The prestige lip market is now valued at £80.4 million, having grown by 16% in the first half of 2025 - nearly twice the rate of the overall makeup category.
Growth is also three times faster than the eye makeup market, according to new data from Circana released to commemorate National Lipstick Day tomorrow, 29 July.
While 2025 has presented challenges for many, an increasing number of consumers are embracing self-care, choosing nourishing and moisturising lip products that support both their physical and mental wellbeing.
This trend reflects the ‘lipstick effect’ - the idea that consumers continue to invest in small luxuries like lipsticks even during difficult economic times.
The lip makeup market boasts a wide variety of formats - such as balms, oils, pencils, glosses, and lipsticks - with hydrating products leading the charge, experiencing the fastest growth at 21% year-on-year compared to 2024.
Nostalgia has also influenced many trends so far in 2025 and the 90s remain a consistent source of inspiration.
In particular, nostalgic trends like brown lip makeup are driving demand, with overall lip liner sales rising 38% year-on-year and brown lip liners specifically surging 45%.
The news arrives as brands and retailers like Sephora, MAC Cosmetics and Fenty Beauty gear up to celebrate National Lipstick Day, unveiling plans for special discounts and engaging activations to commemorate the annual event.
