What’s the Post-Corona New Beauty Normal Going to Look Like?

There’s a lot of talk about ‘normal’ these days as in ‘getting back to normal’ when it’s clear that nothing is quite ever going to be the same again. (Let’s not forget that if normal was so great before then why do we find ourselves in this predicament now?) We asked a few beauty experts in our world about their predictions for both professionals and consumers.

Moving forward isn’t necessarily going to be worse for beauty ¬– despite an inevitable and uncomfortable period of adjustment – but it will certainly be different. Masks and temperature taking will become an automatic part of our lives whenever we venture out into public. And at retail, everybody agrees too that – along with salad bars, buffet brunches and splitting a desert with everyone at the table – makeup testers will be going the way of the dinosaur.

All about touchless

The one thing every one of our experts noted will be an intensified emphasis on hygiene, health and safety in every aspect of beauty from film sets to retail counters. The whole touchless phenomenon – as embodied by both Mineral Air and the Renewal Serum System by Mineral Air Skin – has reached a level of sophistication where the results aren’t just ‘as good as’ traditional hands-on application, but superior to it. More is sure to come.

All about rethinking perfection

“It’s time that we forgave ourselves for not being perfect. We’ve been holding ourselves to an impossible standard that is unkind and exhausting. I’m in the business of creating illusions – as is the digital media universe – with some of the most beautiful faces in the business and I can tell you that even they are not perfect. Ideally, makeup should enhance the beauty of your uniqueness than trying to make yourself look like everyone else.”

Nicki Ledermann
Film, fashion, beauty and celebrity makeup artist
W nickiledermann.com
IG @nickiledermann

All about negotiating the mask

“Just before the lockdown, my partner and I were in Japan where everyone was already wearing masks. We saw how they can exacerbate all kinds of skin problems like acne, whiteheads, allergic rashes, excessive dryness etc. We noticed a lot irritation around the ears too. As mask wearing becomes our new reality, we’re going to have to rethink the materials they’re made of into something skin-friendly and non-irritating as well as product regimens to treat the complexion problems they’re causing.”

Philip. B
Founder, creator of Philip B. Products International
W PhilipB.com
IG @philipb

All about getting back to beauty

“After the stay-at-home orders are lifted, clients will be back in greater numbers to improve their self-esteem by getting more treatments and purchasing more makeup. Once it’s safe to go out, people will want to show off a little and look and feel good after being cooped up for so long.”

Elizabeth Apostolou, RN, BSN
Dermatology laser and injectables specialist
AVA MD
W avamd.com

All about the eyes

“The priority has shifted to skin care while being quarantined. More and more people want beautiful skin instead of hiding it with makeup. Along with wearing less face makeup, I predict an enhanced focus on eye makeup because we now have to wear masks in public settings.”

Aleetha Clanton
Hair stylist and makeup artist
W Theglasslipperwedding.com
W aleethaclanton.com
IG @aleethaclanton

All about wash and wear hairstyles

“For safety purposes, we’re not going to be able to do blowouts (which can circulate viral particles) in the salon anymore which means that easy to care for, air-dry cuts will be popular. Let’s become friends our natural hair texture, whatever that may be, and have haircuts that work with it rather than against it. For wavy or curly hair this means shags, for super straight hair a one-length bob, for frizzy I’m liking something pixie-ish.”

Elle Hopperstedt
Master Hair Stylist and Colorist
Planet Salon
W planetsalon.com
IG @dome_improvement

What’s the difference?

Mineral Air offers two device-plus-formula categories, one for makeup, the other for skincare. Mineral Air original (MA) includes its AirMist Device, an easy to use, everyday consumer tool that rivals professional airbrushing in its cosmetic application of our eponymous foundation, blush, or bronzer. Mineral Air Skin (MAS) features the Renewal Serum System with its ElixerMist Device for lightweight vaporized delivery.

“As mask wearing becomes our new reality, we’re going to have to rethink the materials they’re made of into something skin-friendly and non-irritating.”

Philip. B
Founder, creator of Philip B. Products International