Sales of prestige brow products reach £20m

Sales of prestige brow products reached £20m in 2015, according to research by global information company The NPD Group.

1.1 million brow products were sold last year and the best-selling brands in the category included specialist make-up ranges and prestige skincare houses with an established make-up line. 

Sales have grown by 210% since 2011, increasing from a 6% value share of the total eye market to 12% in 2015 – adding sales of £13.6m.

It’s believed that the trend for big brows, as well as the rise of brow bars and specialist treatments like brow extensions, is driving the growth.

“Brows are now an essential make-up look. Early adopters of the trend were inevitably, the fashion set, but the look has now become mainstream,” said Teresa Fisher, senior account manager at NPD UK Beauty.

“The sale of prestige brow products continues to increase, reporting double-digit growth year-on-year. Brands are capitalising on the popularity of this sector with new product development that is both innovative and exciting. We predict that brows will continue to get even bigger.”

In 2015 the best-selling brands were Benefit, Bobbi Brown, Clinique, Estée Lauder and MAC.