Whether it’s a serum that promises results in 60 seconds or an eight-step cleansing routine that takes time, effort and endless products, the beauty industry is a never-ending stream of instant gratification and consumption. But changes are afoot. With the backlash against ‘fast fashion’ and recent research revealing that one in five women feel guilty about buying new clothes, we’re starting to see more mindful beauty purchasing, too. Dubbed ‘slow beauty’, brands are reassessing how they can appeal to customers keen to embrace this simplistic approach.
