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

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Written by Marianna Cerini, CNN

In a yr that many people spent indoors or hidden behind a masks, the best way we take into consideration beauty has modified extra profoundly than, maybe, at some other time in dwelling reminiscence.

The pandemic posed loads of new and sudden challenges for the image-conscious, from shuttered salons to the scourge of “maskne.” Yet 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 change into one of many yr’s necessities?

Hardships skilled all over the world 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 may increasingly rely upon which metric you are ). But 2020 has additionally reminded us what beauty 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 Style’s most notable beauty trends from the yr that was.

Table of Contents

DIY beauty

The buzzcut made a comeback in 2020, but has been worn in decades past. Here's a throwback to Brad Pitt sporting one back in 2004 in New York City.

The buzzcut made a comeback in 2020, however has been worn in a long time previous. Here’s a throwback to Brad Pitt sporting one again in 2004 in New York City. Credit: Mark Mainz/Getty Images

As barbershops, hair salons, nail salons and beauty parlors shuttered as a result of pandemic, our grooming behaviors did not merely calm down — they grew to become extra ingenious.

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

One of the pandemic’s biggest on-line beauty trends, “Quarantine nails,” noticed individuals posting their inventive makes an attempt at nail artwork, from rainbow manicures (often known as Skittles nails) to pastel gradients with formed almond suggestions. Lockdown additionally heralded the return of the buzzcut (see high), with males, girls and celebrities reaching for the clippers to shave their locks.

Needless to say, many of those efforts (and typically horrible outcomes) have been documented on Twitter and Instagram. TikTookay additionally grew to become a well-liked vacation spot for trending beauty merchandise, parodies, tutorials and hacks.

There, we witnessed the start 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 an everyday bar of cleaning soap.

But with institutions now reopened in nations all over the world, 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 Fashion Week attendee wears daring eye make-up and a face masks on the Kenzo Spring-Summer present on September 30, 2020. Credit: Edward Berthelot/Getty Images

With masks coming into the mainstream (nicely, in most locations), the best way we use make-up has modified drastically. One main pattern? An uptick in merchandise like eye shadows, forehead pencils and mascaras.

In studying tips on how to smile with our eyes, or “smize,” we turned to daring colour palettes, smoky purple eye shadow, floating eyeliners, assertion brows, spider lashes and the warmest of highlighters to precise ourselves creatively (or glam up even when there was nowhere to go).

Sales of eye make-up have soared through the pandemic. In the UK alone, eye shadow’s share of the “prestige” beauty market grew from 22% to 25% throughout lockdown, in keeping 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 “mask makeup looks” started trending on social media in early 2020.

If nothing else, studying tips on how to 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 lined in plastic to forestall use at an Ulta beauty retailer in Chicago, Illinois on November 19, 2020. Credit: Charles Rex Arbogast/AP

Lipstick, alternatively, had a reasonably poor 2020. Often 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 trouble, when nobody may see us smile anyway?

In the US, lipstick gross sales noticed a much bigger drop than some other kind of beauty, in keeping with consulting agency McKinsey, with Amazon seeing a 15% decline in gross sales (in contrast with a 5% enhance for eye cosmetics). In the 4 weeks main as much as April 11, lipstick costs on the platform additionally fell by 28% — the steepest dip of any beauty 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 elucidate why, even in instances of turmoil and financial uncertainty, we nonetheless search small luxuries in our each day lives.

Beauty goes genderless

It is probably not a wholly new pattern, however genderless beauty took a significant leap ahead in 2020.

In July, YouTuber and influencer Patrick Starrr launched his long-awaited model One/Size, a genderless product vary that features every little thing from eye shadow to make-up wipes. That identical month, MAC Cosmetics introduced Lay Zhang, member of South Korean-Chinese boyband Exo, as its new international ambassador.

