‘Zoom face,’ TikTok hacks and DIY self-care: 2020’s largest magnificence traits

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Written by Marianna Cerini, CNN

In a yr that many people spent indoors or hidden behind a masks, the best way we take into consideration magnificence has modified extra profoundly than, maybe, at some other time in dwelling reminiscence.

The pandemic posed loads of new and sudden challenges for the image-conscious, from shuttered salons to the scourge of “maskne.” But it additionally spawned ingenious new options, whether or not it was DIY skincare or YouTube make-up tutorials throughout lockdown. And who would have thought hand sanitizer would grow to be one of many yr’s necessities?

Hardships skilled world wide have put into perspective the relative significance, or not, of worrying about how we glance (although with lipstick gross sales down and searches for beauty surgical procedure up, this may occasionally rely upon which metric you are ). However 2020 has additionally reminded us what magnificence is absolutely all about: having enjoyable, feeling higher about ourselves and, due to social media, connecting with each other within the course of.

From buzzcuts to pure make-up, listed below are CNN Fashion’s most notable magnificence traits from the yr that was.

DIY magnificence

The buzzcut made a comeback in 2020, but has been worn in decades past. Here's a throwback to Brad Pitt sporting one back in 2004 in New York City.

The buzzcut made a comeback in 2020, however has been worn in a long time previous. Here is a throwback to Brad Pitt sporting one again in 2004 in New York Metropolis. Credit score: Mark Mainz/Getty Photographs

As barbershops, hair salons, nail salons and wonder parlors shuttered because of the pandemic, our grooming behaviors did not merely loosen up — they turned extra ingenious.

Taking a leaf out of our grandparents’ pure treatment books — or, extra doubtless, YouTube magnificence tutorials — we began experimenting with facial masks recipes, at-home waxes, DIY hair kinds and braids.

One of many pandemic’s largest on-line magnificence traits, “Quarantine nails,” noticed individuals posting their inventive makes an attempt at nail artwork, from rainbow manicures (often known as Skittles nails) to pastel gradients with formed almond ideas. Lockdown additionally heralded the return of the buzzcut (see high), with males, ladies and celebrities reaching for the clippers to shave their locks.

For sure, many of those efforts (and generally horrible outcomes) had been documented on Twitter and Instagram. TikTok additionally turned a preferred vacation spot for trending magnificence merchandise, parodies, tutorials and hacks.

There, we witnessed the delivery of the #SockCurls problem, which noticed customers creating ringlet curls out of their socks. There have been additionally loads of #Soapbrows, a viral hack whereby TikTokers formed their eyebrows utilizing a spoolie brush and an everyday bar of cleaning soap.

However with institutions now reopened in nations world wide, will any of our new DIY habits stick?

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The eyes have it

A Paris Fashion Week attendee wears bold eye makeup and a face mask at the Kenzo Spring-Summer show on September 30, 2020.

A Paris Vogue Week attendee wears daring eye make-up and a face masks on the Kenzo Spring-Summer season present on September 30, 2020. Credit score: Edward Berthelot/Getty Photographs

With masks coming into the mainstream (properly, in most locations), the best way we use make-up has modified drastically. One main development? An uptick in merchandise like eye shadows, forehead pencils and mascaras.

In studying the best way to smile with our eyes, or “smize,” we turned to daring shade palettes, smoky purple eye shadow, floating eyeliners, assertion brows, spider lashes and the warmest of highlighters to specific ourselves creatively (or glam up even when there was nowhere to go).
Gross sales of eye make-up have soared throughout the pandemic. Within the UK alone, eye shadow’s share of the “status” magnificence market grew from 22% to 25% throughout lockdown, in line with analysis analyst NPD Group. In China, the place the virus first hit on the finish of 2019, e-commerce large Alibaba reported that the time period “masks make-up seems” started trending on social media in early 2020.

If nothing else, studying the best way to obtain fluttering eyelashes offered us with a much-needed distraction.

Lipstick not a lot

Lipstick samples are covered in plastic to prevent use at an Ulta beauty store in Chicago, Illinois on November 19, 2020.

Lipstick samples are lined in plastic to forestall use at an Ulta magnificence retailer in Chicago, Illinois on November 19, 2020. Credit score: Charles Rex Arbogast/AP

Lipstick, then again, had a reasonably poor 2020. Typically obliged to cover the decrease half of our faces behind coverings, we ditched the brilliant colours in favor of a pure lip that would not smudge our masks, relegating lipstick to the underside of our make-up drawers. Why hassle, when nobody might see us smile anyway?

Within the US, lipstick gross sales noticed a much bigger drop than some other sort of beauty, in line with consulting agency McKinsey, with Amazon seeing a 15% decline in gross sales (in contrast with a 5% improve for eye cosmetics). Within the 4 weeks main as much as April 11, lipstick costs on the platform additionally fell by 28% — the steepest dip of any magnificence section.

Some have even declared the demise of the “Lipstick Index” — a time period, coined by Estée Lauder chairman Leonard Lauder after lipstick gross sales rose within the month after 9/11, to elucidate why, even in occasions of turmoil and financial uncertainty, we nonetheless search small luxuries in our day by day lives.

Magnificence goes genderless

It might not be a wholly new development, however genderless magnificence took a significant leap ahead in 2020.

