Unit sales of prestige make-up products decline 20% compared to pre-pandemic levels, reports The NPD Group

London: 25th October 2022: According to The NPD Group, which recently merged with Information Resources, Inc. (IRI®) to create a leading global technology, analytics and data provider, unit sales of prestige make-up products declined 20% from January to the end of August 2022, compared to the same period in 2019. The market for prestige make-up products in the UK was valued at £334M, a decline of 25% in comparison with the same period in 2019.

Make-up sales have been particularly impacted by the shift to remote and hybrid working, a decline in tourism and an increase in reliance on products that multi-task such as lip and cheek tints and foundations with skincare benefits.

Streamlining make-up routines

Beauty buyers appear to be streamlining their make-up routines for a more pared back approach. Skin preparation products have seen some of the most dramatic declines since the beginning of the pandemic. Unit sales of Lip Primer declined 54% and unit sales of Eye Primer declined 43% in the period from January to the end of August 2022, compared to the same period in 2019. 

Emma Fishwick, Account Manager, NPD UK Beauty explains: “There is an evident decline in sales of primers across all make-up segments including face, eye and lip, suggesting that consumers are skipping the “Prep” make-up step and seeking alternative methods through skincare products. They maybe purchasing foundation products with in-built primer benefits or relying on one product at the end to keep in place such as setting spray.” Unit sales of setting spray products increased 35% in the eight-month period compared to before the pandemic. 

Nail Sales

Contrasting the decline in total make-up unit sales there has been an 18% increase in sales of nail units compared to pre-pandemic levels, as consumers aim to do their manicures at home to save money. 

Emma Fishwick, Account Manager, NPD UK Beauty explains: “The “Natural Look” in make-up is not a new trend, but sub-segments such as Highlighters and Eye Shadows declined faster than the whole market and suggests that consumers are going back to basics. Post-pandemic, priorities have changed and many consumers are choosing a more minimalist approach to make-up.”

About Circana
Circana is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand and outpace the competition. Learn more at www.circana.com.

Press Contacts

Ananda Roy

Email:   Ananda.roy@circana.com
Phone: +44 (0) 7730 912 077

Teresa Horscroft

Eureka Communications
Tel: +44 (0)1420 564346
Mob: +44 (0)7990 520390