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  • Writer's pictureCharlotte White


As the world enters the third (yes, THIRD) year of the pandemic, consumers have grown accustomed to fast, low-maintenance looks, and techniques adopted during Covid-19. It seems our penchant for stripped-back, easy to apply, multitasking products isn’t going anywhere anytime soon, with our desire for a healthy ‘no makeup, makeup’ look top of the agenda.

Centred around smart new beauty hacks that deliver maximum results with minimal effort, cost, and commitment, this two-minute makeup bag combines elements of two of the biggest beauty trends for this year: beauty snacking and skinimalism.

The Post-Pandemic Beauty Shopper:

As beauty consumers continue to reassess their priorities, brands and retailers must empower these newly confident and self-sufficient shoppers to make smart decisions for their pockets and the planet. However, with the appetite for travel post-pandemic will see a huge rise in demand for portable, on the go products. These ‘snackable’ items will be crucial to brand and retailer success, along with well-edited, multifunctional essentials that allow people to touch-up on the go and travel light.

Multifunctional Beauty In Action:

The buzzword on everyone’s lips at the moment? Stackable. Trinny Woodall was well and truly ahead of the game with her stackable line (Trinny London) back in 2017 and others have been scrambling to catch up. Offering fun and functionality, Morphe’s Quad Goals Multi-Palettes are joyous little stacks delivering four looks in one with a shimmer, cream blush, lip tint and sparkle pigment. The focus on smaller, everyday journeys has been snapped up by e.l.f’s collaboration with OUAI founder Jen Atkin, is a portable makeup collection for busy people who often apply makeup in the car.

The bottom line?

As our behavioural mindsets shift throughout the pandemic, whether in terms of travelling expectation or hybrid working, products that allow us to customise our own on-the-go makeup choices will well and truly have the edge. If you have your own new launch coming up and need someone to help ensure it hits the right note, get in touch…

Until next time,

Charlotte x

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