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In 2020, the year of Covid, people “hyper-fixated” on beauty, says Brooke Devard, host of ‘The Naked Beauty’ podcast. “My listenership exploded during the pandemic,” she says. Hours on Zoom triggered the Botox boom, and plastic surgery saw similar growth, as procedure rates climbed 19 per cent over the following two years. The Supreme Court overturned Roe v Wade in 2022, and this formal subjugation of American women was met with casual objectification — glazed donut skin was the trend of the year. In 2023, as over a dozen states enacted near-total abortion bans, consumers reclaimed body autonomy where they could, as they aspired to look like Barbie and injected off-label Ozempic. Multi-state attacks on transgender rights juxtaposed the girlhood craze, a sort of retail therapy in the form of pink lip gloss and bow-shaped barrettes.I Love Canada Anal Shirt
When Trump was elected again in 2024, one woman told The Telegraph she spent big at the Sephora sale simply “to cope”. The extensive routines that define 2025 (see above) don’t exist in spite of the political chaos, but because of it. The Supreme Court overturned Roe v Wade in 2022, and this formal subjugation of American women was met with casual objectification — glazed donut skin was the trend of the year. In this way, each factor of the Great Exhaustion will also fuel the beauty industry. Climate change accelerates the push for SPF, anti-pollution skincare and sweat-proof setting sprays. Income inequality drives cosmetic class performance — ‘expensive’ skin, the boom boom aesthetic, the funnelling of wealth (or the appearance of it, secured via buy-now, pay-later programmes) into one’s face. Living through digital avatars makes eerie perfection feel like an obligation. A broken healthcare system turns beauty and wellness into forms of self-medication. Job insecurity reframes beauty as survival (studies show that attractive people are more likely to get hired). “Burnout can manifest physically,” Tilghman says from experience. The Great Exhaustion will likely exacerbate these stress-induced issues — hair loss, breakouts, dull skin, premature ageing — presenting plenty of opportunities to market surface-level ‘solutions’.
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