Eye make-up sales rise amid face mask guidance

Sales of prestige eye make-up products have increased over recent months, coinciding with the current guidance on face coverings in many public settings.

With masks now becoming a familiar sight across the country, it appears more consumers are choosing to place emphasis on the visible eye area. According to findings by The NPD Group, the eye make-up market grew by 3% during and after lockdown.

In contrast, the lip segment of prestige make-up decreased its share from 14% pre-lockdown to 12% post-lockdown.

Pre-lockdown, eye make-up accounted for 22% of total prestige make-up sales and increased to 24% of prestige make-up sales during lockdown. Once lockdown was eased, eye make-up increased its share to 25% of total prestige make-up sales, boosted by mascara and eyeshadow sales during this period.

The focus on eye products is also evident in the brow segment. The market share of brow products in make-up remained constant during lockdown at 4% and increased to 5% post-lockdown.

"The popularity of eye make-up can be attributed to increased experimentation at home and wearing make-up whilst socialising with family and friends virtually or during conference calls with colleagues,” comments Emma Fishwick, account manager for NPD UK Beauty. “We have also witnessed initiatives such as the #maskmakeup challenge which encouraged make-up experimentation."

“As consumers are required to wear face coverings in shops, on public transport and other public spaces, the lip segment has declined in share, driven largely by a decline in demand of lip colour as the lip area is no longer visible when wearing a mask,” Emma adds.

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