UK make-up sales up 229% since reopening post-Covid-19 lockdown
The Government’s roadmap out of coronavirus lockdown has had a positive impact on the UK make-up industry, with sales of prestige make-up soaring +229% in the first two weeks when non-essential retail and outdoor dining reopened.
According to market analysts The NPD Group, from April 11–24 prestige make-up sales in most sub-categories reported an incredible triple-digit growth as consumers returned to some of their key make-up essentials.
Tinted moisturiser was the most sought after product, with sales soaring +267% in this time period, followed closely by foundation (+253%) and bronzer (+173%), the report found.
The Government’s plan to contain the Covid-19 virus is still impacting UK make-up buying habits though, with people still making the most of their eyes while face coverings are required in shops, on transport and more.
Sales of mascara rose by +287% during this time, eyeliner +283% and fake eyelashes +307%, showing that 2021 make-up is all about the eyes, the report found. Check out the fox eye make-up look which is all the rage this year.
Despite mask wearing still being mandatory, the total sales of lip products has also increased by +190% in those first two weeks in April, with lip liner purchases up +434% and lip gloss +185%. The analyst states this marks a dramatic shift from 2020 when many consumers opted for a pared back, more natural look in Covid-19 lockdown.
“2020 was a very challenging year for the prestige make-up sector. We’re very pleased to see that consumers have not lost their love of wearing make-up and this has been demonstrated by their eagerness to embrace a more made-up look as they return to physical stores and start going out to socialise again,” said Emma Fishwick, account manager at NPD UK Beauty.
“We expect this trend to continue as restrictions are eased further over the coming weeks and months.”
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