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Athleisure Moves into Makeup

April 17, 2017

Consumers want to look pretty while they get fit!

Active wear today is no longer exclusive to athletic apparel; recent growth in key makeup categories coincides with the rising popularity of makeup as the latest workout essential. Prestige makeup sales increased by 11 percent to $7.6 billion in the 12 months ending February 2017, accounting for over 80 percent of  total industry gains, according to global information company The NPD Group. Growth in foundation, primers, eye brow, and lip color products, as well as those formulated to be long-lasting and waterproof, are playing into the trend.
Foundation sales grew by 8% during this period, driven by long wear foundation and those with added benefits. Longwear foundation sales increased by 13%, while basic foundation saw a decline. Concealer sales increased by 17% and powder by 7%, the latter which has now surpassed blush sales. Completing the makeup package, growth in eyebrow makeup accelerated to 31% and lip color sales increased by 18%. 

“In today’s image-driven society, the bar has been raised to maintain a perfected ‘natural’ appearance virtually around the clock,” said Karen Grant, global beauty industry analyst, The NPD Group. “With heightened focus on appearance, the door opens for manufacturers and retailers to fill the need for consumers seeking increased usage of beauty products that can hold up to the rigors of our active lives – including a workout – to look good before, during, and after working out."

Makeup has seen sales increases for products designed specifically to help makeup last; primer sales for the face (+16%), eyes (+6%), and even lips (+23%) have grown. Waterproof mascara (+16%) and eyeliner (+7%) led the gains in their respective categories. To freshen up after a workout, dry shampoo sales increased by 66%, according to NPD.