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IS S-BEAUTY THE NEW K-BEAUTY?
So we’ve all heard of K-Beauty which has become over the years an umbrella term for skin-care products that are derived from South Korea. However, a newer term in the world of beauty is S-Beauty - which stands for Scandinavian Beauty or Scandi-Beauty. Whereas K-beauty became famous in Europe as we were intrigued by their 10 step skincare regime - S Beauty is quite the opposite - looking at more minimalist products that have a higher efficacy.
In this year’s 2020 Scandinavian Global Makeup Awards, we thought it would be interesting to delve deeper into the intricacies of S-Beauty. At its core, S-Beauty is about an all natural beauty look, often using natural products. When it comes to makeup, S-beauty favours a more subtle look using natural and earthy colours that enhance your own natural beauty. Packaging is minimalist, futuristic and bang on trend, much like their renown Scandi decor.
Self care while going through lockdown 2.0 is what is really important right now, and Scandinavians known how to hunker down and enjoy time indoor in the warm and cosy while it’s cold outside. In fact, Scandinavian winters are known for being sub-zero, and that can take a toll on the delicate skin on your face. S-Beauty with regards to skincare really looks at protecting your skin from the harshness of external factors like weather and pollutants while keeping it moisturised and nourished. An intensive serum is an absolute must for providing your skin with the protection it requires.
What are the other traits of S-Beauty? Minimalism goes a long way, and you won’t find a Scandinavians bathroom counter filled with thousands of lotions and potions. Quality and functionality are paramount. Less products which DO more. You’ll also notice more moisturisers with SPF, and also even up to 50SPF as they take protection against sun damage very seriously. Scandi’s aren’t known like brits for being abroad and sporting a bright lobster pink sunburn.
So who are the big names in Scandi Beauty right now? Perhaps the most well known in S-Beauty in the makeup world is Kkaer Weis, famous for high-performing, luxury makeup that is both certified organic and sustainable. In skincare, there is a myriad of names, as Scandinavians take their skincare routine very seriously. Despite being known as a nation of minimalism, they don’t skimp on the steps in skincare routine. Big name players are Rosenserien, FOREO, Eleni & Chris, Barr Sweden, Skogen Cosmetics, Primex Iceland and Mette Picaut, just to name a few.
S-Beauty goes further than just the products that you put on your skin and the earthy tones of the makeup you choose. It is a way of life. Balance is central to all things Scandinavian, which is part of their appreciate of ‘Hygge’. You need to balance the modern world with nature, and balance also your own like. A balanced and colourful diet is very important to them as well as finding time for themselves, and of course time to exercise. It is all tied in together - makeup, diet, exercise, inner wellbeing, in helping them to feel like the best versions of themselves.
With all the uncertainties right now with the coronavirus pandemic, we could all do with taking a leaf out of the Scandinavians book, and look at enjoying the smaller things in life and taking a more balanced approach. The next time you make a beauty purchase, why not try S-Beauty, and look for better ingredients, a more natural approach and see if it is an all rounder that can do more.
Hello to all our lovely readers,
The entries for this year's 2020 Scandinavian Global Makeup Awards have officially closed now. We are still accepting late product sample deliveries because of all the crazy world events that have been going on, including a UK lockdown 2.0.
Entries for the Scandinavian Global Makeup Awards are for all brands which are either Scandinavian (so beauty brands from Norway, Sweden, Finland, Denmark or Iceland) or other beauty brands which sell in those nordic beauty markets. We were expecting to see a hit on entries for this year's awards given the global circumstances, but actually, entries have soared. We had DOUBLE, that's right, double, the number of entrants compared to last year's 2019 Scandinavian Global Makeup Awards.
So this has us thinking - how has COVID19 affected the beauty market in Scandinavia? We have already looked into its impact in previous blog posts for how it has impacted the American Beauty Market and UK Beauty Market. The Nordics, however, have had different lockdown procedures, different healthcare, different economies and of course different social impacts. Euromonitor looked specifically at Sweden in a study (which is famous for not following a national lockdown like other countries during 2020.) Though they saw premium products were in greater demand, they also saw profit margins were under pressure. Read their full article here. Even more encouraging, they expect the markets to bounce back strongly for the personal care and beauty sector in 2021, as they expected many Swedes to make postponed beauty purchases in 2021.
Furthermore, according to National News Service, an interesting thing to consider wit Scandinavia is that all 5 countries are developed countries whose consumers have money to keep their personal care product traders afloat. Another trend which has thrived in 2020 despite the coronavirus pandemic is that of Green and sustainable beauty in Scandinavia. There is an increased preference for vegan, organic and natural beauty products. The Nordic countries are looking to avoid toxic ingredients and want to be more socially responsible looking for more sustainable products.
With the 2020 Scandinavian Global Makeup Awards coming up, it will be interesting to see if we see this trend in our beauty awards. The winners will be announced soon on the 10th December 2020 in the online magazine Global Makeup Magazine. The categories are not only for makeup, but for a whole range of personal care and cosmetic products. According to Mordor, the Scandinavians and especially the Swedes have a 'relatively high purchasing power' - so perhaps not only will we see an increase in green beauty products but also in luxury goods as well.
This is our last beauty awards for 2020, and we truly hope next year will bring the beauty markets a bounceback, not just for the Scandi regions, but globally. We cancelled what would have been the inaugural year for the Asian Global Makeup Awards because of the outbreak of the pandemic in January, but little did we know what mother nature had in store for us for the whole globe in 2020. After yesterday's news of a vaccine, we can only hope of a year of more stability next year. Despite so many hurdles that the markets have had to jump over this year, we have seen an incredible number of entries and resilience from the beauty brands.
We look forward to promoting the wins of the brands in December and look forward to the clock striking 12 on New Year's Eve, where hopefully things take a turn and we will have a slam dunk in to the New Year and see a strong growth for the personal care markets.
Danny's updates on the beauty awards
Read more about the great brands who win the Global Makeup Awards and Global Green Beauty Awards. Mostly written by Dan in Lake Garda, Italy!
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