Sales of illuminating make-up soar 7% thanks to the #glowingskin movement

UK sales of prestige glow make-up soared 7% in the period between January to June 2019, according to The NPD Group's latest report. Whereas overall make-up sales have declined 7% in this time period compared to last year, the sales of products which produce a glow or illuminating effect have grown, now valued at £2.2 million.

New products are believed to be the main driving force behind this increase, with more than 20 launches of glow make-up occurring in the first half of this year. These products include highlighters, primers, glow, highlighting and illuminating palettes, and powders.

This change has been reflected in social media use also, with #glowingskin used more than 3.5 milion times on Instagram and #glowingmakeup 293,000.

This follows a recent 114% increase in sales of prestige foundations, also reported by The NPD Group. A greater interest in "prestige" products can perhaps be attributed to a greater effort to achieve inclusivity in the make-up industry, with many brands making strides in this initiative. 

"The growth of glow make-up demonstrates that today's savvy consumer is looking for products that enhance the skin while producing a more radiant, natural look," director of NPD UK beauty June Jensen says.

"In a challenging retail environment, it's important that brands understand the appeal of these product lines and adapt their marketing campaigns and retail experience to meet the needs of today's demanding customer."