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‘Zoom face,’ TikTok hacks and DIY self-care: 2020’s biggest beauty trends


Written by Marianna Cerini, CNN

In a 12 months that many people spent indoors or hidden behind a masks, the way in which we take into consideration beauty has modified extra profoundly than, maybe, at another time in residing reminiscence.

The pandemic posed loads of new and surprising 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 turn out to be one of many 12 months’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 will depend upon which metric you are ). However 2020 has additionally reminded us what magnificence is de facto 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 12 months that was.

DIY magnificence

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 as a result of pandemic, our grooming behaviors did not merely loosen up — they grew to become extra ingenious.

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

One of many pandemic’s largest on-line magnificence traits, “Quarantine nails,” noticed folks posting their creative attempts at nail art, from rainbow manicures (also referred to as Skittles nails) to pastel gradients with formed almond suggestions. Lockdown additionally heralded the return of the buzzcut (see high), with males, ladies and celebrities reaching for the clippers to shave their locks.

Evidently, many of those efforts (and generally horrible outcomes) had been documented on Twitter and Instagram. TikTok additionally grew to become a well-liked 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 a daily bar of cleaning soap.

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


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 Trend 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 getting into the mainstream (effectively, in most locations), the way in which we use make-up has modified drastically. One main development? An uptick in merchandise like eye shadows, forehead pencils and mascaras.

In studying how you can smile with our eyes, or “smize,” we turned to daring coloration 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 big Alibaba reported that the time period “masks make-up appears to be like” started trending on social media in early 2020.

If nothing else, studying how you can 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 coated in plastic to stop 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 intense 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 may see us smile anyway?

Within the US, lipstick gross sales noticed a much bigger drop than another 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 clarify 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 serious leap ahead in 2020.

In July, YouTuber and influencer Patrick Starrr launched his long-awaited model One/Dimension, a genderless product vary that features the whole lot from eye shadow to make-up wipes. That very same month, MAC Cosmetics announced Lay Zhang, member of South Korean-Chinese language boyband Exo, as its new world ambassador.
Extra manufacturers have adopted swimsuit. Shiseido named trans mannequin and actor Hunter Schafer (of HBO’s “Euphoria”) one in all its global makeup ambassadors, whereas Ben Gorham of perfume model Byredo joined forces with progressive 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 be being marketed as gender-neutral.

Then there are all of the smaller firms which have helped form the gender-fluid magnificence house this 12 months, not solely by way of merchandise, but in addition casting, promoting and branding. Amongst them had been Non Gender Particular (NGS), whose new face cream has proved extremely standard; Ok-beauty impressed line Panacea, which describes itself as ‘gender-agnostic’ and has been a success amongst magnificence fanatics in lockdown; and Glossier, whose packaging and advertising and marketing have turn out to be decidedly extra pared down and inclusive.

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 12 months.

It started trending on social media again in April, and continued rising in recognition till August, when folks 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, folks of Asian origin — was not cool, however quite a obtrusive case of cultural appropriation.


To many Asian People specifically, the “migraine pose” usually used within the accompanying social media these footage (whereby one or two palms had been used to drag the eyes up by the temples to magnify the impact), felt far too much like racist gestures used to denigrate them previously.

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 12 months: “It is a new development that brings out outdated stereotypes and outdated taunts. As a result of it makes folks like me really feel uncomfortable and (to) some extent irritated, it is time to speak about it.”

Going through criticism, various 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 carrying PPE amid the Covid-19 pandemic throughout a medical demonstration on Could 11, 2020 in Sant Cugat, Spain. Credit score: Miquel Benitez/Getty Photographs

When beauty clinics reopened within the US in summer time, various surgeons reported greater demand for Botox, fillers and varied different cosmetic surgery procedures. A examine of Google information, revealed within the Aesthetic Plastic Surgical procedure journal, discovered that — after an preliminary drop in curiosity in March and April — the quantity of searches for a wide range of beauty procedures was higher 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 nearly two-thirds of the clinics it surveyed had skilled an increase in virtual consultations.

There are numerous the explanation why curiosity in beauty procedures might have boomed: extra downtime to get well at dwelling, masks serving to to cover the quick indicators of remedies and, in fact, Zoom.

Pressured to maneuver our skilled and private lives onto the video platform, many people grew to become extra conscious — and generally insecure — about our appearances. Dr. Sheila Nazarian, star of Netflix’s “Skin Decision,” instructed CNN Fashion in August that when her Beverly Hills clinic reopened after lockdown “numerous folks got here to get decrease face work … as a result of, with Zoom, the digicam factors up from beneath.”

The “Zoom impact” (or “Zoom growth”) 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.


“Individuals began desirous about doing issues that will 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 many who have been within the leisure enterprise lengthy sufficient.


However stars’ skincare and make-up ranges at the moment are more and more values-driven, whether or not that is in regards to the substances 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 12 months 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 Skin. Selena Gomez additionally launched a brand new perfume, make-up and wonder line known 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,” announced 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 somewhat 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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