Cleanse. Moisturize. Protect. These three pillars of skincare have guided Madelin White, the owner of Merle Norman Cosmetics, Wigs, and Day Spa in Lacey, through her 46 years in the beauty industry. And according to Madelin, a thorough skincare regimen is more important than ever with the increase of mask usage during the COVID-19 pandemic.
“Because more people are wearing a mask, a lot of them aren’t wearing makeup as much,” explains Madelin. “But I have been very strongly recommending that people take extra good care of their skin.”
Madelin says a consistent skincare routine is critical during this time, because long-term mask usage can potentially lead to issues like dry skin or chapped lips.
“It may seem counterintuitive, but skin usually gets drier in the winter when we have more rain, compared to the summer,” says Madelin. “For example, if you lick your lips often, your lips can get very dried out. Well, the same thing happens during the rainy season and when you’re wearing a mask. The moist air under the mask is drying people’s skin out more. So, it’s extremely important to use products that won’t dry out your skin and in fact, will add more moisture.”
To cleanse the skin, Madelin advises against the use of alkaline soap, recommending instead a gentle cleanser that will maintain the skin’s moisture while also washing away dirt, sweat and excess oil. After cleansing, a combination of serums and facial lotions can help restore moisture to the skin.
Lip care is also vital when consistently wearing a mask. To revive chapped lips, she suggests using a lip scrub to exfoliate the lips before applying a clear lip conditioner, like the Merle Norman Lip Revive.
Since masks often cover a significant portion of the face, many of Madelin’s clients are now often foregoing a full face of makeup. For those who still want a touch of coverage, but don’t want to apply a heavy foundation, a tinted moisturizer can provide light coverage, while also being less prone to smudging under a mask. Tinted moisturizers can also offer additional skincare benefits like antioxidants or SPF.
Although clients are not applying base makeup as often, Madelin says there has been an increased interest for makeup looks that emphasize features still visible while wearing a mask, including the eyes and the eyebrows.
“When we wear masks, really the only thing that can be seen are our eyes,” explains Madelin. “At Merle Norman, I can show store visitors how to play up their eyes so that people are seeing them and not just the mask.”
To learn about Merle Norman products and services, visit the Merle Norman Cosmetics, Wigs, and Day Spa website.
Merle Norman Cosmetics, Wigs, and Day Spa
3925 8th Ave SE, Lacey