Cosmotalks: Born in a pandemic – How and why some beauty brands are innovating in the face of COVID-19

The ongoing novel coronavirus (COVID-19) pandemic has halted life as we know it. With nationwide lockdowns, global business networks shuttered and consumers adjusting to working and schooling kids from home, the impact has been unprecedented.

And beauty has been hit especially hard. As an industry intrinsically linked to image and identity, the seismic shift of social contact ceasing and health and economic worries taking precedent, beauty sales have largely struggled. Though some areas like self-care and hygiene are flourishing, the rest of beauty has been forced to reassess how it can remain relevant in today’s crisis

For many, product launches have been paused and supply shortages and consumer engagement prioritised. But, for others, product development plans continue as they prepare to be born in a pandemic.