Paola Gugliotta, Master in Dermocosmetics and founder of Sepai and APoEM, reveals to us what the immediate future of the cosmetics and beauty industry and cosmetic habits will be like after COVID-19.


The end of dispensers

The progress made in some sectors will take a step backward, such as the hotel industry, which was starting to change the travel-size in bathrooms to shampoo, gel, or cream dispensers. After COVID-19, it is understandable to assume that no consumer will want to share these products with previous guests.

Back to plastic

The environment will be left in the background and safety will be the priority. The oceans will fill with gloves, masks, and single-dose sachets! European regulations on disposing of one-use plastics may be questioned. This is because few alternative materials offer the possibility of single-dose packaging and these will also have to replace the testers that we find in cosmetic stores, the dispensers in public toilets, etc. We would have to find a way to adopt automatic dispensers that do not require contact.

Goodbye, makeup testers

No, we will not try on makeup again at the stands of cosmetic firms. Or at least, not like we used to. Using non-sterile brushes to test a blush or eyeshadow or to try a lipstick on the back of the hand are habits we will hardly go back to. Treatment product testers should be replaced by single-dose, and attempts should be made to make them ecologic. However, this last point would mean a huge financial investment.

To the esthetician, with discretion

Although the strictest safety and hygiene measures are being taken, there will be treatments that we will be more afraid to access, such as body scrubs, treatments with reusable heads or even relaxing massages. In some people, the fear of contagion will last a long time and they will prefer to avoid this type of contact.

Cleansers and moisturizers: the new best sellers

The skin will suffer more due to constant cleaning, not only of the hands but also of the face, which we will clean every time we return from the street, as well as in the morning and at night. More products with bactericides will be chosen, capable of ensuring complete extermination of germs, and this will make the skin change and become dry more easily. For this reason, the consumption of hydrating and relipidizing products will also increase. Thus, we can expect dry skin to be more common than oily skin.

Soothing cosmetics: the new “must-have”

Reactions, cases of sensitive skin, redness, and allergies will increase. The expected trend is for sensitive skin to proliferate as a result of the use of masks because of COVID-19. These generate a favorable microclimate for bacterial proliferation that can cause alterations and imbalances of the skin microbiota. At the same time, they can cause inflammation of the capillaries and sensitivity. The skin sweats more in that area and the pores will also suffer. Our skin will begin to demand treatments that they did not need before.


Cleansers’ prices will increase

With the increased awareness of the need to thoroughly clean the skin of the body and face, we will begin to give more value to these products, thereby increasing demand. In response to the natural law of the market, cleansers’ prices will increase. This category will specialize with claims geared to the needs created by the pandemic.

Distanced personalized service

If before we asked ourselves, why call the store to order some products instead of going to look for them? Now we will ask ourselves, why go when you can call? Small businesses will survive if they succeed in reinventing their vendors and counselors to become call center specialists who can meet each consumer’s needs through video calls. There will be less flow of people in the stores and more telephone and online sales.