A Slowing Lip Boom Requires New Innovation: Micro Briefing

In the first half of 2025, prestige lip product sales grew 3% year-over-year, per Circana, driven in part by lip contouring products such as lip liners. On the other end of the spectrum, lip products represented the only growth area for mass makeup during the period. However, this growth was notably slower than in recent periods.

In a September 2025 analysis, Circana’s Natallia Bambiza noted that lip liners remained “among the fastest growing subsegments and top gaining contributors to both prestige and mass makeup sales, growing 28% and 36%, respectively, so far this year.”

Spate reported in January 2025 that Sacheu's Lip Liner Stay-N, Nyx's Suede Matte Lip Liner and Make Up For Ever's Artist Color Pencil Lip Liner were top performers in the sector.

Meanwhile, a September report from Trendalytics highlighted rising interest in sheer wearing lip products, particularly lip glosses and lipsticks. Leaders in the trend included Summer Friday’s Lip Butter Balm and Dior’s Addict Lip Glow, per the report. Other SKUs in the space include Refy's Lip Blush, offering sheer wear, as well as Nars' Afterglow Sensual Shine Lipstick, “a color-meets-care hybrid lipstick with dimensional shine and hydration,” and Violette_FR’s Bisou Balm sheer matte lipstick.

This collective data strongly suggests that product developers should concentrate on developing innovative, multifunctional lip products. These products must seamlessly blend desirable features such as hydration, dimensional shine and buildable wear. Marketers can capitalize on this momentum by emphasizing these key benefits in campaigns and leveraging popular social media platforms to showcase how these products enhance everyday and bold looks alike.

Innovation Inspo: New Lip Makeup Concepts

A New Pencil is Sharpening the Future of Sustainable Makeup

Tokiwa Cosmetics Corporation recently unveiled its EcoLux Pencil at MakeUp in New York (MUINY). This 100% paper-packaged color cosmetic pencil is designed with sustainability and functionality in mind; it’s completely plastic-free, featuring a layered paper barrel that reportedly ensures strength, prevents oil bleeding and reduces environmental impact. EcoLux uses only 1/10th of the wood seen in conventional pencils, while maintaining exceptional durability.

The EcoLux Pencil is designed with sustainability and functionality in mind; it’s completely plastic-free, featuring a layered paper barrel that reportedly ensures strength, prevents oil bleeding and reduces environmental impact.Tokiwa

Tokiwa’s 100% natural formula is enriched with lightweight moisturizing oils and amino-acid-based emollients to deliver a silky-smooth glide and six times more moisturization than conventional lipsticks, per the company.

EcoLux;s key features:

• 100% plastic-free: Fully recyclable, paper-based design.
• Minimal resource use: Just 1/10th the wood of wooden pencils.
• Customizable branding: Layered paper allows for intricate designs.
• Lightweight design: Slim and precise for effortless application.

Pucker Up: The Last Call Lip Lacquer

GPI Beauty’s Last Call Lip Lacquer (featured as part of a concept product range) is a bold, high-shine lip vinyl that delivers saturated color in a single swipe.GPI BeautyGPI Beauty’s Last Call Lip Lacquer is a bold, high-shine lip vinyl that delivers saturated color in a single swipe. Its long-wearing, comfortable formula provides a glossy, mirror-like finish without stickiness. It can be worn alone for a bold look or layered over a liner for added dimension.

Key ingredients include jojoba seed oil to soften and nourish the lips, Mentha piperita (peppermint) oil for a tingly, refreshed sensorial experience, vitamin E to nourish and protect the lips, and a VP/hexadecene copolymer to boost color duration and shine.

The lip lacquer’s pack includes an ABS cap and outer bottle, PP stem, PETG inner bottle, LDPE wiper, and TPE applicator.