Easing of lockdown sparks triple-digit leap in makeup sales

Luxury make-up sales spiked 229% in the first two weeks that retail and outdoor dining resumed post-lockdown, as UK consumers re-embraced the category, new data from The NPD Group shows.

The leap follows a tough year for the luxury makeup market which was dealt a blow by Covid-19, with sales having slipped from £2.6bn in 2019 to £2bn in 2020.

However, spend has rebounded in recent weeks following the easing of lockdowns and the return of socialising in outdoor bars, pubs and restaurants, the NPD Group said.

In the two weeks from 11 April 2021 to 24 April 2021, prestige make-up sales in most sub-categories reported triple-digit growth.

Foundation sales increased by 253%, tinted moisturiser sales increased by 267% and bronzer sales by 173%.

Total sales of lip products meanwhile, increased by 190% in the first two weeks following the reopening of retail.

Lip gloss sales rose by 185% and lip liner sales by a massive 434% in this period.

Sales of eye make-up, which have become an “important part” of the new mask-wearing ritual, also showed strong growth in the two weeks to 24 April, with sales of mascara up by 287%, while sales of eyeliner and eyelashes increased by 283% and 307% respectively.

NPD UK Beauty account manager Emma Fishwick said: “2020 was a very challenging year for the prestige make-up sector.

“We are 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 in England, with Scotland and Wales following soon afterwards.

“We expect this trend to continue as restrictions are eased further over the coming weeks and months.”