More manufacturers have adopted swimsuit. Shiseido named trans mannequin and actor Hunter Schafer (of HBO’s “Euphoria”) one in every of its international make-up ambassadors, whereas Ben Gorham of perfume model Byredo joined forces with modern make-up artist Isamaya Ffrench to launch Byredo Makeup, 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 beauty area this yr, not solely when it comes to merchandise, but additionally casting, promoting and branding. Among them have been Non Gender Specific (NGS), whose new face cream has proved extremely widespread; Ok-beauty impressed line Panacea, which describes itself as ‘gender-agnostic’ and has been a success amongst beauty lovers in lockdown; and Glossier, whose packaging and advertising and marketing have change into decidedly extra pared down and inclusive.

The ‘fox eye’ pattern stirs criticism

The “fox eye” make-up pattern. Credit: From Instagram

The “fox eye” was maybe probably the most regrettable “beauty” fad of this lengthy, bizarre yr.

It started trending on social media again in April, and continued rising in reputation till August, when individuals 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, individuals of Asian origin — was not cool, however slightly a obvious case of cultural appropriation.

To many Asian Americans particularly, the “migraine pose” typically used within the accompanying social media these photos (whereby one or two fingers have been used to tug the eyes up by the temples to magnify the impact), felt far too just like racist gestures used to denigrate them up to now.

As 17-year-old Sophie Wang, who wrote in an op-ed on the subject in Stanford University’s pupil newspaper, informed CNN earlier this yr: “It’s a new trend that brings out old stereotypes and old taunts. Because it makes people like me feel uncomfortable and (to) some degree annoyed, it’s time to talk about it.”

Facing criticism, quite a few influencers who had posted “fox eye” photos, 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 scientific demonstration on May 11, 2020 in Sant Cugat, Spain. Credit: Miquel Benitez/Getty Images

When beauty clinics reopened within the US in summer season, quite a few surgeons reported larger demand for Botox, fillers and numerous different cosmetic surgery procedures. A research of Google information, revealed within the Aesthetic Plastic Surgery 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 larger 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 a rise in digital consultations.

There are many the reason why curiosity in beauty procedures might have boomed: extra downtime to get well at dwelling, masks serving to to cover the rapid indicators of therapies and, after all, Zoom.

Forced to maneuver our skilled and private lives onto the video platform, many people grew to become extra conscious — and typically insecure — about our appearances. Dr. Sheila Nazarian, star of Netflix’s “Skin Decision,” informed CNN Style in August that when her Beverly Hills clinic reopened after lockdown “lots of people came to get lower face work … because, with Zoom, the camera points up from below.”

The “Zoom effect” (or “Zoom boom”) noticed rising demand for neck liposuctions, decrease facial tightening facelifts and under-eye fillers, Nazarian mentioned — but additionally tummy tucks, breast lifts and extra.

“People started thinking about doing things that would make them feel good in the long-term,” she added.

Celebrity beauty ranges drop the ego

A product shot from the Rare Beauty line. Credit: From Rare Beauty

Celebrity beauty traces are nothing new. They’re nearly obligatory for individuals who have been within the leisure enterprise lengthy sufficient.

But 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 variety of who they cater to. And with Covid-19 making in-person promotion and in-store unveilings virtually unattainable, 2020 felt just like the yr when marketeers began focusing not solely on the celebs, but additionally what they stand for.

In July, Rihanna introduced that Fenty Beauty was branching out into skincare with gender-inclusive Fenty Skin. Selena Gomez additionally launched a brand new perfume, make-up and beauty line referred to as Rare Beauty, which is vegan-friendly, cruelty-free and designed with Gen-Zers in thoughts. And Issa Rae, the creator and star of “Insecure,” introduced that she had purchased Sienna Naturals, a hair-care line for textured hair.

Rather than plastering their respective star’s faces throughout the branding, these new traces supply one thing just a little extra significant. Long gone are the times of eponymous beauty merchandise promising a shot at being as glamorous as their creators.

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