NPD: Makeup Sales Decline in Q3NPD: Makeup Sales Decline in Q3

According to The NPD Group’s “2020 Industry Pulse” survey, during the third quarter of 2020, sales of U.S. prestige beauty products were $3.7 billion, a 17 percent decline in sales over Q3 2019 and a softer decline than was seen in Q2 of this year.

The NPD study found that makeup sales declined across almost all segments in Q3 compared to the same period last year, with the exception of nail products (up 13 percent) including nail color, base/topcoats, nail care and nail tools and accessories.

NPD also reported that body products led to gains for skincare in Q3, up 17 percent, with gains for category leaders including cleansers, creams/lotions and exfoliators. Both body and facial exfoliators sold well, up 48 percent and 15 percent, respectively. Sales of hand soaps* grew by 134 percent.

The report found that higher concentration fragrances offering a longer lasting scent such as parfums and eau de parfums grew for the quarter, as did fragrance gift sets. Home scents grew by 21 percent, driven by candles. 

Hair product sales also rose by 11 percent, with all areas of the category growing except for hair styling. Hair masks, hair color and other hair care including primers and treatments were among the fastest-growing areas of the market.

“We are seeing two stories unfold for beauty – one of stagnation and the other of recovery. Though it remains a powerful force in the industry, the needle has yet to move in a positive direction for makeup, as 70 percent of consumers scaled back their usage of the category this year,” says Larissa Jensen, beauty industry advisor, The NPD Group. “Alternately, the shifting consumer priorities toward self-care and treating themselves to little luxuries has helped both skincare and fragrance to enter a phase of recovery. Hair continues to grow in this stormy year, with double-digit gains across most areas of the market.”

*Hand soaps include those tracked under body skincare and fragrance ancillaries.