Unable to indulge in the in-person luxuries they enjoyed pre-pandemic, people are looking for new beauty rituals. And as self-care becomes a mantra during COVID-19, brands are diversifying their ranges, offering people body care alongside traditional face-focused skincare products.

With public resources stretched, COVID-19 has created opportunities for brands to demonstrate their pro-social values. But how are people evaluating their responses to the crisis? Canvas8 spoke to 16 Britons and Americans to learn how brand actions may affect customer loyalty in the future.

As social isolation intensifies people’s stress levels, they're turning to therapeutic products and strategies in order to relax. To meet this demand, shaving brand Skintimate has partnered with a mindfulness expert to launch meditation videos designed for people to listen to while showering.

The clean living, body positive and no-make-up movements exemplify how perceptions of beauty are shifting to focus on wellness, inclusivity, and empowerment. But with a history of selling more hope than health and a culture obsessed with image, can the beauty sector ever be good for our wellbeing?