How the Beauty Industry Is Responding to Covid-19

Like many other industries, the beauty world has been hugely affected by the coronavirus pandemic.

Now, the industry is doing all it can through e-commerce to combat the loss of brick-and-mortar sales. Fortunately, many beauty brands have already invested in online operations, and some of the biggest names in beauty use a direct-to-consumer business model. But will it be enough? Here’s a look at how the beauty industry is responding.

Virtual consultations

And while health and beauty are one of the fastest-growing e-commerce categories, the absence of physical retail stores is bound to heavily impact even multi-channel brands.

Since the coronavirus outbreak, beauty brands have been looking for ways to maintain this type of in-person customer engagement, with digital technology enabling them to transfer consultations online.

For example, skincare brand Kiehl’s is set to launch virtual consultations to guide users on the products that are best-suited to their needs. Glossier is another brand that has already ramped up online tutorials․ Elsewhere, London skincare clinic, Pfeffer Sal (which also produces its own range of products) is now offering consumers an ‘online skin MOT’ with a digital therapist. It has also launched ‘at-home facial kits’ to enable consumers to recreate professional-level skincare themselves.

We are also starting to see the beauty industry serve consumers who are unable to maintain their regular routines, but who usually rely on upkeep and regular services, such as hair dyes, manicures, or hair removal. Hair brand Bleach London, for example, has launched the ‘Bleach Hair Party’ platform on its website, which is essentially a digital salon that enables customers to pick out and buy the correct hair color, as well as an online guide to help them do it at home.