BY TRICIA RIVERA

The beauty industry has been forced to adapt as COVID-19 restrictions compel retailers to close and leave makeup artists unable to see clients.

DECIEM, owner of popular skincare brand The Ordinary, has adjusted to strict restrictions by providing live virtual consultations.

They have conducted more than 250,000 virtual chats since the launch in April.

“The team felt that customers were more confident purchasing skincare and discovering new ingredients when they were connected to brand spokespeople they felt they could trust, receiving in-depth education at their consultation,” a DECIEM spokesperson said.

Beauty lover Amira Soufi frequently tries out new products and believes now is a good time to invest in beauty products.

“I think not having anywhere to go means you can trial as many makeup looks as you want,” Ms Soufi said.

“I think being at home we also have a lot more time to do the research about products and what’s good for your skin and appearance,” she said.

Before lockdown, Ms Soufi would regularly engage the services of lash and nail technicians and makeup artists, but now her relationship with beauty has changed.

“I think I don’t feel pressured to wear makeup every day in lockdown since no one will see and I don’t have any obligations,” she said.

“Now, when I do feel like wearing makeup, it’s 10 times more enjoyable because I’m doing it for fun and it’s more of a hobby.”

While business is still thriving for skincare companies, it has come to a halt for makeup artists.

Personal services such as beauty therapy are closed under stage four restrictions, with only essential businesses permitted to operate.

Makeup artist Adriana Avgouladakis used to average 30-35 clients a week but is now unable to conduct her business.

“Last November, I made just over $7000 in one month, so not being able to work has affected my financial status immensely,” Ms Avgouldakis said.

The emphasis on social distancing, the threat of community transmission and the lack of events during lockdown may see people reluctant to seek out makeup artists once lockdown is over, she said.

“I totally understand that people will be anxious but I can promise you, we will be extremely clean and follow any safety precautions needed,” she said.

“I’d be more anxious to travel because you just don’t know what you’re walking into, whereas in your own space you can control everything.” 

Ms Avgouldakis urges clients to continue supporting makeup artists during this time.

“Follow, like, share everything they are posting,” she said. 

“Buy their products if they have a side hustle and just show your support all the time.”