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Brief Published: 2 Jun 2020

Healthy Foodie Skincare to Thrive in Lockdown


Skincare is booming in lockdown, with 51% of US consumers planning on stocking up on the product during the coronavirus crisis (Poshly, 2020). New brand Face-Kit is banking on this as it launches into the US mid-pandemic, bringing its kitchen-cupboard beauty to DIY wellbeing warriors. 

Face-Kit debuted in May 2020 with one product: a powder-based face-mask kit, which includes a Renew Mask Powder and Aloe Water Base alongside an Instagram-friendly mask brush, mixing bowl, measuring spoon, cleansing cloth and travel bag. DIY-ers simply mix the powder with the water base and apply, allowing the product to penetrate while participating in one of the brand’s 10-minute guided meditations.

While many brands are delaying launches and pivoting product development, brand founder Elizabeth Schmidt is banking on a newfound take-control approach to skincare and DIY beauty hacks at home. “I want to have exactly what I need to make exactly what I want and be done with it. This is a hybrid between full DIY and having a bit of a DIY experience that makes it so there’s no guesswork,” Schmidt said to industry source Beauty Independent.

This deconstructed skincare will also resonate with consumers much more wary about suspect ingredients and contamination as they mix and create the product fresh at time of use in their own home. With the tagline ‘Skincare You Can Eat’, the brand is emphasising the purity of the mask’s ingredients. The powder blend contains spirulina, chlorella, parsley leaf, blue clay, zinc and butterfly pea petal, while the mixing base is aloe water.

According to Margaux Caron, global beauty analyst at market analysis company Mintel, food trends and ingredients are inspiring beauty launches. “Brands that build bridges between food supplements and topical treatments are resonating, and this has the potential to accelerate at the moment as consumers are looking deeper into immunity as well,” she said.

As we explore in Cosmetics in the Wake of Covid-19, isolated consumers are forced to recreate beauty products and services at home. Experimentation and play will grow confidence and create an uptick in DIY, at-home beauty and live streaming, which are set to have staying power beyond coronavirus. Brands nurturing these developments with products and comms will command attention and spend.