While nearly all industries were impacted by the pandemic, one that’s often overlooked is the wide world of beauty. In the blink of an eye, many professionals went from rocking a daily glam look to rolling out of bed and dialing into a Zoom meeting, makeup-free. This resulted in fewer people rushing to stock up on products and a significant shift in makeup artists’ bookings. As with everything, though, new trends emerged based on current events. In fact, a report from Nosto found that 33 percent of people spend more time applying eye make-up when they’re going to be wearing a mask, while 40 percent put on make-up if they know they will be on a video call, and 34 percent spend more time on their skincare thanks to mask-wearing, too.
Here, we spoke to makeup artists to discuss how the pandemic impacted current beauty trends:
New attention to personal skincare
Generally speaking, most people are wearing less makeup than they did before — and for good reason. We’re no longer attending one happy hour after another, we have few brunch dates with pals, and work meetings are reserved for the digital sphere and not the boardroom. We’ve had an opportunity to really focus on our skincare habits, according to beauty expert Savannah St. Jean.
After all, ‘maskne’ was a real threat at the start of quarantine, and it led many to focus on giving their skin the TLC it needs. “We don’t feel the need to put much foundation and concealer on the areas of our face that will be covered with a mask, and we can focus on skincare to enhance and show off that fresh, healthy skin we work so hard to maintain,” she explains.
To get a dewy, fresh appearance, St. Jean recommends paying attention to your skin’s needs and investing in a skincare regime, in addition to regular visits to a trusted dermatologist or aesthetician who can assess your conditions.
The brows have it
Now, only half your face is showing most of the time, which has made your brows the star of the show, according to makeup artist and beauty educator Alexandra Dale. To achieve better balance while wearing a mask, she suggests adding a crisp, more-defined line to the arch and tail of your brow. “Makeup wearers who just pull tinted brow gel through their brows or slap on a bit of brow powder should up their game and add a little more structure to their eyebrows,” she explains. “You can use a brow pen or a sculpting brow pencil to give more oomph to the shape of their eyebrows.”
An uptick in eyelash extension interest
Much like brows, eyelashes are becoming more of a priority during the pandemic, too. While St. Jean says they’ve been popular for a while, she’s seen a surge in interest since our eyes play a larger role than ever. “Our eyes are now one of the key features left for us to work with when it comes to our makeup,” she shares. “Eyelash extensions open and brighten the eyes, and give you the ability to wear even less makeup, all while looking amazing.” She recommended finding and booking an eyelash extension technician who will be able to customize your lashes for your individual eye shape. For your first session, she says it’s best to visit in person, and then ask the expert on how to do it at home if you’d like.
Splurging on mascara
With our eyes taking center stage thanks to mask-wearing and endless Zoom calls, people are paying more attention to this part of their face. And, a luxury lash definer does make a difference, Dale affirms. “It’s definitely worth it, and you’ll see the difference a designer mascara makes to the length, volume and longevity of your lashes,” she continues. “Mascara is still a go-to product to dress up your face whether you’re out-and-about wearing a mask or staying at home and socializing virtually. If you have a little cushion in your cosmetic budget, splurge on a luxury mascara.”
Men are interested in makeup, too
As Zoom has become the norm for business meetings during the pandemic, makeup has become of interest, not just for women — but for the guys, too, according to makeup artist Geoffrey Rodriguez. “More men are resorting to using concealer, tinted moisturizer, bronzer as well as a powder in order to look more camera-ready,” he explains. “Being on Zoom allows us to learn the perfect balance to achieve a realistic, professional look as we can see ourselves on camera.”
Liquid lipstick is here to stay
Charlie Riddle, the editorial director of makeup for Stila Cosmetics, says liquid lipstick has become a more popular purchase during the pandemic. How come? You can wear it in the morning for your Zoom catch-up meeting, grab a mask for your lunch-time walk, and come back, and it won’t smudge. This allows you not to worry about messing up your mask or about reapplying since most formulas long-lasting. “You can still wear a classic red for holiday or berry tones and not have to worry about it being smeared all over your must-have mandatory accessory,” he adds.
Creamy eyeshadows are a new go-to
Dale says creamy eyeshadows are a trend from the pandemic since they create a fantastic impact on our eyes with minimal effort. Dale says to think of a creamy formula as a primer and shadow in one. “This type of product can be quickly applied with fingers, to brighten up your lid or add some depth, depending on the color you use,” she explains. “Dress up your lids with a swipe of cream shadow, blending from the lash line to the crease of the eye and let dry for 30 seconds. Your cream eyeshadow will stay put all day and cover up any lid discoloration or veins, making the eye appear awake and fresh.”
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