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Mask Wearing is Driving Beauty Trends: Report

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Lip makeup has declined in sales due to masks covering the lower half of the face.

Protective face masks have impacted the beauty industry and its sales, according to The NPD Group’s Annual Holiday Study

Related: 2020 Beauty Sales Update from The NPD Group x CEW

Masks affect the wearer's makeup preferences, and the study shows 31% of holiday shoppers plan to give masks as stocking stuffers or gifts this year. 

Due to masks covering the bottom half of faces, the sales of lip makeup have declined faster than all other makeup products year-to-date through September, versus 2019. Compared to lip and face makeup, eye makeup has seen the softest sales decline and gained market share.

However, setting sprays, which can help consumers solve the problem of keeping makeup in place while wearing masks, grew by an average of 9% month-over-month.

Larissa Jensen, NPD’s beauty industry adviser said, “While protective face masks focus attention on the eyes, we still want to keep the rest of our face looking good for when the mask comes off, not to mention keeping the mask itself free of smudges. Masks have created a shift in our beauty behavior, and elevated the categories that address the consumer’s new set of needs.”