The Soft Life: The Journey to Reclaim Our Lives

On the heels of Strengthening, Healing, Self-Care, and Restoration, what types of personal care habits have emerged that will impact the way that multicultural women consume and shop beauty categories? Learn from consumers which beauty trends and styles need to be retired and replaced with newness & innovation using SSI's Soft Life report. 

What is a "soft life"?

A soft life is characterized by the idea of living a life of ease, peace, comfort, and happiness while eliminating or limiting stress. It is a popular trend on Tik Tok, with 7.5m views. It can be a life that limits unnecessary stress and makes time for rest, self-care, and joy.

Finding Joy in Self-care Regimens 

Overall, 77% of respondents included one or more BPC (Beauty and Personal Care)-related practices in their definition of self-care, including caring for their hair and skin, personal care practices like shaving legs and bathing, enhancing their appearance (hair styling, makeup), hair wash day, and spa or DIY spa treatments. Many consumers also elaborated that they find joy in these practices.