Should you Brexit-proof your beauty routine?
With Brexit negotiations drawing to a close, it’s an uncertain time for many of us. But along with how much our groceries will cost and what it will mean economically for the country, on a much smaller level there’s the pressing question of what on earth will happen to our favourite moisturiser? Will it become unaffordable? Will it be discontinued? God forbid.
Trifling though it may seem, in a period that is likely to involve some economic turbulence, one place we can find some comfort is our bathroom cabinet. Research carried out on behalf of Swedish beauty and wellness brand, FOREO, found that one in ten of us have either already started stockpiling products, or would consider doing so. Meanwhile, 46% of British women who use European skincare brands believe that their favourite beauty buys will go up in price after Brexit.
Is there any merit to this? The truth is, no-one truly knows what the consequences of leaving the EU are, especially while no deal has been agreed. But, ahead of any decision, leading authorities like the Cosmetic Toiletry and Perfume Association (CTPA) have laid down a suggested framework for ensuring future collaborations with the EU. Namely, a tariff-free and barrier-free market for the export and import of products, raw materials and commodities which are vital for the UK beauty industry, and an alignment of EU and UK regulatory policies, to ensure mutual cooperation.
We consulted trusted experts within the beauty industry for their predictions on what we can expect once we leave the European Union. Here's how to Brexit-proof your beauty routine.
1. Swap investment buys for affordable self-care pick-me-ups
A term famously coined by Leonard Lauder, the Lipstick Index suggests that, in times of economic uncertainty or downturn, we make less investment purchases, such as designer handbags, in favour of affordable luxuries like lipstick. Lisa Payne, senior editor for beauty at trend analysis agency, Stylus, predicts that this will be true of the period following Brexit. But instead of lipstick, the products that will surge will have a wellness focus. “Rather than reaching for lipsticks, we’ll be looking for products that offer us wellness benefits, along with an aesthetic claim. Things like an essential oil to de-stress for instance," or a relaxing candle or nourishing body cream. We’ll still want little treats, but they’ll have to work harder to warrant the investment.
2. Go supersize - or super small
The size of the products we’re buying are already beginning to change. “While the average order value in the UK has already gone down, we’re seeing sales of supersized products go up”, explains Alexia Inge, founder of online retailer Cult Beauty. “This is because customers are starting to stockpile.” While there is no need for buying everything in bulk, it’s not a bad idea to pick up larger sizes of products you already know you love. Plus, you are likely to save money on larger sizes as they often work out slightly cheaper per milliliter.
“At the same time, we’re seeing a rise in the sales of minis, where cautious customers are opting for smaller sizes to get a taste of a product before they invest,' adds Inge. To avoid investing in a product that doesn’t work for your skin type, for example, it’s worth checking first to see whether they have travel sizes. Or, if you’re at the counter, ask for a sample.
3. Have faith - regulations are likely to stay the same
Currently, the UK cosmetic industry abides by regulations set out by the EU. Once we leave, these rules (such as the percentage of potent ingredients allowed to be used in products, and the regulations around animal testing) will no longer apply to products made and sold in the UK. However, the likelihood is, that the regulations around cosmetics will mirror the EU, since any products that we sell into Europe (a huge market for Britain) will have to meet EU regulations. What’s more, the UK were heavily involved in bringing about many of the rules that have been implemented. “Consumers may have concerns about the ban on animal testing,” says the CTPA, but we would like to stress that the UK cosmetics industry voluntarily abandoned animal testing seven years ago, ahead of the EU-wide ban, so you can be assured this is not going to change.”
4. Buy British brands
“Brands will amp up their attempts to establish brand loyalty with customers,” says Lisa Payne. If import and export costs climb, it will be hard for British brands in particular to remain competitive. "Around 65% of the UK's total cosmetic exports go to the EU and 67% of our beauty imports come from Europe" explains Inge. Where established beauty brands have economies of scale, smaller independent brands will struggle to keep up and may have to raise their prices as consumer purchases become more considered. However, “the ethos of a brand is what’s going to drive brand loyalty,” says Inge. “Where the ingredients are sourced from and the story behind the brand will become even more important post Brexit” . Therefore, we can use our spending power to support the British brands we love best.
The top five British beauty buys to invest in now
The Inkey List Multi-Biotic, £12.99
You’ve probably have heard of a pre-biotic and a pro-biotic. But have you heard of a multi-biotic. This combines pre, pro and post biotics, using good bacteria to defend skin’s natural immune system, preventing breakouts by promoting your eco system’s own self-cleansing mechanism and balancing the pH, this moisturiser will leave skin in top condition.
Votary Rose, Geranium and Apricot Cleansing Oil, £45
Harnessing the natural power of plant oil’s, the cleansing oil from Brit brand Votary is a luxurious experience for skin, delivering soothing age-defying benefits while sweeping away the day’s make-up.
Jo Malone Earl Grey & Cucumber Cologne, £47
The brand calls on its English heritage time and again, with homegrown notes like oak and earl gray playing into its limited edition collections and out into its core range.
Elemis Peptide4 Thousand Flower Mask, £37
The fastest way to revitalise lacklustre skin? Elemis’ Peptide4 Thousand Flower Mask which brightens and smoothes skin and uses ingredients grown on our own green and pleasant land.
Charlotte Tilbury Hollywood Beauty Light Wand, £29
Quickly becoming a national treasure in her own right, Charlotte Tilbury has built up an arsenal of face-perking solutions. Chiefly, the Hollywood Beauty Light Wand which infuses radiance into tired faces in a couple of sweeps.
