chance to transcend every day life – and make-up is shimmying into the centre of this shift.
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