Even before the Covid-19 pandemic hit the US,closing retail doors and forcing people to stay inside,the country's beauty market was faltering and,by most counts,online merchants saw an uptick as Americans stayed home.But this was not enough to offset declines as buying beauty took a backseat to health issues.US shoppers seemed less tuned into beauty and consumers turned away from make-up in favour of natural looks that require skin care,but not the heavy contouring or highlighting products that had spurred sales over the past five years.Americans also started looking for ways to purchase less’stuff,including beauty products.
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