How are beauty brands adapting to changing customer preferences post-pandemic?

Last updated :
September 27, 2023

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Survival of the Prettiest: How Beauty Brands are Evolving Post-Pandemic

Just like the chameleon adapts to its surroundings, beauty brands in India are transforming in response to a new, post-pandemic reality. But what does this metamorphosis look like? Let's unfold the story.

The Post-Pandemic Beauty Industry: A New Avatar

The COVID-19 pandemic has left an indelible mark on all aspects of life, and the beauty industry is no exception. With health and hygiene becoming paramount, the traditional paradigms of beauty are being redefined. Brands that once thrived on glamour and luxury are now finding innovative ways to cater to the "new normal".

Embracing the 'Less is More' Ethos

The pandemic has led to a shift in consumer preferences. Confined indoors, people have taken a step back from the maximalist makeup trends of the pre-pandemic era. Instead, there's been an increased focus on skin health, leading to a surge in demand for skincare products. Brands like Forest Essentials and Kama Ayurveda are cashing in on this trend with their range of natural, Ayurvedic products. As people realise that beauty is more about feeling comfortable in one's skin rather than covering it up with layers of makeup, the 'less is more' philosophy is taking root in the industry.

The Rise of 'Clean Beauty'

The pandemic has spurred a greater awareness of the ingredients in our beauty products. Consumers are becoming more discerning, seeking transparency and sustainability. This has led to the rise of 'clean beauty' - products that are free from harmful chemicals and are sustainably sourced. Brands such as Juicy Chemistry and SoulTree have built their identity around this philosophy, offering transparency about their ingredients and processes. The concept of clean beauty extends beyond product formulation, encompassing eco-friendly packaging and fair trade practices. The focus is on creating a positive impact on the planet while making consumers look and feel good.

The Digital Makeover: Beauty Brands Go Online

With brick-and-mortar stores facing restrictions and consumers hesitant about in-store shopping, beauty brands have had to rethink their strategies. They've turned to the digital world, strengthening their online presence and leveraging technology to offer seamless shopping experiences.

Virtual Try-Ons and Consultations

Virtual try-ons have become the new dressing room for beauty enthusiasts. Brands like Maybelline and Lakme have incorporated AR technology for virtual try-ons, enabling customers to test products without leaving their homes. Similarly, online consultations with dermatologists and beauty experts are now common. These experts provide tailored advice based on individual skin types and concerns, bridging the gap between physical consultations and the digital world.

Personalized Skincare Routines

The pandemic has given rise to the trend of personalized skincare. Brands are now offering products tailored to the specific needs of their customers. Using artificial intelligence, they're able to recommend skincare routines based on factors like skin type, lifestyle, and environmental conditions. This level of personalization helps customers feel more connected to the brand and ensures they get the most suitable products for their skin.

A Future-Ready Approach

As the world gradually moves towards normalcy, beauty brands must continue to innovate and adapt. The shift towards a more conscious, health-centric approach to beauty is expected to persist. This means more clean beauty products, personalized skincare routines, and a continued focus on skin health over makeup.

Moreover, the digital evolution of the beauty industry is far from over. The integration of technology will become more deeply ingrained in the industry. From AI-powered skin analysis tools to VR-based virtual shopping experiences, technology will continue to play a pivotal role in the post-pandemic beauty landscape.

But perhaps the most significant change will be in how brands communicate with their customers. Brands will need to foster genuine connections, showcasing authenticity and transparency in their operations. This includes ethical sourcing of ingredients, sustainable practices, and a commitment to social causes. Beauty brands of the future will be those that not only make their customers look good but also make them feel good about their choices.


The beauty industry is undergoing a metamorphosis, driven by the changes brought about by the pandemic. As we move forward, it will be interesting to see how these trends evolve and shape the future of the beauty landscape. One thing's for sure - the beauty brands of tomorrow will be those that listen to their customers, adapt to their changing preferences, and stay committed to creating a positive impact.

What are your thoughts on these changes? Have you noticed any other trends in the beauty industry? Share your thoughts with us and don't forget to share this article with your friends!

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