Let’s be honest. Whether you’re looking at your business or your everyday routines, almost everything in our lives has changed in some way as a result of the pandemic. We’re working, cooking and on-line shopping more than ever and most of us are consuming way more television and social media than we ever have. Psst I’ve got one word for you ladies: Bridgerton. If you haven’t watched it yet, you’re welcome.
While some industries have been significantly affected by the pandemic (think travel, restaurants and hospitality), beauty and wellness are seeing some nice upticks. In fact, the pandemic has only accelerated some of the prominent trends we’ve been seeing in these categories and that’s not just good news for beauty and wellness brands – it’s good for all of us because we’re seeing more product innovation than ever and e-commerce and direct to consumer (DTC) channels are now getting these products to market and in our hands faster than ever. As the saying goes, “necessity is the mother of invention.” Well, here are some beautiful trends we saw emerge in 2020 and that we can look forward to seeing a lot more of in the year ahead.
Self-Care Spas @ Home:
Self-care became THE pandemic essential in 2020 as we all looked for ways to alleviate stress, combat Zoom fatigue and find some much-needed alone time by loading up on products that helped us create a spa environment at home. According to NPD, the top market share gainers for the year touched on all beauty categories, including hair treatments and masks; fragrance candles; face exfoliators; body creams/lotions, cleansers, and oils; and nail care. And for those of us that could afford some permanent indulgence at home, the installation of in-ground pools; outdoor private saunas and Zen gardens were at all time highs as consumers opted to turn their backyards into private spa getaways.
DIY Hair & Nail Care:
One of the many activities the pandemic quickly curtailed were regular visits to the hair and nail salon … and we can expect to see that trend continue through this winter. What’s a girl to do? Many of us have taken to cutting and coloring our own hair at home. Thank you Madison Reed. The sales numbers prove this out too. According to NPD, sales of haircare products grew 7% year over year, with at-home hair color and hair treatments and masks leading the sales increases. Additionally, nail care was the only segment of makeup to grow in 2020 as more consumers took nail care into their own hands last year.
E-Commerce and DTC brands Are Ruling the Category:
Within the beauty and wellness categories, e-com sales grew a whopping 46% year over year. Much of that was driven by necessity as non-essential brick and mortar stores closed their doors during quarantine. By necessity, consumers nationwide had no choice but to quickly get used to the convenience of online shopping. And despite a recession spurred by the pandemic, there were more DTC launches in the beauty and wellness category this year than ever before. DTC brands who controlled their own supply chains and had no exposure in department and specialty stores saw the biggest market share gains and clocked record profit margins during the pandemic.
Don’t Cook? No Problem. Health & Wellness Delivered to Your Doorstep
At-home meal plans and “subscription-based” wellness supplements watched sales soar in 2020 and that trend looks like it will continue well into 2021. The convenience of companies like Daily Harvest and Sakara that create menus based on your preferences and send you all the ingredients for a week’s worth of meals are having a moment. And with everyone focused on staying healthy and boosting their immunity, the sale of vitamins and supplements hit all-time highs. Brands like care/of have you take a personalized online quiz and then create your own personal daily vitamin pack with your name on it. Or check out evolution18,
the wellness collection created by makeup mogul and entrepreneur, Bobbi Brown, that has Afternoon Chocolate and Collagen vanilla powders that makes the most delicious smoothies and Apple Cider Vinegar Gummies that keeps your gut health in check.
Your All-Access Pass to Beauty and Wellness Classes @ Home
One of the silver linings to the pandemic is that we’ve never had more free access to virtual education from experts who are “best in class.” That’s definitely the case right now in beauty and wellness. If you have an Instagram account and a phone, you can perfect the smoky eye with a lesson from makeup mogul Bobbi Brown (@bobbibrowndotcom) or learn how to do the perfect high ponytail or messy bun with hair stylist to the Kardashians, Jen Atkin (@jenatkinhair). If cooking is your thing, who doesn’t love Ina Garten (@inagarten) or for a healthier version, follow nutritionist and foodie, Nicole Berrie (@bonberi).
Lynette Harrison Brubaker is the founder of LHB Group, a boutique consulting firm that orchestrates the seamless launch or reinvention of extraordinary people, products and brands. Her firm represents executives and brands in a variety of categories including beauty, wellness, fashion and food.
