Beauty sales are down, but young shoppers are keeping the industry afloat by investing in skincare products. 

Beauty sales are down, but young shoppers are keeping the industry afloat by investing in skincare products. YPulse found that 66% of 13-39-year-old females have been wearing less makeup since COVID began. And with most people wearing masks to cover their mouths, lipstick sales have declined. According to NPD, sales of beauty products have been down 25% in the last six months, while sales for prestige brands sold at Sephora and department stores have dropped 37%. However, it’s pushed other items to the front of young shoppers’ minds and faces. Hair dye, fake eyelashes, “sexy” hand sanitizers, stick-on nail polish, and $300 gadgets that “zap [their] face with electrical microcurrents” to scrape pores are just some of the things they’re purchasing instead. Products like GloPro and NuFace have seen “triple-digit sales” since the outbreak began. Beauty brands like Becca have been launching products like “no pigment virtual foundation” to appeal to the skincare crowd and those suffering from “maskne.” (Vox)