With COVID-19 restrictions in place and natural hair colours starting to show, Kiwis have been turning to at-home beauty treatments to get their self-care fix, according to new search data released today by TheMarket.com.
Ahead of its second annual Beauty Week sales event on Wednesday 22 September, TheMarket has revealed Kiwi’s 2021 lockdown beauty trends. DIY beauty and hair treatments have come out on top, with hair dye, nail polish, waxing and eyebrow kits seeing a surge in popularity since restrictions came into effect last month.
TheMarket CEO Justus Wilde commented that the uncertainty around when New Zealanders, particularly Aucklanders, can next visit the beauty salon, has triggered a significant interest in at-home solutions.
“We’ve seen sales for TheMarket’s Health & Beauty category increased by almost 200 percent from August 18th to September 13th this year compared to the same period last year, driven by haircare, skincare, men’s grooming, vitamins and face masks,” explained Wilde.
TheMarket’s search data also correlates to the emergence of new beauty concerns, such as ‘maskne’, otherwise known as mask acne from having to wear a face mask for long periods of time.
“Interest in our acne and skincare treatments has also risen in line with the maskne trend, and it has been our highest beauty growth category this August/September,” he added.
TheMarket.com’s Beauty Week runs from Wednesday 22nd until Wednesday 29th September 2021.