Here’s How Wander Beauty is Keeping Spirits High During the Coronavirus Pandemic

Brought to you by WBR Insights

It’s fair to say that we live in some of the most testing times the world has seen since the Second World War. While that war was fought with men and machines, and this one is being fought with test tubes and respirators, the effect on regular people is similarly profound.

Most countries around the world have now had lockdown measures in place for at least a month and social distancing rules are being enforced anywhere humans have to gather, such as hospitals and supermarkets. People are advised not to leave their homes, unless for essential reasons such as seeking medical help or shopping for food — some countries have other allowances such as in the UK where citizens are allowed out for one hour of exercise per day.

However, while the rules are largely being adhered to and the lockdown measures are having a positive effect on the rate of infection, it does create new problems.

Mental Health

Being stuck inside for days on end, unable to see loved ones, friends, and family is naturally going to harm the psychological wellbeing of lots of people — whether they normally suffer from mental health issues or not. This is evident in our changing habits when it comes to the online content we’re consuming.

Streaming platforms such as Netflix, Amazon Prime, and Disney+ have seen a significant increase in traffic during the lockdown. However, customers stuck at home and being exposed to a high number of depressing news reports regarding the pandemic have also been hitting YouTube and Instagram searching for self-care and wellness content. This has led to beauty brands that can still operate stepping in to fill this need. Cruelty-free cosmetics brand Wander Beauty is one such brand that has thankfully been able to keep operations running.

“At Wander Beauty, we have been fortunate enough to be able to work remotely during this time,” said Wander Beauty CEO and Cofounder, Divya Gugnani “We are leaning even further into optimizing our own ecommerce at, as well as with our retailers. We are finding that our customers are still shopping, especially as staying at home and social distancing become the new normal. We are seeing a shift in shopping behavior, though — in the past four weeks, we’ve seen a 40% increase in skincare purchases compared to the four weeks prior.”


Wander Beauty believes that it’s more important than ever for people to look after themselves and in the positive effect looking good can have on how we feel inside. The temptation is high during this time to forgo our usual self-care and makeup routines, but doing so underestimates how much better a little self-care can make us feel.

“Anecdotally, we’ve seen people go through phases in their response to the COVID-19 crisis,” continued Gugnani. “As we adjust to our new normal, we’re finding that our customer is now in a phase of seeking to normalize her time social distancing at home through self-care. She is also looking for an escape and finding it within beauty. She wants to maintain a sense of normalcy in her life, even if it’s with a pared down makeup routine or indulging in a face mask to unwind.”

To help its customers facilitate this, Wander Beauty has been creating self-care content and makeup tutorials and posting them on the Stories section of its Instagram account. Customers can log on anytime and gain access to a wealth of expert advice and guidance on how to make the most of their beauty and wellness products. The content ranges from mascara tutorials to collaborations with fashion brands such as M.M.LaFleur offering suggestions on amazing makeup and clothing pairings for that hot Zoom dinner date you’ve got coming up.

Final Thoughts

As one of the first beauty brands to acknowledge the crisis on social media, Wander Beauty is rightly proud of the way it’s used its platform to reach out and prioritize people over profits. As the lockdown deepens, people are going to need content such as this more and more, and Wander Beauty has plenty more tricks up its sleeve.

“We’ve been working to bring delight to our customers in small ways,” concluded Gugnani. “For example, for every order placed on, we’re including a free Baggage Claim Eye Mask to thank our customers for sticking with us during this time while offering a moment of de-stressing. We also pivoted the launch of our Good to Go Mini Essentials Kit and instead, decided to donate hundreds of the new kits to healthcare workers on the frontlines.”

You can hear Wander Beauty’s CEO and Cofounder, Divya Gugnani speak at eTail Boston 2020, being held at The Sheraton, Boston.

Please download the agenda today for more information and insights.

Return to Blog