No lipstick under my Mask: Cosmetics to meet up the new trend


The beauty segment within the market is seeing a very new trend within the market thanks to COVID-19. The attention as a segment has expanded dramatically, with the lips hidden under masks, and how! 

“Because of the compulsion of wearing masks, girls are focussing more on eyes than the lips”.

Consequently, the cosmetics group has expanded considerably. In today’s times, masks and eye make-up has become a fashion statement, says Samir Modi, founder of home-grown Colorbar Cosmetics brand.

Only for the eyes

Many players within the industry would swear by that trend. Biotique’s chairman Vinita Jain says kajal and mascara certainly move for the Ayurvedic beauty and wellness player with a 20% growth from pre-COVID days. She also said that if Biotique is good at the eye, the skin is doing even better. Our DIY facial kit also saw sales acquire, as people are still avoiding contact outside.

Clearly, hair colour has emerged as a necessity and that we are launching Garnier Color Naturals sachet at Rs 49 to enable customers to simply retouch, “says Pankaj Sharma, director, division of goods, L’Oréal India.

Service for lips 

Lipsticks will remain dear to people always. I can see an increase in Kiss Proof lipsticks, which is largely non-smudge and pure matte,” said Colorbar’s Modi, who also expects to introduce more shades within the near future.

Nykaa Beauty has also seen a rise within the category of eyes and hair, and a growing marketplace for lipsticks. “Even if people are not able to go out, they are finding other ways for the get-together, through Video Calls and social interactions. We added a brand new luxury matte bullet lipstick to our lip line, which was very nicely received, “says Nykaa Brands CEO Reena Chhabra.

Picking up the cue, we have launched a campaign named #EyeCanTalk and ‘Conceal and Smile’ on social media for Maybelline which highlights eye make-up and concealer trends and influencers are promoting it well,” adds Sharma from L’Oréal India.

 Season & Year before Festival

As the economy exposes and the festive season kicks in with Rakshabandhan followed by Onam, Dussehra, Diwali right up until Christmas and New Year – to not mention the nice Indian Weddings – most companies see a move towards long-wear, smudge-proof and mask-friendly makeup.


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