Are digital facials the future of beauty?

Some brands are offering virtual beauty treatments to be done from the comfort of one's home. — Potential Filmmaker/Shutterstock/AFP

Are you tempted to turn your bathroom into a beauty salon and do your own facial care, advised by a trained beautician? That's what South African brand Optiphi is offering, in this period of social distancing, with its latest range of professional at-home treatments. What's the concept? Order the necessary products adapted to your skin type, and then follow a virtual consultation to apply the products. Is it a glimpse into the future of salon treatments or a fad with a limited life span?

Lockdown measures have generated a great deal of frustration in terms of beauty routines. Both men and women have scoured the Internet for ideas, tips or advice to refresh their haircut, do a hair colour, or treat themselves to a moment of well-being through treatments to be performed from their bathroom. While many beauty professionals have reopened the doors of their salons, some brands are anticipating a potential second wave lockdown – or simply looking ahead to the future of the beauty sector – by digitising their skincare offer. That's the case of Optiphi, a brand from South Africa, which has launched digital facials.