The future of beauty in a post-pandemic world

As the world recovers from the onslaught of Covid, our team of experts and scientists delve into the beauty trends that have emerged from the pandemic, take a deep dive into the data supporting them and consider the future direction for the beauty industry in a post-pandemic world.

From DIY spas and authentic ageing, to skinimalism, we reveal the beauty trends born in the pandemic that are now here to stay.*

At home sensory treatments here to stay

We saw a visible rise in at-home treatment products such as massage products, cleansers and bath additives in 2020, as a result of the social restrictions depriving us of so many sensory experiences we previously took for granted.

With salons re-opening world over, a short-term spike and ‘revenge spend’ is expected in professional treatments. But with the increase of consumer know-how, the quality of home products and with digital experimenting made easier, infusing luxury into our everyday routine is here to stay.

The end of anti-ageing

According to Avon’s research, 2 in 5 women aged 55+ don’t consider wrinkles and fine lines as one of their biggest skin insecurities anymore. In many cases the pandemic has highlighted the fragility of life and attitudes to ageing have shifted considerably. People are appreciating now more than ever that ageing is a gift, and attitudes to ageing as a beauty concern have changed accordingly.

Beauty shopping goes digital

Digital transformation is not a new concept for the beauty industry, but it has now become a priority. With 44% of women saying they find it difficult to find a colour match when buying make-up or cosmetics, app-based colour match, hair match, and foundation match services are on the rise. While the closure of stores during various lockdowns made this impossible in person, the industry has recreated this experience in a digital environment, and it seems that consumers are just as enthusiastic about experimenting and playing online as they are in person, with digital foundation-matching in particular being one to watch.  

Vibrant colour makes its comeback

Pre- and mid-pandemic a polarisation in make-up trends had been evident. With mask wearing the norm worldwide, we saw lipstick sales drop significantly in 2020, with 67% of women saying the pandemic allowed them to embrace a more natural look. However, the report provides a counterpoint too; an anticipation of the return of joy and fun in cosmetics, with the much-discussed ‘roaring 20s’ effect.

'Skinimalism’ to reign supreme

According to our report, only 10% of women now use more than five daily skincare products, with 64% of women using no more than three. Complicated skincare sequences using multiple, single-function products have been prevalent for the last decade, but a longer-term trend is on the horizon. Rather than a complex, time-consuming – not to mention costly - regime of applying a series of products, there is a return to the use of fewer, but multi-functional, products. 

Science is our saviour

With the future of the world’s health under continuing threat from Covid, the development and deployment of an effective vaccine has seen scientists emerge as the greatest heroes. The trust in scientists and researchers has risen, with 64% of the public now more likely to listen to their expert advice. 
Having seen how science delivers, and the rediscovered respect for it, we expect a boom in skincare products that demonstrate evidence-based effectiveness with science at their core. 

Want to know more? Read the full report


* All data references highlighted on this page are available in full in the report above

At home self-care treatments will remain a part of our lives, despite salons re-opening.
‘Skinimalism’ will reign supreme in skincare routines, with only 10% of women now using more than five daily skincare products
More than two thirds (64%) of the public more likely to listen to scientific advice - and they now turn to products with trusted scientific formulas


The era of anti-ageing has come to an end, with 2 in 5 women aged 55+ not considering wrinkles and fine lines as one of their skin insecurities anymore 
44% of women say they find it difficult to find a colour match when buying make-up or cosmetics 
41% of women lost confidence due to lockdown restrictions but vibrant hues in make-up will make a comeback

“We believe in the power that beauty can have on our wellbeing and our sense of selves, and the pandemic has shown that, despite all changes, beauty has an even more important role to play."


Angela Cretu, CEO, Avon