'If I'm going to cocoon, I better come out a butterfly': People are turning to skincare as they stay inside and self-isolate due to the coronavirus outbreak

• As Americans stay inside and isolate themselves during the coronavirus outbreak, some are finding comfort in skincare.
• According to NPD data, the impact of the coronavirus outbreak is still unclear, but skincare has been outperforming the general beauty market recently.
• "It's something from before all this happened that I can hold onto, makes things feel a little more normal," said Amy Brown, who has been doubling down on her elaborate skincare routine.
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As Americans shut themselves into their homes during the coronavirus outbreak, many are finding comfort in their skincare routines.

According to NPD data released on Wednesday, US prestige beauty sales grew 3% in January and February, with skincare outperforming makeup and fragrance. For the week ending February 29, dollar and in-store beauty sales grew 4%, while skincare increased 13%.

"Personally, due to a positive coronavirus case in my community, I am on day seven of social distancing," NPD's beauty industry advisor Larissa Jensen said in a note on the data. "I have washed my hair once and worn no makeup in that time. My skincare routine, however, remains intact."

"Are other women following the same pattern?" Jensen asked. "How will these behaviors play out in NPD's weekly beauty sales as we move through March?

A quick scroll through social media seems to indicate that Jensen is far from alone in turning to skincare during self-isolation and quarantine.

"I've had basically all my routines thrown off by the pandemic and there's not a lot to structure my day around anymore, but my skincare routine wasn't impacted," said Amy Brown, who described skincare as the "only true constant" in her life right now on Twitter.

"It's something from before all this happened that I can hold onto, makes things feel a little more normal," Brown added.

Even I have noticed the rise of skincare in group texts and on Instagram stories. I asked one of my friends, New York City-based Tova Diker, about her recent skincare obsession after she texted me about some recent expensive purchases.

"I thought, if I'm going to cocoon, I better come out a butterfly," she told me. "So far I'm still ugly, but I'm hopeful."

Jensen says it is still uncertain how the coronavirus outbreak will ultimately impact the beauty industry. NPD data through March 7 shows the steepest declines in in-store sales occurred in the most recent week. Online seems likely to grow, especially as stores shutter due to the outbreak.

"This is our new normal, for the time being," Jensen wrote in Wednesday's note. "The uncertainty ahead of us is unequalled and its impact remains a question. But the eternal optimist in me knows this too shall pass."

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