Trend for fuller brows drives boom in make-up sales

Sales of eyebrow makeup soared 41% over the past year, as consumers look to create fuller and thicker eyebrows.

Research from NPD Group found that all make-up categories experienced a rise in value sales for the year to December 31 2012, with eyebrow make-up topping the list. This was followed by make-up sets, which saw sales jump 21% and what they term nail make-up, up 15%.

Despite the tough economy, the research found that consumers have not cut their spend on make-up, with make-up sales up 11% year on year across all categories. This was twice as much as the total beauty market, also comprising fragrance and skincare, which rose 5% in 2012. Make-up accounted for 18% of all prestige beauty sales in 2012, 2% more than the previous year.

The average sales price across skincare in 2012 was £27.23 while make-up was considerably less at £21.00. 

June Jensen, director for NPD Group Beauty UK, said: “With the average price of a make-up product a good deal more affordable than other prestige beauty items, it really is an affordable indulgence. Continuing to buy prestige beauty products that provide a little bit of luxury is a trend we’ve seen throughout the current challenging economy.”