The beauty industry is more than just skincare and makeup for young consumers; it’s self-care. YPulse’s beauty and personal care research found that 64% of young consumers have been maintaining their personal appearance during the pandemic as part of their self-care, and they’re taking a makeup-free, wellness approach when it comes to their routines. As brands and retailers like Sephora, Ulta, Credo, and Detox Market incorporate sexual wellness, oral care, deodorant, and more personal care items in their aisles, the beauty industry is prioritizing holistic wellness for the entire body. Canadian wellness brand Saje (which launched in 1992) has been taking a wellness approach to beauty from the very beginning with essential oil roll ons, lotions, and skin products, and notes beauty is about “helping people holistically feel better and connecting them with the healing power of plants.” Consumers are also opting for fewer brands in their life, so offering products that are made for every aspect of a person’s wellness routine can foster deeper brand loyalty. Gen Z values the efficacy of ingredients, education, and “skinimalism” when it comes to their beauty products, and they’re opting for more skincare than makeup. (Glossy, Vogue Business)
