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Post-pandemic consumers are concerned about health, immunity and wider wellness which will translate into an uptick in beauty products that offer mindful and relaxing rituals to bookend days, says the director of beauty at WGSN. The ongoing coronavirus (COVID-19) pandemic has undoubtedly shaped the way consumers engage with beauty​, impacting purchasing habits, product priorities and usage trends. And as health – physical and mental – became front-and-centre for many, wellness had taken on a new life of its own in the beauty space. “Wellness is a major concern for many beauty consumers. Post-pandemic, consumers are concerned about their own health, immunity and want to manage their lifestyles to maximise their wellbeing,”​ said Jenni Middleton, director of beauty at trend forecasting firm WGSN.

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