People always want to shine and glow – even through a pandemic. But many are tossing the lipgloss for the new DIY face mask they saw Kendall Jenner use. COVID was a catalyst changing the way beauty looks.

Even before the start of quarantine, makeup was becoming more subdued. No longer was that “Instagram highlight” shining to the trend gods every day. People opted for more of an internal glow. When the pandemic hit, people simply put less effort into their Zoom look. Masks cover half the face, which had a lot of people resorting to minimal makeup – if any.

Skincare was the only constant in most lives – mine included. 80% haven’t changed their routine. But, some have had to pivot to treat their ‘maskne.’ Dr. Jart+ and Peach & Lily immediately reacted by offering a specific line of maskne essentials. L’Oréal reported a significant rise in demand for products like cleansers and sheet masks.

People are looking to Benjamin Button their way through quarantine to come out with baby-smooth skin. Capitalizing on this trend can be done through a skinfluencer. Many consumers, including me, turn to skinfluencers who can break down the ingredients list. When collaborating with these types of influencers, allow them to share their honest opinion. Being able to share what they like but also what can be improved will feel more authentic to their audience. This can allow your brand to reach a very loyal audience.