Brows market goes from strength to strength

Image:  Lash Perfect

The trend for big brows continues to grow; accounting for £6.5m in UK prestige beauty sales from January to May 2014, according to global information company NPD Group.

The figures show a rise of 52% on the same period in 2013 and the NPD Group says celebrity culture and brow bars is driving the growth.

The rise in specialist treatments such as brow extensions have also helped brows remain an important part of any beauty ritual.

“Brows keep getting bigger,” said June Jensen, director of UK Beauty for The NPD Group. “Power brows are now an essential make-up look. Early adopters of the trend were inevitably, the fashion set, but the look has now become main stream.”

Jensen continued: “Cara Delevingne is the trend-setting brow icon of our age. However, a more exaggerated brow look has become prevalent on the high street, popularised by reality television stars from TOWIE and Geordie Shore,”

The best-selling brands for brow products include specialist make-up ranges and skincare houses including Benefit, Bobbi Brown, Clinique, Estee Lauder and MAC.

Lip liner also performed well in the make-up category, growing by 27%, followed by eye shadow, which grew by 19% compared with the same period last year (YTD May 2014).

The growth of the brows market is not confined to the UK, with sales of brow products in the US reaching $57.6m (£33.6m) in the first five months of 2014.

While the year-on-year increase in sales was not quite as significant in the US as in the UK, sales still grew by a strong 31% between 2013 and 2014.