Right now I am socially distancing from everything except my skincare routine. People? No. Clothes? Whatever. Straightening iron? Don’t know her. Mascara? Probably not. But skincare? All. The. Time. I’m a beauty editor, so this is somewhat expected, but according to reports, I’m not alone. It’s no secret we’re in the throes of an economic ruination, but the data says online beauty sales are on the up and up. According to the Sydney Morning Herald, Myer said recent spending on beauty products, especially skincare, has jumped 200 per cent compared to the same period last year.
In a report published by CNN, L’Oreal online sales surged during the first quarter of this year, jumping 67 per cent in China and 53 per cent worldwide to account for nearly one fifth of group sales. What’s interesting though is the categories – skincare and hair care are responsible for majority of the increase.
It’s a phenomenon that’s being aligned to the lipstick index (where lipstick sales go up in times of recession), but the sudden increase of time spent at home means skin – unlike makeup – has become a focus for so many. Cult Australian brand Sand & Sky have recently sold out of its Emu Apple Super Bounce Mask and the Australian Pink Clay Mask. There’s been a sales increase of 600 per cent since the end of January – proof in the skincare pudding that quite a few of us are scrambling for luxury skincare picks like a face mask (while we WFH, watch Netflix, have a wine or call a friend).
Sand & Sky Australian Pink Clay Porefining Face Mask, $70. SHOP NOW
There’s still an appetite for new launches, too. Take Charlotte Tilbury’s brand new Magic Serum. The day of launch (April 9), it had a waitlist of over 8,000 people (!!!). And while it’s an iconic brand and a hyped launch, the fact is that it released with this much traction in the middle of a global pandemic and weeks out from what is likely to be a recession is no mean feat.
Charlotte’s Magic Serum Crystal Elixir, $100. SHOP NOW
So it’s not just toilet paper and tinned tomatoes the world is mad for – skincare is filling the void social distancing has left in many of us. And while it’s not a cure all, there’s nothing wrong with simultaneous masking and emailing, is there?