Rouge: A Novel

The beauty industry comprises four categories: skincare, fragrance, makeup, and hair care. The skincare subcategory includes products like creams, lotions, powders, and solutions designed to improve the skin’s health. The global skincare industry was valued at more than $109 billion in 2023 and is expected to increase to almost $200 billion by 2032 (“Skin Care Market.” Fortune Business Insights, Mar. 2024). Skincare has changed significantly since 2020 because the COVID-19 pandemic prompted a downturn in the cosmetic industry, as stay-at-home orders meant people were not seeing each other in public. At the same time, an emphasis on self-care increased the popularity of long, involved skincare routines. In Rouge, Awad emphasizes the complexity of skincare product marketing through the fictional names of the products Mira uses, which tout specific, little-known ingredients. As Mira performs her skincare rituals throughout the novel, she mentions each product by its full name (such as “Botanical Resurrection Serum and the Diamond-Infused Revitalizing Eye Formula” [16]), which is meant to satirize the overwrought promises offered by such products.

Social media is also significant in the contemporary skincare industry. Partially influenced by the pandemic, skincare videos have become prevalent on social media platforms like YouTube, TikTok, and Instagram.