In July, YouTuber and influencer Patrick Starrr launched his long-awaited model One/Dimension, a genderless product vary that features all the pieces from eye shadow to make-up wipes. That very same month, MAC Cosmetics introduced Lay Zhang, member of South Korean-Chinese language boyband Exo, as its new world ambassador.
Extra manufacturers have adopted go well with. Shiseido named trans mannequin and actor Hunter Schafer (of HBO’s “Euphoria”) one among its world make-up ambassadors, whereas Ben Gorham of perfume model Byredo joined forces with revolutionary make-up artist Isamaya Ffrench to launch Byredo Make-up, a gender-neutral cosmetics assortment. Pharrell Williams’ new skincare line Humanrace, launched in November, can also be being marketed as gender-neutral.

Then there are all of the smaller corporations which have helped form the gender-fluid magnificence area this yr, not solely when it comes to merchandise, but in addition casting, promoting and branding. Amongst them had been Non Gender Particular (NGS), whose new face cream has proved extremely fashionable; Okay-beauty impressed line Panacea, which describes itself as ‘gender-agnostic’ and has been successful amongst magnificence fans in lockdown; and Glossier, whose packaging and advertising have grow to be decidedly extra pared down and inclusive.

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The ‘fox eye’ development stirs criticism

The "fox eye" makeup trend.

The “fox eye” make-up development. Credit score: From Instagram

The “fox eye” was maybe probably the most regrettable “magnificence” fad of this lengthy, bizarre yr.

It started trending on social media again in April, and continued rising in reputation till August, when individuals began realizing that utilizing make-up to emulate the lifted “almond-shaped” eyes of celebrities like Kendall Jenner, Bella Hadid and Megan Fox — or, because it was identified, individuals of Asian origin — was not cool, however slightly a obvious case of cultural appropriation.

To many Asian People particularly, the “migraine pose” usually used within the accompanying social media these footage (whereby one or two arms had been used to tug the eyes up by the temples to magnify the impact), felt far too just like racist gestures used to denigrate them prior to now.

As 17-year-old Sophie Wang, who wrote in an op-ed on the subject in Stanford College’s scholar newspaper, instructed CNN earlier this yr: “It is a new development that brings out previous stereotypes and previous taunts. As a result of it makes individuals like me really feel uncomfortable and (to) some extent irritated, it is time to discuss it.”

Dealing with criticism, numerous influencers who had posted “fox eye” photographs, went on to delete them and apologize.

‘Zoom face’ and the rise of Botox

A patient receives Botox treatment while wearing PPE amid the Covid-19 pandemic during a clinical demonstration on May 11, 2020 in Sant Cugat, Spain.

A affected person receives Botox therapy whereas sporting PPE amid the Covid-19 pandemic throughout a scientific demonstration on Could 11, 2020 in Sant Cugat, Spain. Credit score: Miquel Benitez/Getty Photographs

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When beauty clinics reopened within the US in summer season, numerous surgeons reported greater demand for Botox, fillers and varied different cosmetic surgery procedures. A examine of Google knowledge, revealed within the Aesthetic Plastic Surgical procedure journal, discovered that — after an preliminary drop in curiosity in March and April — the amount of searches for a wide range of beauty procedures was greater in June and July than it had been within the months earlier than the pandemic. The American Society of Plastic Surgeons, in the meantime, reported that just about two-thirds of the clinics it surveyed had skilled a rise in digital consultations.

There are various explanation why curiosity in beauty procedures might have boomed: extra downtime to get well at residence, masks serving to to cover the speedy indicators of therapies and, after all, Zoom.

Compelled to maneuver our skilled and private lives onto the video platform, many people turned extra conscious — and generally insecure — about our appearances. Dr. Sheila Nazarian, star of Netflix’s “Pores and skin Determination,” instructed CNN Fashion in August that when her Beverly Hills clinic reopened after lockdown “a number of individuals got here to get decrease face work … as a result of, with Zoom, the digital camera factors up from under.”

The “Zoom impact” (or “Zoom increase”) noticed rising demand for neck liposuctions, decrease facial tightening facelifts and under-eye fillers, Nazarian stated — but in addition tummy tucks, breast lifts and extra.

“Folks began fascinated about doing issues that might make them really feel good within the long-term,” she added.

Superstar magnificence ranges drop the ego

A product shot from the Rare Beauty line.

A product shot from the Uncommon Magnificence line. Credit score: From Uncommon Magnificence

Superstar magnificence strains are nothing new. They’re virtually obligatory for individuals who have been within the leisure enterprise lengthy sufficient.

However stars’ skincare and make-up ranges are actually more and more values-driven, whether or not that is in regards to the components used or the range of who they cater to. And with Covid-19 making in-person promotion and in-store unveilings virtually unattainable, 2020 felt just like the yr when marketeers began focusing not solely on the celebs, but in addition what they stand for.

In July, Rihanna introduced that Fenty Magnificence was branching out into skincare with gender-inclusive Fenty Pores and skin. Selena Gomez additionally launched a brand new perfume, make-up and wonder line referred to as Uncommon Magnificence, which is vegan-friendly, cruelty-free and designed with Gen-Zers in thoughts. And Issa Rae, the creator and star of “Insecure,” introduced that she had purchased Sienna Naturals, a hair-care line for textured hair.

Fairly than plastering their respective star’s faces throughout the branding, these new strains provide one thing a bit of extra significant. Lengthy gone are the times of eponymous magnificence merchandise promising a shot at being as glamorous as their creators.



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