Color cosmetics is in the midst of a major comeback. As more consumers return to work, travel and socializing in a post-COVID world, they are not only returning to their pre-pandemic makeup routines, but kicking them up a notch as they experiment with bold pops of color and makeup that offers skin care benefits—and beauty brands are heeding the call.
U.S. prestige beauty sales have been on the upswing over the past year, with the color cosmetics category following suit.
According to The NPD Group, prestige makeup sales revenue in the third quarter of 2022 surpassed 2019 unit and dollar sales, growing 15% in Q3 2022 and totaling $2.1 billion. Revenue for prestige makeup jumped 22% year-over-year in Q1 and 18% year-over-year in Q2.
The NPD Group’s “Makeup Attitudes and Usage Report” found that women are gradually returning to their previous makeup routines now that most mask requirements have been lifted and more people have been getting back to their pre-pandemic activities. About 70% of U.S. makeup users have reverted to their previous makeup regimens or are wearing more makeup than they did prior to the pandemic lockdown.
“As women get dressed up again, makeup is a natural accompaniment,” said Larissa Jensen, beauty industry adviser at The NPD Group, in a research note. “The recovery and creativity of the makeup category are 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.”