A new look for a new world

It’s the new way to put on makeup. After years of romanticizing “no-makeup makeup,” a catch-all for products to give the illusion of a “...


It’s the new way to put on makeup.

After years of romanticizing “no-makeup makeup,” a catch-all for products to give the illusion of a “naked” (but perfect) face, people are opting for self-expression as they assess. their appearance in a largely post-containment world. . Many are back to socializing, dining, vacations, the office, events, and soon to be the holiday season, and they crave ways to express their individuality.

The pandemic is one of the few experiences that has hit people all at once on a global scale. Those who were stuck in their homes, reduced to three inches of real estate space on video calls, are now looking to identify or present themselves as special or unique. Makeup is one of the most accessible and affordable ways to do it, and it gives the opportunity, in its purest form, to be an artist with a blank canvas and a brush.

“There is a huge collision of cultural trends affecting the reinvention of makeup,” said Sam Cheow, global head of makeup innovation, portfolio and product development at Estée Lauder Companies, including blocks, social media, Gen Z, and a more discerning shopper. “People hate to be told ‘this is the trend’.”

That’s why the pandemic has sparked a renaissance in makeup when it comes to the way we apply it, the products and colors we use, and our attitudes towards beauty. Modern makeup is meant to reflect what’s going on inside; it’s not about looking sexy or not wearing it at all – it’s colorful, expressive, flawed, and meant to be seen.

According to 1010data, which analyzes consumer habits, online makeup sales in the United States (lip, eye and face categories combined) increased 29% in 2021 compared to 2019.

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Newsrust - US Top News: A new look for a new world
A new look for a new world
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