Prestige makeup sales increased by 11% to $7.6 billion in the 12 months ending February 2017, accounting for over 80% of total industry gains, according to The NPD Group. Growth in foundation, primers, eyebrow and lip color products, as well as those formulated to be long-lasting and waterproof, are playing into the trend.
Foundation sales grew 8%, driven by longwear foundation and those with added benefits. Longwear foundation sales increased 13%, while basic foundation sales fell. Concealer sales increased 17% and powder rose 7% to surpass blush sales.
Completing the makeup package, growth in eyebrow makeup accelerated 31% and lip color sales increased 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, NPD. “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 witnessed 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.