Industry observers were already predicting a drop in makeup sales because more women were opting for the natural look and casualisation across several demographics.

The NPD Group is one of the leading trackers of the global beauty and personal care industry and the 8th largest market research company in the world.

One of its recent reports – The Changing Face of Makeup – confirmed that nearly 25 per cent of women in the US are using the same amount or less makeup.

Findings that contributed to the flatlining of the US prestige beauty market in 2019 to US$18.8 billion.

Prestige colour cosmetics sales slumped 7 per cent, but the category retained its number one position with revenues of US$7.6 billion.  

Sectors that continued to grow last year were – skincare –  up 5 percent to US$5.9 billion – fragrance – up 2 per cent to US$4.5 billion – and prestige haircare which enjoyed double digit growth of 16 per cent.

Natural  brands represented 30 per cent of prestige skincare sales in the US last year, following growth of 14 per cent.

Cleansers, moisturisers and targeted products such as acne treatments, brighteners, exfoliators and lip treatments were the heros across overall premium skincare sales.

The top-ranked designer fragrances continued to propel the lion’s share of sales.

Artisanal fragrances delivered the fastest growth rate and there was a shift to stronger concentrations with perfume sales up 49 per cent and eau de parfums jumping 9 per cent.

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