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 in nostalgia and being more creative with their makeup,” said Forbes-Bell, noting that, by comparison, consumers are “more pragmatic” on the subject of skincare.

Afterpay’s top-growing skincare products throughout the second quarter.