How The Perception Of Cosmetics Has Changed Over The Years

By: Vasundhara Patni, Founder Of Kiro Beauty 

Today, when we look at the beauty industry, it shows immense growth. From what initially was a highly conservative community to becoming inclusive across shape, size, and gender. It is really crucial to have these conversations in the mainstream media because whom we deem ‘beautiful’ is a reflection of our culture. Today, young girls are reading about powerful women who have impacted the social and political space, instead of just playing with Barbie dolls which can otherwise instill an innate, unnatural sense of beauty in the minds of children from a very young age.

With Covid-19, the beauty industry has definitely seen a change in the mindsets of their consumers. The need for brands to take into consideration not just a person’s skin tone but also the personalization of products has become one of the major decision-making factors when buying a beauty product. The meaning of beauty has taken different renditions, allowing women to explore, to be creative with their makeup without the fear of getting shamed, and to normalize the use of cosmetics on a daily basis. This corresponds with a deeper inclination to include makeup in their everyday life as opposed to occasional, sporadic use of products. Women now have the financial independence to splurge on themselves, and our infusion of skincare in makeup makes it easier for them to indulge in effective and smart products.

Throughout generations, beauty has always been an ever-evolving phenomenon, which continues to diversify as the mindset of the society towards it matures. Financial and educational emphasis also has a major role to play in creating this shift. An increase in the annual income of target consumers allows them the flexibility to purchase and gives them a better understanding of what is acceptable to them as individuals. It gives them the liberty to expand their needs and demands, and raise expectations from beauty brands. Women today are a lot more cognizant of what they put on their faces whether it’s skincare or make-up, awareness about ingredients, allergies, and sustainability. This has resulted in a transformation of the beauty industry, giving birth to brands such as Kiro providing organic feel-good cosmetics at an affordable price without compromising on luxury and effectiveness.

The beauty dialogue continues to be rewritten, in ways that can incorporate people in all forms and shapes of life. Hence giving them the opportunity to accept and amplify their own version of beauty, without conforming to societal norms.