Beauty Feature Money

Beauty industry gets its post-pandemic glow

January 31, 2023
set of natural reusable cosmetic products

Due to lockdown restrictions, the personal care and beauty industry suffered severely through Covid-19. Even after lockdown restrictions were relaxed, some customers were still hesitant to visit salons and spas, which resulted in activity not picking up sooner. However, there has been a steady turnaround in the past 12 – 18 months.

Warren Pratt, Industry Specialist: Retail at FNB Franchising, says, over the past 6 – 12 months, most of the health and beauty shops have been trading at pre-Covid-19 levels and others exceeding the pre-Covid-19 numbers.

Since Covid-19, most brands have relooked their models to remain relevant and accommodate the post-Covid-19 shopping trends. Pratt shares some of the trends he has observed over the last 12 – 18 months that brands have implemented

Brands adapt to post-pandemic rends in Personal Care and Beauty Industry

Store size

Some brands have reduced their store sizes and redesigned their look and feel to be more appealing to their customers and attract a new customer base, especially male customers.

New product range

Brands have brought new product ranges to cater to a broader customer base. Moreover, some of the products they use in the saloons/ spas are also sold at counters to maximize their income.


Most brands have relocated closer to anchor stores to take advantage of the traffic driven by anchor stores at the malls/ shopping centres.


Some retailers combine stores with different product offerings and use online and delivery services for their products.

Pratt says brands that have relocated their stores closer to anchor tenants at malls and shopping centres have seen good growth since the relocation as they pick up more traffic. Moreover, bolstering their eCommerce and delivery services has also contributed to growth.

assorted eye shadow and blusher palette
Photo by zhugewala on Pexels.com

While women mostly dominate sales in the personal care and beauty industry, a new trend is emerging where male customers are starting to drive sales in the industry. As a result, cosmetic companies are working to capture this market by developing products to cater for this demographic.

While there has been a decline in retail sales with fewer people visiting malls, the brands within the industry are destination visits and shouldn’t be impacted by this decline as the outlook is positive, concludes Pratt.

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