Traditionally, a typical beauty regime would include multiple steps, from cleansing and toning, through to layers of concealer, foundation and bronzer. But a study of 2,000 women found six in 10 are choosing to put skincare first, opting for fewer products, which makes them feel great, and look au naturel.
It emerged that women are twice as likely to have purchased a skincare product than any other beauty item since the beginning of the first lockdown.
As a result, four in 10 have streamlined their cosmetic collections over the past few months – focusing on skincare instead.
However, 59 percent of women feel skincare routines have become more complicated than they were 10 years ago.
Currently, the average woman spends 23 minutes a day on their skincare, but 73 percent want to slash this time by ditching numerous skincare products for multi-functional skincare devices which deliver multiple benefits.
The research was carried out by Foreo after it launched its UFO 2, a single, high-tech device, which is said to deliver a professional level facial treatment in less than two minutes.
The device uses hyper-infusion technology to infuse potent ingredients deeper into the skin to get nutrients below the surface.
This evolution in skincare comes after a change in working patterns and an increase in time spent on video calls for many.
But a fifth, of 18- to 34-year-olds, admitted getting up early to prepare their skin ahead of a video call, while 40 percent have turned off the camera, because they weren’t totally happy with their skin.
A spokesman for Foreo said: “Having skin confidence has become more important than ever before over the past six months and women are looking towards a streamlined, tech-led solution to deliver results.
“Many of us are spending more time than ever having meetings on screen and while we want to look our best, sometimes we just don’t have the time.
“We’re relying on skincare to achieve skin health in order to embrace our natural beauty and feel confident.
“Bumper cosmetic collections which fill bedrooms, bathrooms and handbags could become a thing of the past as women embrace a more streamlined, less cluttered approach to looking after our skin.”
The study also found that 58 percent of women are more inclined to use a skincare product that allows them to relax while benefiting their skin at the same time.
And 30 percent are also interested in products which can provide more immersive experiences to help them relax and unwind.
More than a third of women (37 percent) also said they were excited by the growth in ingredient-led products.
Foreo has created a face mask – a part of their Farm To Face collection – designed to calm the skin and mind, by infusing it with 210mg of cannabis sativa seed oil, as well as magnesium and chamomile.
The survey about how women look after their skin found that 60 percent choose products which also improve the way they feel along with the way they look.
Almost two thirds (64 percent) also want to feel more confident in their own ability to look after their skin.
And nearly three quarters of women (71 percent), surveyed by OnePoll for Foreo, said they would be interested in an at-home facial treatment device that delivers professional level treatments.
Providing more than 10,000 pulsations per minute, the UFO 2 has been designed to massage the skin as it absorbs ingredients, while diffusing muscle tension and smoothing lines, while LED lights are also said to help reduce redness and soothe skin.
A spokesman for Foreo added: “Skincare habits continue to change and people are looking to technology now to support them achieve a healthy looking completion.
“Consumers want to look and feel their best, but they’re often short of time and want a simplified skincare routine which still delivers professional results.
“Being able to enjoy a spa-like experience in the comfort of your own home helps not only helps to calm and relieve stress both mentally and physically but improves skin health too.”