Post-pandemic recovery boosts beauty and personal care products in the US

Following the easing of restrictions imposed by the pandemic in the US, masks that protect against COVID-19 are coming off and Americans are showing their full faces again. Now companies are wondering if the beauty industry will see a surge in a different kind of mask buying as consumers reignite beauty regimes.

Traditional skincare staples like cleansers command the highest usage, suggesting routines post COVID-19 will look like those in place beforehand. The crisis has acted as a catalyst to several emerging movements that will shape the future of new product development and brand messaging.

In addition to physical health, consumers are seeking ways to cope with high levels of stress and anxiety caused by the pandemic, increasing the connection between self-care and skincare. Increased demand for products that focus even more on their positive impact on people’s wellbeing will create new avenues of innovation.

To stand out in the competitive and saturated skincare market, brands must demonstrate their added value to individuals, communities, and society at large, including: wellness concepts for humans and the planet; upcycled, plastic-free, zero waste, and compostable new product development; and microbiome-friendly certification and ultra-clear labels.

In this segment, new products are emerging to tempt consumers towards differentiated and attractive proposals. Some innovative examples are: i) the fermented mask, which is a facial mask with a non-acid formulation and an ice cream texture for everyday mild peeling benefits; ii) a biodegradable mask that combines CBD with patented nanofibre technology for enhanced absorption of active ingredients; and iii) a sheet mask with coated fabric that generates and carries a microcurrent to effectively deliver serum’s benefits to skin.

Source: Mintel  Date: May 18^th, 2021,

Effects on Costa Rica exports

Personal care and beauty products represent a dynamic segment, with a high potential for generating value-added proposals that are aligned with current market trends. The global market for these products is valued at USD $516 billion and it is projected that by 2025 it will show an average annual growth of 6% (CAGR).

Costa Rica has a diversified offer of personal care products, with around 130 companies in this sector, many of them with the inclusion of indigenous ingredients or “super ingredients”, which enrich their properties and provide a highly attractive differential, in terms of health.

The Costa Rican market for this sector is valued at USD $614 million (2019), an average annual growth of 5% is projected by 2025. Exports have grown at an average annual rate of 21% between 2016-2020.

In terms of exports, North America is the destination for 20% of the companies in the sector. The product portfolio exported is made up of categories such as skin care (44% of companies), hair care (18%), bath and shower products (16%).