Prestige makeup remained the top prestige beauty category based on sales volume in Q1 2025, per Circanaa, but still dropped 1% in dollar sales. Notably, face and eye categories struggled, but stick formats performed well, particularly eye shadows and foundations (both up in the double digits), which actually outshone traditional formats in those categories. Meanwhile, lip products, long a boom sector for makeup, was flat. That said, lip oils, balms and liners did achieve growth.
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Prestige makeup remained the top prestige beauty category based on sales volume in Q1 2025, per Circanaa, but still dropped 1% in dollar sales. Notably, face and eye categories struggled, but stick formats performed well, particularly eye shadows and foundations (both up in the double digits), which actually outshone traditional formats in those categories. Meanwhile, lip products, long a boom sector for makeup, was flat. That said, lip oils, balms and liners did achieve growth.
A cursory review of the fastest-growing segments in makeup reveals a blend of convenience and skin-loving ingredients. In this article, we explore these high-growth categories and provide actionable insights for beauty marketers and product developers looking to stay ahead of the curve.
Stick Formats: the Convergence of Color Payoff, Convenience & Skin-friendly Ingredients
The popularity of stick formats is likely driven by a range of benefits, including portability and convenience, minimizing mess and delivering travel-friendly experiences---typically without the need for additional tools. At the same time, many stick products provide multi-use functionality, as seen with Milk Makeup’s Lip + Cheek Cream Blush Stick and Lip Color or Tarte’s Maracuja Juicy Lip & Cheek Multi-Stick. This simplifies beauty routines and saves consumers money. In addition, stick formats provide greater control and precision in application, further simplifying rituals.
Eye Shadow Sticks for Long-Lasting, Effortless Wear
The eye shadow stick category is well-populated, featuring SKUs such as Bobbi Brown’s Dual-Ended Long-Wear Waterproof Cream Eyeshadow Stick; Ilia’s Eye Stylus Shadow Stick—Long-Lasting Cream Eyeshadow, featuring antioxidant upcycled grape extract; Rare Beauty by Selena Gomez’s All of the Above Weightless Eyeshadow Stick; Milani’s Gilded Eyeshadow Sticks; Tarte’s Quick Stick Waterproof Shadow & Liner, featuring Amazonian clay for better wear, mineral pigments for soothing and softening the lids, and antioxidant vitamin E.
Foundation Sticks with Skin-Loving Ingredients
Stick formats performed well in Q1 2025, particularly eye shadows and foundations (both up in the double digits).sutulastock at Adobe Stock
Packaging Solutions for Makeup's Stick Format Craze
ICONS America's click pens are ideal for liquid formulations, including lip oils, glosses, stains, concealers, and targeted treatments for lips or eyes.ICONS America
She adds, "One of our latest transformations is our versatile range of click pens with skin care-inspired applicators. The range includes heart shaped and teardrop shape applicators featuring a stainless steel ball at the center designed to enhance user experience with a calming touch."
The click pens feature a 2 ml capacity and are designed with a durable PP cap, base and holder. They are ideal for liquid formulations, including lip oils, glosses, stains, concealers, and targeted treatments for lips or eyes.
"As demand grows for lip color that does more—think nourishing balm hybrids, high-shine oils, and skin care-inspired textures—brands are rethinking how packaging can keep up," says Stephanie Rowntree, international product manager, HCP Packaging. "It’s no longer just about looking good; it’s about delivering on performance, sustainability and that all-important feel in the hand."
"As demand grows for lip color that does more—think nourishing balm hybrids, high-shine oils, and skin care-inspired textures—brands are rethinking how packaging can keep up," says Stephanie Rowntree, international product manager, HCP Packaging. "For premium launches, HCP’s Harmony Luxe Trimline (pictured) hits the mark."HCP
Rowntree concludes, "Both formats are built with balm textures in mind, using guided mechanisms to ensure smooth, high-performance application. And with full customization options, they give brands the flexibility to stay visually on-brand while aligning with the growing shift toward responsible beauty."
The Lip Category’s Vibe Shift
In 2024, according to Circana data, lip products were the top makeup category performers in the United States, increasing 19% on the strength of hybrid products with color payoff (fun) skin care benefits (functionality). Leading lip formats included oils and balms.
While the lip sector is a bit more challenged in 2025, oils, balms and select other formats show resilience—and continued growth.
