Why is blocking out bad news for makeup brands?

Are your makeup brushes placed at an unused corner? Is your favorite eyeshadow palette gathering dust in the drawer?There's no thirst for being fully glamorous right now - and it's having a huge impact on the beauty industry.We have already seen how this outbreak has hit fashion retailers, with many of them disappearing from our main street forever.Becca cosmetics is now the first major epidemic death toll, with an Australian company announcing it to shut down after 20 years.A statement on the website said: "At Becca, the collective challenge of Covid-19's global impact is too tragic for our business to bear, and we have to make a heartbreaking decision to shut down the Becca brand in late September. 2021 Founded by Perth-based makeup artist Rebecca Morrice Williams since 2001,

it has become extremely popular for luxury beauty with thousands of เกมสล็อตฟรี counters around the world.The company is owned by large beauty conglomerate Estee Lauder, which also owns other companies such as Bobbi Brown, MAC and Jo Malone.Over the years it has partnered with people like Chrissy Teigen, Khloe Kardashian and YouTuber Jaclyn Hill.I am very sorry for the brand and everyone who works there, ”says beauty influencer Amelia Liana.I don't think Becca will be one of the brands affected, they have strong followers, they're huge on Instagram and they're in all the major retailers," she told Radio 1 Newsbeat.Says Polly Marchant, makeup artist and beauty brand owner. "Shocked and sad It's not only small businesses that have to shut down. But also these big global brands, ”she said.I'm just guessing where they are so big and with so many amazing brand ambassadors, they're going to be fine and maybe their sales aren't as good. But nowhere is it bad enough to shut down.

'Skincare is the new makeup'

Amelia and Polly have more than a million Instagram followers between them and have noticed a huge change in the content their fans are now paying attention to.All my viewers want to see me do is my skincare routine, like my Sunday pamper routine and what I use face masks," says Amelia.Everyone was spending more time pampering themselves and skincare was quite focused - so did my audience.Brands have reimagined their plans, for example, Charlotte Tilbury has rolled out her skincare products a few months ahead and postponed beauty launches until August because she sees people really care about skincare. where"Skin care products have become the new cosmetics," adds Polly.People have time to invest in their skincare regimen now, and everyone is taking care of it more and more - luxury makeup is no longer on the list of must-buy priorities.Not only are we more together now. But when we go out, we have to wear masks for a long time, which also eliminates the need for daily makeup.

You won't have to smash two layers of foundation and a lot of skin makeup to put on a mask - all of this will come off and then there is a risk of breaking," says Polly.I'm very accustomed to minimalist makeup," says Amelia, adding that she uses smokey eyes every day. But now it comes back to look more natural.I think that look will hold a little longer.Makeup using mask and contour all over the foundation - it's so annoying!"Lipstick has always been seen as a proof of recession - it is relatively cheap to buy lipstick from a luxury brand, and in the past it was still sold in the most difficult situations.Amelia, Dior's makeup brand ambassador, said the success of the new lipstick they launched in January was "unexpected".It shows that there is definitely a demand and demand for makeup products," she says.

Polly isn't quite sure and says her own brand's sales have dropped so much that they can't afford a new collection at this time.In March, I would do a drop-up link or introduce a new product and people would think that they are very interested in buying a new product," she said.Since then it's been a lot slower and I've seen it in my own sales - people don't have the money to spend on makeup.But hopefully when everything is back to normal I will be able to bring out more products. But in the meantime, I really don't have money to invest, ”adds Polly.And with the limitations of the coronavirus set to mitigate, Amelia is hopeful that people will learn to fall in love with makeup again.I think they will definitely change the priorities leading up to summer because we are more familiar with minimalist makeup.But we hope to have a hot summer and enjoy looking glam again.