What the post-pandemic beauty boom looks like

There’s no doubt that the personal care sector was one of the hardest hit during the Covid-19 pandemic, with loss of earnings, redundancies and increased competition from DIY treatments all having long-term effects on the beauty industry.

“Having suffered ravaging economic effects and limited government support during the pandemic, the beauty sector is only just getting back on its feet,” explains Lesley Blair MBE, CEO and chair of BABTAC (British Association of Beauty Therapy & Cosmetology). And it’s hardly plain sailing: now, of course, there’s the cost-of-living crisis to contend with, too. “Almost half of beauty businesses say they have recently been forced to cut other business costs, including wages or reducing opening hours, to afford sky-high utility bills,” she adds.

But Blair confirms that despite these limitations – which the ‘not for profit’ BABTAC is continuing to fight against – the sector is successfully adapting and evolving in myriad ways. “We're seeing rising demand, particularly in wellbeing and skincare treatments, an increase in beauty start-ups and unprecedented innovation,” Blair says. “Those businesses that can successfully capitalise on these opportunities are set for a booming period ahead, against a backdrop of greater public support and a newfound appreciation for the work we do."

This follows a staggering 7,083 new hairdressing and beauty treatment businesses launching at the height of the pandemic in 2020, likely as a result of people choosing to go self-employed or pursue their beauty 'side hustles'. “Therapists are creative by nature and during the Covid pandemic close contact services were forced to pivot and diversify their businesses,” Blair tells Bazaar. “Many salons and therapists who used to only sell products in-salon went online, while some even began making their own customised client home kits, with online skin consultations. Many continue to provide this service while some even started making their own products, remembering to follow the legal processes of decanting or producing new products.”

Now, according to a gov.uk blog,'beauty' appears in more business titles than any other word, which clearly speaks to the industry’s ever-growing demand.

One key area they're servicing is our skin, and Blair notes that following the trend for going makeup-free during lockdown, demand for all things skincare is ever increasing. According to Kline’s consulting and market research, data analysts are expecting consumer spending on in-clinic aesthetic treatments to rocket by almost 25 per cent throughout 2022, with advanced technology and equipment becoming more affordable and accessible to both salons and mobile therapists, and importantly catering to a wider diversity of skin types. “Consumers are looking for immediate results from their therapies, and also want customised packages that can combine aspects of holistic treatments with more advanced aesthetics to promote overall wellbeing as well as results-driven skincare,” Blair tells us.

Blair says she’s most excited by the research and development in tech enabling therapists to make detailed assessments of skin conditions and provide instant solutions like never before. “From the accurate skin scanners that we’re seeing on the high street, to the full skin analysis machines featuring learning algorithms to provide an even more in-depth analysis of skin type or ageing, service providers are now able to offer highly targeted and customised treatments, as well as highlight potential contra indications or skin irregularities.” Some machines now can even predict skin conditions for three-to-five years in the future, she says, thanks to the use of artificial intelligence (AI). “This allows therapists to not only provide immediate results-driven treatments, but also work up fully customised long-term skin treatment programs for their clients.”

It's no wonder forecasters have named the 'facial and skincare salon' segment as a particular area of predicted growth between now and 2030. The pandemic might have had dire economic effects overall, but beauty is bouncing back with the potential to boom like never before. 

Reference: Harper's Bazaar: Bridget March