How COVID Turned Small Beauty Brands Into Luxury Status Symbols

How COVID Turned Small Beauty Brands Into Luxury Status Symbols

By the time COVID-19 lockdowns began rolling out, it was abundantly clear that many facets of our regular lives had been to be reworked or modified to suit the present actuality. Those adjustments had a ripple impact, on the whole lot from what we put on in public to how we put away our groceries. It additionally modified issues for magnificence tradition on social media — to which its influencer set rapidly tailored.

In a flash, Instagram movies and TikToks of make-up tutorials for going out or creating the right “office” look had been swiftly changed with magnificence content material with a heavy “self-care” slant. Just like that, the hyper-polished, face-beat-and-filtered-for-the-gods look that dominated our feeds gave option to an rising variety of of us sporting robes and towel turbans. The Facetune-level contouring appeared to evaporate, to get replaced by clear, dewy, naked faces with nothing on them however a set of disposable Chanel eye masks strips.

In search of ways to keep up our psychological well being throughout lockdown, “self-care” grew to become extra necessary than ever. Bubble baths and selfmade banana bread reached viral standing, magnificence tutorials unveiling elaborate superstar skin-care routines racked up views, and loungewear grew to become, effectively, on a regular basis put on. Kim Kardashian, then providing underwear and shapewear from her model SKIMS, pivoted to accommodate the shift — and made a killing.

A Low-Key “Luxury”

As such, the dynamics of maintaining with the Joneses on-line took on a complete totally different that means. The collective bodily and emotional struggling made standing signaling with the same old symbols — designer outfits, pristine trip vistas, and luxurious autos — really feel grossly inappropriate. In the spirit of sink or swim, influencers had no alternative however to embrace the second: self-care selfies. They turned to elevated variations of self-care merchandise — often beneath the $50 greenback mark, however all the time far pricier than what one might discover from drugstore manufacturers — to speak a extra palatable aspiration. It was a mandatory transfer, says Mariah Wellman, a social media researcher and PhD candidate on the University of Utah.

“Influencers are in a very precarious position, and COVID didn’t help matters,” says Wellman. “[But] some of the best influencers are those who are strategic in their presentation of self within online spaces. They are very good at distinguishing what needs to be shared in order to be perceived as authentic. [Throughout COVID,] the majority of influencers promoted self-care products that cost money and yes, many of their followers bought into that and purchased those items as well.”

While the FTC obliges influencers to reveal once they’re incomes cash to advertise a model with paid product placement, they typically seem to purchase into the mystique of sure merchandise the identical method we do. When Kylie Jenner was additionally seen in Harry Josh’s signature inexperienced wave-setting barrettes, regardless of her cosmetics line carrying an analogous product, it served as a testomony to their cache. Allure even documented Kaia Gerber’s selfie within the clips, which, even when they had been positioned by a hair stylist, set off a chain-like embrace of the accent.

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