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Vegan mascara, longwear matte lipsticks and wellness-inspired foundation lead the way in new products.
By: Melissa Meisel
March 2, 2022
Masks go on. Masks come off. But there’s still one constant for the face—color cosmetics. Consumers can play up the eye region during mask season and then celebrate lipstick during better times. And all year long, shoppers are stocking up on multi-faceted makeup that, in step with the past two years, impart wellness benefits as well as fitting into a more streamlined routine. In short, consumers crave next-level color cosmetics to put their best faces forward, no matter what life brings next. Eye cosmetics sales jumped 15.7% to $2.1 billion, facial cosmetics sales increased 8.7% to $1.8 billion and lip cosmetics sales rose 11.5% to $693 million, according to data from Information Resources Inc. (IRI) for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended Dec. 26, 2021. For a deeper look into the categories, check out the chart on p. 40. US prestige beauty sales reached $22 billion in 2021, a 30% jump in dollar sales, versus 2020, according to The NPD Group. Makeup sales soared 23% to $7.1 billion, according to the market research firm. “The beauty industry is unique in its ability to instill self-confidence and change the way people feel,” said Larissa Jensen, beauty industry advisor at NPD. “These timeless abilities keep our industry relevant and important in the minds of our consumers—regardless of circumstances or lifestyle changes.” In the spirit of consumers putting their best faces forward to re-enter society, face makeup product sales—including foundation, primer and tinted moisturizer—grew double digits, as did makeup-setting sprays and removers, according to NPD. The makeup category benefited from a return to consumer interest in makeup artistry, with additional growth observed for cream and stick blushes and other products prevalently used in YouTube videos and other social media, according to NPD. Moreover, brands born from makeup artists and social influencers had the highest revenue gains among all the makeup brand types. “As we move through 2022, the beauty companies that will thrive are those that harness the industry’s unique ability to spread joy, while also recognizing the opportunities of a changed consumer and retail environment,” said Jensen. “We can expect more change to unfold in 2022, but, along with these changes, new opportunities for the beauty industry will present themselves.”
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