Recent trends in color cosmetics are leading to shifts in how US consumers are allocating their beauty spending, according to Mintel’s Color Cosmetics US 2015 report. One of the latest trends driving interest in the category is bold, groomed brows, with 25% of American women using eyebrow pencils and one in five women wearing eyebrow makeup on a regular basis (19%).  

In line with the bold and defined eye trend, multi outlet (MULO) sales of eyeliner have grown by 5% since 2014, with long-lasting results and precise application driving strong segment gains. In contrast, the facial makeup trend of “less is more” has some wearers opting for lighter-weight products, including 17% of US women who wear BB cream regularly, according to Mintel.  

The trend-driven nature of the color cosmetics category has historically translated to sales volatility. However, growth in the roughly $10 billion color cosmetics category has steadied, with Mintel expecting continued gains of 2-3% on a yearly basis through 2020.  

Overall, eye makeup is currently the strongest performing segment, growing 4.3% between 2013-2015, driven largely by the popularity of bold eyebrows which has spurred the launch of brow-specific products in the mass and prestige ends of the market. Mintel data highlights MULO sales of eyebrow cosmetics have nearly doubled since 2010.