Flagship Trends - Health and Beauty

If the advent of Covid 19 and the recession brought on by an ever-shifting economy has taught us anything, it would be that the importance of self-care has been severely taken for granted. It's strange but true that tired old cliches like "new year, new you" and other new year resolutions were becoming a stale and repetitive trope.

Yet when the entire world changed in April last year, we found a quieting comfort nestled in adages of old, centering our focus back on the things that mattered most; our well-being stuck at home.

It's no surprise then that the biggest focus in 2021 is that of recovering not only from a deadly pandemic but also as a society. Part of that recovery process is a shift in everyday habits, priorities, and behaviours with people prioritising their health, what they eat, and personal maintenance. 

Now that 2021 is almost halfway through, people have taken the idea of a fresh new start far more seriously than before. We focus on top health and beauty trends of 2021 and exactly why this trend of home-based self-care has sprung into focus.

Nutrition with a purpose

Because of Covid19's extreme impact on people's mental health, there has been a growing demand for food that is healthy for the body, mind, and soul.

Food for the body

Mental health has been one of the major pitfalls of 2020 with suicide rates being higher than ever before. While it is true that food on its own is not a cure for depression, avoiding processed meals and opting for more nutrient rich courses is a sure fire way of avoiding chemical imbalances.

Antioxidants rich diets that contain nutrients such as vitamin (Vitamin B), minerals (zinc and magnesium), fibre, healthy fats (Omega-3s), and others such as probiotics, have been linked to better mental well-being. Although higher levels of studies are required to effectively prove their efficacy.

Food for the soul

The idea of eating food to feel good doesn't necessarily stem from health concerns, but to simply enjoy the instant gratification of a delicious indulgence. Although it may feel good at the time, unhealthy eating can link to long term issues that may even affect your mental health. Although it's generally unhealthy, it's not necessarily a bad thing to enjoy "soul food" every once in a while.

Read on here to find out more about how a decent diet can help improve your mental well being: Your brain on food

Supplementals

Gone are the days where most of us simply ate to soothe hunger pangs, now the focus goes far beyond. As in the world of health supplements, food is now valued based on the role it plays in our diets. The pandemic surely reminded us that health is not permanent, and as such, a latent focus on food that could improve our immune system was what sparked off this new health trend.

Data from PEW confirms this. As of the end 2020, the health supplement industry saw an uptick of almost 50% of its consumer base.

This massive growth in interest confirms that not only will health be a major focus throughout the year, but that on average, people have moved their focus away from treating symptoms when they occur, to a preventative approach of staying as healthy as possible via a strengthened immune system.

One of the more recommended local supplement chains is Oxygen for Life with their award winning blend of unique and advanced formulas that make it a globally recognised brand.

Local is Lekker

Another fascinating trend is the shift away from supporting large trans-national industries and paying more attention to the offerings of home-based or local companies with an interesting backstory. 

Again, the data supports this with Kantar's COVID 19 Barometer showing that 52% of participants stating that they now pay far more attention to where they are buying from with a special interest in locally grown produce.

Lockdown and limited access to overseas markets gave people a renewed sense of appreciation for local community markets, chains, and stores. With 2020 now behind us and the J&J vaccine now well into its distribution, that trend has remained firm in 2021 with a continued zeal for local Farmers markets (Fourways Farmers Market), and sustainable local grocery chains like Food Lover's Market.

Consumers are no longer sold by promises of pretty packaging and are more invested in the makings and back stories of the companies they purchase from. This is why companies like All Gold Tomato Sauce and Ceres pay special attention to their heritage, their roots, what they put back, and why they're uniquely South African. 

Augmented beauty standards

"A fresh start is about more than just starting over; it's about letting go of the past and looking forward to the clean slate that lies before you." - Alyssa Montemurro

At home spa treatments 

It's no surprise that due to the lockdown there has been a big drift towards luxury DIY beauty trends. Considering the fact that people no longer had the option to visit their local spas, it was only a matter of time before the demand for self-care saw at-home treatments increase exponentially during 2020.  

Just as expected, the trend continues on through 2021 with little evidence to suggest that it's slowing down. From regular facial treatments to the novel cases of mask related breakouts people have been creating spa-like experiences at home with results on a professional level.

The 2021 shift

It's not just where people are choosing to practice self-care, but also on what they focus on the most. Since mask-wearing has become part of our fashion whether we like it or not. People are paying more attention to eye makeup. From eye-shadow that shifts between changing colours dependent on light to multi-chromed shades that create a magical look, cosmetic brands have truly forged ahead in innovative ideas going forward.

Ethical local brands

The trend of focusing on sustainable luxury brands with powerful backstories is not only limited to the food we consume but the products we use to maintain our presentable façade. One of the more popular skin treatments brands in SA is Afari

"Rooted in tradition and refined by science" Afari's naturally blended skin cream is created using Bulbine frutescens, a small shrub native to Southern Africa that has been clinically proven to benefit in the stimulation of collagen synthesis. Afari is also focused on empowering its female staff where the money made from products sold directly benefits the ladies who harvest the plants, handle the administration, and produce the product.

Another well-received 2021 brand is Skoon with its hyper-focused sustained product development whilst harkening its traditional roots. Skoon prides itself in its development carried down from generations of refined beauty treatments using only locally harvested ingredients.

The phrases behind 'non-toxic' and 'sustainable' apply not just to their formulations, but also their thinking and actions. Beyond just caring for skin, the company mantra is about making conscionable and ethical choices that reduce overall harm.

"Polished beauty is clean and kind. Never unthinking." - Skoon's Story

Read our previous article here: https://www.hamiltons.co.za/news/5-top-home-hobbies/  

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