Colour Cosmetics in the United Kingdom

PRE-COVID-19 PERFORMANCE

Another tough year for colour cosmetics, but indie brands see success with consumer-centric strategies

After starting to decline in 2018, colour cosmetics recorded an even worse performance in current value terms in 2019, as consumers increasingly adopted a "skin first, make-up later” attitude, whereby a good skin care routine could avoid the need for make-up altogether. Simultaneously, the “natural” look continues to remain popular, with fewer consumers opting for heavy make-up looks.

A new premium defined by brand personality

While premium colour cosmetics continues to record a slower decline than mass colour cosmetics, the parameters for premium are changing, particularly among younger consumers. While premium has traditionally been embedded in vanity and luxury, today’s status symbols are moving towards characteristics such as health and ethics.

Legacy drugstore brands struggling, bargain beauty sees growth among private label players

Estée Lauder maintained its leading position in 2019, followed by L’Oréal and Coty among the branded players, but all three companies saw a drop in sales amid tough conditions in this year, with even traditionally strong performers such as Mac and Bobbi Brown seeing their sales decline. As online beauty brands continue to flourish amid consumers’ growing appetite for indie brands, drugstore brands are taking the biggest hit, with iconic household names like Rimmel, Maybelline, L’Oréal Paris and Max Factor all seeing poor performances in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 6% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 2% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

Nearly all product areas across colour cosmetics are expected to record falling sales in 2019 constant terms during 2020, with some even turning in double-digit declines. Home seclusion trends in 2020 due to the COVID-19 pandemic are exacerbating the declines in colour cosmetics already being seen in 2019.

Recovery and opportunities

Although colour cosmetics will see gradually improving year-on-year performances over the course of the forecast period, they will remain in negative territory in terms of value growth at constant 2019 prices and also undershoot the forecasts made during research conducted at the end of 2019 before the spread of COVID-19.

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