The Fear of Touch and Social Distancing has left people anxious about whether they have strong enough hygiene practices. The global consensus gentium, is that we need to remain healthy and un-contaminated. It mean’s much more than just not looking unkempt, It’s about being ‘pure’ avoiding being perceived as a risk to anyone else’s health on top of our own.

The heightened concern of illness and viruses means that preventative measures are more important than ever. Nobody has time to get ill, and we can’t afford to compromise our immune systems. Consumers need to be protected against all forms of harm, bacteria, viruses, illness and every part of our lives play a role.

High priority hygiene essentials are the obvious, such as hand soap and sanitizers, although admittedly we have witnessed a reframe of what a hand sanitizer is, what it looks like and what it feels like and it is now widely recognized as a beauty product.

But our beauty routines have evolved. ‘Pure’ skin has become a survival strategy and we have changed the way that we use our beauty products. “Removes toxins, disinfects, anti-viral, antibacterial, etc.”: a new role, and a new way to talk about beauty. ‘The purity’ beauty movement has begun.

Sanitizing and disinfecting are not terms that we usually associate with beauty, in fact they were words that consumers have steered clear from. Especially in terms of the sustainable movement and the meaning of clean and natural beauty.

But an interest in existing products with antibacterial, anti-viral properties and ingredients have seen a surge in sales. Tower Beauty SOS Daily Rescue Facial Spray contains Hypochlorous Acid, which has antimicrobial, antiviral and anti-fungal properties. The US Environmental Protection Agency (EPA) has listed Hypochlorous Acid as a potential disinfectant against COVID-19. The skincare brand’s sales have soared 800% since last year.

Many new beauty strategies and offerings have arrived, being driven by the fear of COVID-19 as well as anxiety about other viruses entering the human world. The Focus has shifted. The message is ‘Purity First’; all other beauty needs are secondary.

Sesderma Lactyferrin Defense Oral, Nasal and Eye Spray, is a moisturizing mist creates a filmogenic active barrier across the face. The goal is to prevent infections by stopping bacteria and viruses entering oral cavity, nose and eyes. Lactoferrin and lactoperoxidade, will strengthen natural defences at the level of the mouth, nose and eye.

Safe Hair is the only FDA approved antimicrobial sanitizing shampoo and hairspray on the market that can kill bacteria by 99.9% on the hair and scalp. A new antimicrobial hair care collection that will help shield the hair from bacteria and germs. This new collection is specifically formulated to disinfect and get rid of germs and bacteria. Not only does it aid in sanitizing, it also makes strands soft and moisturized with ingredients like melaleuca, lemongrass, and aloe vera.

An exciting and emerging space is fragrance and the innovations in sanitizing skin, textiles/objects. Fueguia BioActive Sanitizing Perfume Collection is a collection of biocidal perfume fragrances that prevent virus as well as bacteria. Skin disinfection + sanitization. It contains 45 medicinal plants with a proven biocide action.

These examples are challenging the traditional forms of keeping our skin pure, clean and protected. The use of a cleanser, whether it be for the skin or the hair is no longer the only solution. It’s about holistic beauty solutions for today’s modern consumer.

Less than half of global consumers feel that pharmaceutical products are safe to use. Although they do not doubt the effectiveness of pharmaceutical products, they are likely to worry about their safety and long-term effects. This increases the need for all beauty and wellness offerings to keep us pure and clean.

This is an exciting space to watch and we expect to see many exciting innovations across all beauty segments, There is a big opportunity for brands to build upon this trend with the marketing of their existing products too.