Young consumers’ personal care and beauty routines have been greatly changed by their new normal. Quarantines, which are still in effect for the majority of young consumers, have impacted how they buy products to how much they prioritize their appearances. And while some of these changes are short-term, many will continue in the months and years ahead. For females, this means a different approach and attitude towards makeup—which is sparking major and new trends for the industry. This report explores what their beauty and personal care behavior looks like now, their plans for what comes next, and what this means for them—and brands—in the future.