2025’s Makeup Trends Move Beyond Lips & Blush

For the first six months of 2024, the U.S. lip makeup segment was a juggernaut, expanding by 21% in dollar terms and 23% in unit terms. But that's far from the full story for brands seeking innovation opportunities.
For the first six months of 2024, the U.S. lip makeup segment was a juggernaut, expanding by 21% in dollar terms and 23% in unit terms. But that's far from the full story for brands seeking innovation opportunities.
Cultura Creative at Adobe Stock

In recent quarters, color cosmetics have consistently featured two superstar categories—lips and blush. However, digging into emerging data, other opportunities emerge, pointing to a select resurgence in eye segments, as well as unmet concerns that could drive product innovation and marketing initiatives for brands in 2025 and beyond. Let’s get into the data.

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