Talking heads...with Daniella Lee
The highs and lows of beauty during the pandemic
Coronavirus has changed the face of beauty as we know it. With the government’s poor decision to postpone the opening of beauty salons for longer than any other sector, the change in consumer buying habits and the wider economic crisis – beauty has had to think fast about how it stays afloat.
Aside from beauty’s contribution to the economy (in 2018 contributing £28.4 million!), the industry has always been incredibly supportive of, predominantly female, entrepreneurs. It’s a powerhouse sector and a force to be reckoned with. Some of the below brands and bodies have shown that the combination of collective female activism and entrepreneurial spirit can prove to our misguided government that beauty really is booming!
FaceGym: Capturing every sense of the phrase ‘entrepreneurial spirit’ this female founded brand came to fame by pioneering the face workout. Founder, Inge Theron, adapted fast to the pandemic and launched FaceGym PT – an opportunity for existing clients and new customers to pay for a service that takes place on Zoom. The brand’s beauty therapists, known as ‘trainers,’ join a client for a 45-minute session that guides them through facial workout moves at home with incredible results. Now that the studios are open again, the brand will continue to offer its digital offerings.
Dermalogica Clean Touch: The leading skincare brand whose majority business share is within the professional space, worked quickly to create an educational module to provide beauty professionals with the knowledge they need to re-open safely and hygienically. It means that salons that are now open, feel safe in doing so after months of being closed and encourages clients back through the door with the security that these professionals are taking the relative steps to keep them safe. Brand founder, Jane Wurwand, quickly communicated to her tribe of beauty professionals that the pandemic shouldn’t be seen as a hinderance – but as a chance to grow. We love that kind of attitude!
Beauty Backed: Queen of beauty, Caroline Hirons, worked her influential magic by launching a campaign to support the Hair & Beauty Charity. The charity has been offering financial support to individuals in the beauty industry and their families facing difficult times due to unforeseen circumstances since 1853. The pandemic meant that the charity wasn’t able to fundraise and with even more demand from small businesses feeling the effect of COVID-19, support was needed more than ever. To date, she’s helped raised £341,040 which will help support all of those who need it most.
Il Makiage: This tech-first beauty brand is really leading the way by showing us what the future of beauty will look like – in fact, they’re already living in the future. As part of its tech-first approach, Il Makiage established a unique algorithm which utilises machine learning to precisely match beauty complexion products. without ever seeing the consumer’s face. Intelligent techies and engineering teams (not the type you would think reside in beauty!) have combined the results of hundreds of thousands of data points and information on 700 different skin tone combinations to create this technology. As the pandemic amplified the need for direct to consumer brands, it’s a forward-thinking approach like this that kept their business booming.
What’s in store for the future? As brands adapt to this ‘new world’ we’re excited to see the innovations that continue within this thriving and ambitious sector. We’re clear that it will be those that adapt to a new tech cantered world that will be the ones to thrive – we’ll be seeing more virtual appointments, smart AI to make the virtual shopping experience easier and a deeper understanding of wellness as we all start to think more about our health. Join us next time as we take a look at what the future of beauty might look like…