This trend, dubbed purposeful beauty, is defined by the retailer as a ‘streamlined beauty routine that delivers more’.
Products that can help achieve such a routine are those that are multipurpose, effortless in terms of usability and ‘value for money and time’.
In other words, these products can be any skin care, make-up or hair care product that can address multiple concerns and needs, helping consumers build a less complicated everyday routine.
While this may seem to counter the shift towards self-care and wellness which has exploded over the past year as a consequence of the COVID-19 pandemic, Sephora believes it actually runs in parallel to the megatrend.
It noted that as consumers spend less time on mundane activities like commuting and more time prioritising self-care, they are also looking to make each step of their beauty routine count for more.
This would result in less complicated beauty routines that do not compromise on the TLC that they show their skin.
This observation is in line with the skin minimalism trend that has emerged in the wake of the global pandemic.
According to a Pinterest Predicts report published in December 2020, users have embraced their natural appearances and were now interested in looking their best effortlessly and naturally.
As such, more consumers have embraced ‘slow beauty’ and letting ‘their natural skin texture shine through’, leading them to adopt ‘effortlessly chic’ beauty routines that are simple and sustainable.
The image-sharing social media platform saw searches for face yoga exercises and instructions for getting glowing skin naturally increase four-fold over the year.
At the same time, the search term ‘natural everyday make-up’ increase 180% over the year, while interest in homemade skin care and aloe vera masks increased 110% and 115% respectively.
The Pinterest report concluded that the mammoth 12-step routines synonymous with K-beauty were a thing of the past.
Instead, its Pinners were seeking beauty brands that can help ‘streamline their regimens and discover clean products with natural ingredients’.
Sephora concurred, telling CosmeticsDesign-Asia that it anticipates that more brands will release hybrid and multipurpose products to keep up with the evolution of consumer needs and behaviours.
Sephora’s purposeful beauty picks
In terms of skin care, Sephora said beauty consumers today are looking for products that will give them the extra 10 minutes in bed, without compromising on efficacy or self-care.
Furthermore, skin care products will have to serve multiple concerns given that consumers are likely to have more than one skin concern at any given time.
It highlighted Dr. Jart+ Cicapair Re-cover SPF 40/PA++ CC Cream as an example of a multitasking skin care-makeup hybrid that reduces redness immediately while working to reduce redness in the long term.
On top of that, it is packed with moisturising ingredients like Centella Asiatica leaf extract, niacinamide and glycerin, while providing SPF40 protection from ultraviolet (UV) light.
When it comes to make-up, usability is key. Consumers are increasingly drawn towards products that are quick and effortless to apply. As such, versatility and ‘blendability’ will be key characteristics.
Consumers will look towards brands like Nudestix, known for its multitasking and portable stick products.
For instance, the brand’s Nudies Bloom All Over Dewy Colour Blush is a cream colour that can be used as a blush, lip colour and eye shadow. Furthermore, it comes in a portable stick form that has a handy brush on one end.
When it comes to hair care, Sephora noted that consumers were looking to cut in-shower time and have products that ‘double-up’ and help them get ready in mere minutes.
A great example is Virtue Labs Create 6-In-1 Styler, Sephora noted, as it is a lightweight formula that has multiple benefits such as fighting frizz, setting styles, boosting shine and building bounce.