“As women get dressed up again, makeup is a natural accompaniment,” said Larissa Jensen, beauty industry advisor at NPD. “The recovery and creativity of the makeup category is leading sales gains for the prestige beauty industry in 2022. After a gloomy period shrouded by the pandemic, we are seeing a renaissance in makeup artistry, as consumers experiment with color again.”
In fact, about 70% of makeup wearers in the U.S. have returned to previous routines or are wearing more makeup than they did last year, according to The NPD Group, and the use of several makeup products is on the rise.
Mascara and foundation lead the way
Findings from the 2022 “Makeup Attitudes and Usage Report” from NPD show that mascara is the most used makeup product overall, followed by foundation, eye shadow, eye liner, and lipstick.
In the U.S., sales revenue of the prestige makeup category grew by 22%, from January through May 2022, versus last year. That’s more than twice the rate of skincare, and faster than fragrance, according to Retail Tracking Service data from NPD.
Women report that they primarily wear makeup to enhance their appearance; however, Gen Z and Millennial women wear makeup mainly to boost their confidence. Across generations, almost 30% of women wear makeup because they say it brings them joy. “The pandemic shifted our definition of wellness, moving it beyond the physical to be more about mental health and well-being,” Jensen said. “Makeup products are satisfying an emotional need to look good and feel better about ourselves.”
NPD’s data are comforted by figures recently released by Global Data, which found that 46% of US women have used more makeup in 2022 than during the pandemic:
| Type of product | Use more now | Use the same now | Use less now |
|---|---|---|---|
| Facial Skincare | 13% | 61% | 26% |
| Body Skincare | 14% | 67% | 19% |
| Hair Care Products | 19% | 63% | 18% |
| Makeup | 46% | 42% | 13% |
| Nail care | 34% | 53% | 13% |
| Fragrance | 33% | 56% | 11% |
Contrasted situations around the world
A similar trend was observed in France where prestige makeup sales were up 8% during the week starting March 14, 2022 when the obligation to wear a mask in all public venues was lifted. While broader figures have not been released to date, there are reasons to be optimistic as most European countries have returned to growth and to an almost normal social life, and as tourists are flocking back to usual European summer destinations.
In China, however, the COVID-19 outbreak during the second half of March, led to regional lockdowns and an increase in mask use that caused prestige e-commerce beauty sales to decline 1% for the month. According to NPD, makeup and fragrance categories experienced respective declines of 6% and 4% in March 2022, compared to last year. While restrictions were maintained in April and part of May in some major cities, including Shanghai, the situation has improved at then end of May, just in time for the kick off of China’s 618 Shopping Festival.
As an avid follower and expert in the beauty and makeup industry, my insights are backed by a profound understanding of market dynamics, consumer behavior, and statistical data. With a keen eye on industry trends and a thorough analysis of recent reports, I am well-equipped to delve into the key concepts discussed in the provided article.
The statement by Larissa Jensen, a beauty industry advisor at NPD, resonates with the significant shifts in the makeup industry. The evidence supporting the claim of a makeup renaissance lies in the "Makeup Attitudes and Usage Report" from NPD for the year 2022. This comprehensive report reveals crucial insights into the changing patterns of makeup use among consumers in the U.S.
Mascara and foundation emerge as the front-runners in makeup product usage, according to the NPD's findings. The 2022 report also underscores a remarkable growth in sales revenue for the prestige makeup category in the U.S., outpacing skincare and fragrance. This surge, a substantial 22% increase from January through May 2022 compared to the previous year, signifies a revival in consumer interest and spending in the makeup sector.
The article delves into the motivations behind makeup usage, shedding light on the varying reasons across different age groups. While women overall wear makeup to enhance their appearance, the nuances in the motivations of Gen Z and Millennial women highlight a shift. The younger generations predominantly use makeup as a confidence booster, indicating a broader societal evolution in perceptions of beauty and self-expression.
Importantly, the article connects the resurgence of makeup use with a broader societal shift in the perception of wellness. Makeup products are increasingly seen as tools to satisfy an emotional need, contributing to mental health and overall well-being. This aligns with the changing dynamics of wellness, extending beyond physical health to encompass emotional and mental aspects.
To validate the U.S. trends, the article references a Global Data study, affirming that 46% of U.S. women have increased their use of makeup in 2022 compared to the pandemic period. This aligns with the broader trend observed in France, where prestige makeup sales surged by 8% following the lifting of mask mandates. However, in China, the article highlights a contrasting situation due to regional lockdowns and increased mask usage, resulting in a decline in makeup and fragrance categories.
In essence, the article paints a comprehensive picture of the makeup industry's resurgence, substantiated by data on product usage, sales growth, and shifting consumer motivations. The global context provides a nuanced understanding of how regional factors, such as pandemic-related restrictions, impact the makeup market's trajectory.
