“The big story for the first quarter is that, as we predicted, growth in beauty, and in each category, is softer compared to Q1 of 2018,” said Larissa Jensen, beauty industry analyst, NPD Group. “Despite the slowdown, there remain pockets of growth and opportunities, even in a declining category like makeup. Identifying and winning in those areas will lead to success.”
In makeup, setting spray (+19%) and tinted moisturizer (+11%) were the fastest growing segments within face makeup. Lip color sales fell by 8% but gloss gained by 4%, according to NPD’s data. Eyebrow makeup (+6%) and false eyelashes (+18%) continued their positive trend within eye makeup. Overall, the category dipped four percent to $1.8 billion
Both the men’s and women’s skin care markets grew by five percent, hitting $1.4 billion. Natural brands accounted for 27% of Q1 skin care sales and collectively grew by 8%. More good news: More good news: sunscreen sales have been hot – sales grew by 22% pin Q1, and self-tanner sales by 20%.
Fragrance juice sales grew by 4% for women and 6% for men. The home scents market was down, and even 14% growth in diffuser sales could not offset declines in candles, said NPD.
The sector that fared the best overall was haircare, which recorded a 14% gain, rising to $175.8 million in the quarter.
“Much of the growth happening in the first quarter should continue through at least the first half of the year, even as overall performance softens. While some challenges may lie ahead, 2019 remains an exciting time for our industry. Listening to the consumer, maintaining a pulse on category trends, being open to change and adjusting in real time is what will drive success in today’s fast paced environment,” said Jensen.