July 2023

The hero treatment is not any longer relegated to 1 step within the skincare routine — it’s all of them. Data from Afterpay shows performance-minded consumers are spending more cash on lip balms, micellar waters, cleansers and other foundational components of their regimens. “People want the perfect of the perfect — they’re searching for quality,” said Shakaila Forbes-Bell, Afterpay’s in-house fashion psychologist. She said the trend of “dopamine makeup,” characterised by daring and colourful glam, is also fueling an increase in makeup-removing and cleansing products by necessity. Sales of brilliant pink eye shadow have grown 75 percent on Afterpay, with blue eye shadow also seeing a spike because of movies like “Barbie” and “The Little Mermaid.” “We see people engaging...