January 5, 2021

“As we head into 2021, many of the trends we saw emerge last year appear here to stay, and still others remain on the horizon, especially as the world hopefully returns to some glimmer of pre-pandemic normalcy. Beauty experts believe that 2021 will be unlike any other for the industry,” explains Gabby Shacknai in Forbes.

According to new data, the 2021 beauty consumer most wants stress-relieving skincare, more pampering treatments at home, and products that intersect both the wellness and beauty spheres.

To begin, the 2021 beauty consumer wants to use skincare products to create a calming routine that helps minimize stress.  

While many consumers let go of their normal haircare and makeup routines in 2020, skincare routines remained a constant for the majority. According to survey results, in March 2020 90% of respondents maintained their normal skin care regimen, despite the unusual circumstances. Later, in September 2020, 85% of respondents were still sticking to their skincare routine.

Why the consistency with skincare last year? Stress relief, during an extremely challenging time. 

“80% of consumers said they are trying to find activities that will lower her stress level during the pandemic as a whole, with 66% in March 2020 saying taking care of their skin and hair care needs reduced stress,” explains Global Cosmetic Industry.

The idea of skincare as an opportunity for stress relief is projected to remain strong amongst consumers in 2021. Expect skincare formulations and products that can offer relaxation (i.e. face masks), stress relief, and an elevated sense of ritual to be especially popular for tapped out consumers.

Another big beauty consumer want in 2021? Indulgent, pampering treatments that can be performed at home.

This desire is directly linked to behavior shifts in 2020, when consumers spent more time at home. With a lack of access to salons and spas, many consumers sought to replicate their favorite treatments at home.

In 2020, the popular pampering treatments at home were:

• 55% of respondents used face masks
• 50% deep conditioned their hair
• 46% enjoyed long baths
• 40% used a foot/hand-conditioning or exfoliating treatment
• 37% gave themselves DIY facials

“With little or no access to our trusted beauty experts, many people had to learn how to take care of themselves in 2020, and the at-home salon and spa show no sign of going away this year. People have mastered the art of eyebrow shaping and doing their own manicures and pedicures and cutting their own bangs, so the consumer has that confidence now, and they’re ready to start investing in skincare products, high-tech gadgets, and devices to get the best results,”  facialist Georgia Louise told Forbes.

This desire for DIY luxe treatments will continue in 2021, as consumer continue to seek out spa-like experiences from their homes.

Finally, experts predict the 2021 beauty consumer to be increasingly interested in beauty products that also offer wellness benefits, like better sleep or immune system support.

“2021 is definitely going to be an even bigger moment for really solidifying wellness’ space within the beauty industry,” Trinity Mouzon Wofford, co-founder and CEO of Golde, told Glossy. 

To this extent, beauty consumers will seek out products like:

• Superfood enhanced formulations
• Relaxing scents 
• Beauty tools, like facial massagers or steamers
• Skincare products designed to enhance sleeping
• Prebiotic, probiotic, and postbiotic infused skincare

The beauty consumer in 2021 wants soothing skincare, more luxurious at-home treatments, and beauty products that intersect with wellness. Moving ahead, expect many key beauty trends from 2020 to hold steady with consumers in the new year.

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