Athleisure trend has led to significant growth across the makeup industry, including in foundation, primers, waterproof mascara, lip color products and more.
Prestige makeup sales in the U.S. have increased 11 percent to $7.6 billion in the 12 months ending February 2017, according to The NPD Group.
Accounting for more than 80 percent of total industry gains, the growth in the category also coincides with the rising popularity of activewear and makeup as the latest workout essential.
Within the makeup category, overall foundation sales grew by 8 percent during the 12-month period. However, long wear foundation sales increased 13 percent, while basic foundation saw a decline. Meanwhile, concealer sales increased by 17 percent and powder by 7 percent. Growth in eyebrow makeup also grew by 31 percent and lip color sales increased by 18 percent.
Furthermore, the industry has also seen sales increase for products designed specifically to help makeup last, including primer sales for the face (16 percent), eyes (6 percent) and lips (23 percent). Waterproof mascara (16 percent) and eyeliner (7 percent) also led gains in their respective categories.
Additionally, dry shampoo sales grew by 66 percent.
“In today’s image-driven society, the bar has been raised to maintain a perfected ‘natural’ appearance virtually around the clock,” says Karen Grant, global beauty industry analyst, The NPD Group. “With heightened focus on appearance, the door opens for manufacturers and retailers to fill the need for consumers seeking increased usage of beauty products that can hold up to the rigors of our active lives–including a workout–to look good before, during and after working out. “