Athleisure Trend Moves into Makeup, Beauty’s Fastest-Growing Category, Reports The NPD Group

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Growth in foundation, primers, eye brow, and lip color products, as well as those formulated to be long-lasting and waterproof, are playing into the trend

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Active wear today is no longer exclusive to athletic apparel; recent growth in key makeup categories coincides with the rising popularity of makeup as the latest workout essential. In the U.S., prestige makeup sales increased by 11 percent to $7.6 billion in the 12 months ending February 2017, accounting for over 80 percent of total industry gains*, according to global information company The NPD Group. Growth in foundation, primers, eye brow, and lip color products, as well as those formulated to be long-lasting and waterproof, are playing into the trend.

“In today’s image-driven society, the bar has been raised to maintain a perfected ‘natural’ appearance virtually around the clock,” said Karen Grant, global beauty industry analyst, The NPD Group. “With heightened focus on appearance, the door opens for manufacturers and retailers to fill the need for consumers seeking increased usage of beauty products that can hold up to the rigors of our active lives – including a workout – to look good before, during, and after working out. “

Foundation sales grew by 8 percent during this period, driven by long wear foundation and those with added benefits. Long wear foundation sales increased by 13 percent, while basic foundation saw a decline. Concealer sales increased by 17 percent and powder by 7 percent, the latter which has now surpassed blush sales. Completing the makeup package, growth in eye brow makeup accelerated to 31 percent and lip color sales increased by 18 percent.

Makeup has seen sales increases for products designed specifically to help makeup last; primer sales for the face (+16 percent), eyes (+6 percent), and even lips (+23 percent) have grown. Waterproof mascara (+16 percent) and eyeliner (+7 percent) led the gains in their respective categories. To freshen up after a workout, dry shampoo sales increased by 66 percent**.

*Source: The NPD Group, Inc. / U.S. Prestige Beauty Total Measured Market, 12 months ending February 2017    
**Data from The NPD Group’s prestige skincare category. Dry Shampoo analysis is based on a manual search for products with dry shampoo in the description.

About The NPD Group, Inc.
The NPD Group provides market information and business solutions that drive better decision-making and better results. The world’s leading brands rely on us to help them get the right products in the right places for the right people. Practice areas include apparel, appliances, automotive, beauty, consumer electronics, diamonds, e-commerce, entertainment, fashion accessories, food consumption, foodservice, footwear, home, mobile, office supplies, retail, sports, technology, toys, video games, and watches / jewelry. For more information, visit Follow us on Twitter: @npdstyle

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Marissa Guyduy
The NPD Group
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