This archive report was first published on 7 June 2020.
As the COVID-19 pandemic continues to spread, the world has been forced to adapt to a new reality behind masks. But what does this mean for the beauty and dating industries?
For commercial model and entrepreneur Huddah Monroe, the pandemic has been a major blow to her business. With her usual Instagram posts showcasing her globetrotting adventures and luxury lifestyle, her pages have been quiet for the past month as she navigates life in lockdown.
She's not alone. Many celebrities and make-up artists have seen their businesses and social lifestyles affected by the pandemic. With image being everything for celebrities, the face mask has compromised their fashion and beauty looks, leaving make-up artists jobless.
"With the mask on, not many ladies care to put on lipstick and other make-up," says Vivian Wambui, a musician. "Besides, the mask can really get uncomfortable. I still wear lipstick as much as it still gets wiped inside the mask because I am used to doing it and it is part of my beauty regime," she adds.
Shaffie Weru, a showbiz personality, has also been affected by the pandemic. "Even with masks on, we have been trying to keep our trademark looks. I still groom, with my barber giving me home services, as I still have to look neat during my online live show," he says.
According to Pendo Karimi, a 27-year-old who runs a cosmetics stall on Moi Avenue, Nairobi, business has dwindled since the pandemic broke as "only a few people are using make-up". She says besides the mask being the main reason why ladies are not embracing beauty products as much as they used to, lack of wedding ceremonies, birthday parties, baby showers and other social gatherings where clients would seek her services has also led to reduced cosmetics sales.
"I have been a make-up artist for a number of celebrities for years and there has been no time my business has been affected like it has during this season. The 'face business' is not possible during this 'no contact' age and we can only hope that things get better for us to get back," says Sally Wambui, a make-up artist who serves a number of local musicians.
But it's not just the beauty industry that's been affected. Masks have also changed the way people interact with each other, limiting the reception of emotions and interrupting non-verbal cues essential for effective communication, according to Dr Josephine Omondi, a psychologist.
"When we interact, we read emotions. Masks are limiting reception of the emotions and interrupting non-verbal cues essential for effective communication," she says.
Dr Faith Nafula, a psychologist, adds that the pandemic has also made it difficult for people to identify potential partners. "The virus has caused a new normal, forcing us to wear masks for our own protection and those around us. During early courtship, a person will approach you, potentially attracted by your face. However, now that full facial image is obstructed by masks, it is not easy to identify likely partners," she says.
