One of the most striking trends is the leap in DIY culture. Consumers have shown a strong intent to take a do-it-yourself approach in beauty and self-care. After sheltering at home for prolonged periods of time, not only have consumers become increasingly self-sufficient when it comes to their beauty routines, but it seems to have become a joyful pastime.

At-home self-care is offering consumers peace of mind when it comes to health and safety. In fact, many respondents said that although they prefer getting beauty and self-care services done professionally, they feel safer doing it themselves at home. Only a small percentage of respondents said they prefer getting it done by a professional and plan to go back to salons upon reopening.

This shift in consumer behavior presents a new opportunity for brands to cater to their new home-based needs. From DIY kits to online tutorials and at-home beauty boxes, brands should look to offer their savvy consumers the tools they need to replicate the salon experience at home.

Moreover, consumers are more health-conscious than ever. Fears of health and safety amid the pandemic have also impacted consumers’ priorities when it comes to product attributes. Consumers seem to be placing a much larger emphasis on health amid the pandemic and these numbers indicate that cleaner ingredients and healthier products are quickly becoming the minimum standard in beauty.

In conclusion, consumers are demonstrating in more ways than one that they’re reinventing their approach to beauty and self-care. Wellness is now a top priority, do-it-yourself is becoming the new norm, and clean ingredients are no longer a nice-to-have, but a must-have.