Trending Tinted Lip Oils: Hydration Meets Color
Like the stick sector, tinted lip oils merge color with skin-friendly formulations.Revolution Beauty
Other products in the space include Tower 28 Beauty’s ShineOn Lip Jelly Hydrating Non-Sticky Lip Oil, featuring soothing apricot kernel oil, raspberry seed oil for defense against free radicals and environmental aggressors, and regenerating rosehip oil; Gisou’s Honey Infused Hydrating Lip Oil, featuring the company’s signature moisturizing Mirsalehi and hydrating/smoothing hyaluronic acid; Too Faced’s Kissing Jelly Hydrating Lip Oil Gloss, featuring jojoba and sunflower seed oils; Rare Beauty by Selena Gomez’s Soft Pinch Tinted Lip Oil Stain, which also features jojoba and sunflower seed oils; and Saie’s Glossybounce High-Shine Hydrating Lip Gloss Oil, featuring hyaluronic acid for a moisture-plumped look, jojoba oil for soothing chapped lips, and conditioning shea butter.
Lip Balms Combining Color and Care
Lip balms drove growth in Q1 2025, while the wider lip makeup category was flat.Frederica Aban at Adobe Stock
A thriving category requires unique packaging solutions.
"With beauty-meets-care hybrids continuing to gain traction, HCP partnered with Yepoda on the launch of their refillable Multi-Balm, a nourishing essential designed for simplified routines and standout results," says Stephanie Rowntree, international product manager, HCP Packaging. HCP/Yepoda
Rowntree adds, "With five dewy tints, the premium style and rechargeable format, this pack is a modern take on the balm category—serving beauty minimalists and skin care loyalists alike. We love how this launch blends form and function, perfectly in step with today’s ingredient-led, pared-down beauty rituals."
HCP also worked with Clarins on another distinctive launch in the balm sector.
HCP worked with Clarins on a distinctive launch in the balm sector.HCP/Clarins
Rowntree adds, "A sleek champagne gold base is paired with a color-matched translucent cap and finished with a debossed metallic logo band—creating tactile branding that enhances both the visual and sensory appeal. This refined trimline mechanism not only supports the soft balm-oil hybrid formula, but delivers both performance and prestige."
Lip Liners Gain Definition
Sacheu became TikTok famous with the launch of its Lip Liner Stay-N, which also figured prominently in the brand’s array when it entered Ulta Beauty in December 2021. Sacheu
In July 2025, Spate reported that Sacheu achieved "7.7K average monthly searches on Google and 63.6M average weekly views on TikTok." Furthermore, the firm reported that the brand "has grown by 259.6%" versus 2024 "across platforms." Search volume was spurred by the brand's viral lip stain, which Spate said reflects "a broader consumer interest in low-maintenance, long-wear beauty solutions."
Other SKUs in the space include Rare Beauty by Selena Gomez’s Kind Words Lip Liner; Charlotte Tilbury’s Lip Cheat Lip Liner; Saie’s Lip Liner 101: Creamy & Nourishing Lip Pencil, featuring hydrating meadowfoam oil, moisturizing jojoba seed oil and vitamin E-rich shea butter; and Morphe’s Soulmatte Filling Gel Lip Liner, featuring vitamins and antioxidants via sweet almond and tea seed oils.
10 Marketing & Product Innovation Takeaways
- Stick formats are trending: The popularity of stick products for eyes, lips and face stems from their convenience, portability and mess-free application. They also offer multi-use functionality, simplifying routines for consumers.
- Emphasize hybrid benefits: Consumers are gravitating toward products that combine makeup with skin care benefits, such as hydration, antioxidant protection and soothing ingredients.
- Multi-use functionality is key: Products like lip-and-cheek sticks and foundation sticks that serve multiple purposes provide value and appeal to simplifying beauty routines.
- Eye shadow sticks are rising: Long-lasting, easy-to-use eye shadow sticks with antioxidant and skin-soothing ingredients are gaining traction, catering to consumers seeking effortless wear.
- Focus on skin care-infused foundations: Foundation sticks featuring hydrating, calming and redness-reducing ingredients like hyaluronic acid, green tea extract and aloe vera are a hit with consumers prioritizing skin health.
- Leverage lip oils' dual appeal: Tinted lip oils that combine hydration with a pop of color (e.g., featuring hyaluronic acid and plant-based oils) are meeting consumer demand for fun yet functional products.
- Tinted lip balms remain resilient: Products that blend color with moisturizing and nourishing ingredients, such as shea butter and vitamins, are driving growth in the lip category.
- Highlight natural and clean ingredients: Consumers increasingly value products with plant-based oils, vitamins and antioxidant-rich ingredients for both functionality and ethical appeal.
- Portability and ease matter: Across all categories, products that simplify application and are easy to use on the go resonate with busy, modern consumers.
- Position products as skin care-makeup hybrids: Market products as offering both cosmetic and skin-loving benefits to align with evolving consumer preferences for multifunctional beauty solutions.
Footnotes
