During times of crisis, consumers are welcoming products and services that help them manage their anxiety and stress. Enter Beautitation – a new beauty-focused meditation app combining guided meditations with topical skincare for inner and outer beauty solutions.

Developed by US-based natural skincare company Eewee Production, the app provides more than 200 guided sessions and sounds, including a Moisturising Mediation, Anti-Ageing Meditation and Brightening Meditation. These can be followed with appropriate skincare products from any brand.

"Stress affects 30% of our skin condition, but the current beauty industry focuses only on surface solutions with skincare products," said Heyyoung Kim, chief executive and co-founder of Eewee Production. "With the rising awareness of skin-mind connection – psycho-dermatology – it's been proven that only three to four minutes of meditation a day can help ease the tension and bring out physical beauty benefits."

As we explore in Beauty’s Health Makeover: Stress-Busting Beauty, stress is now the big bad wolf of the beauty industry. As consumers adopt products and rituals as acts of self-care, brands can become stress-busting bastions of mental and physical health. 

This trend is even more relevant during the coronavirus crisis, when many consumers are quarantined, isolated, and dealing with financial and personal struggles. An article published on US wellness site Goop called 8 Ways to Reduce Anxiety saw a 734% page view increase in the week ending March 23, compared to the prior four-week average (Goop, 2020).

See Cosmetics in the Wake of Covid-19 for more on how beauty brands can increase consumer engagement and spend during and after this difficult time.