With mask requirements easing during 2021, consumers’ appetite for eye make-up pushed value sales in this category to recover to the pre-pandemic level. With eyes uninhibited by masks, consumers were not only able to show off their eye make-up, but also eye make-up discovery was top-of-mind.
While colour cosmetics is no stranger to celebrity and influencer beauty brands, home seclusion and increased social media consumption proved to create the perfect environment to enter the beauty market. Prior to the pandemic, a large part of discovery occurred in stores, with consumers working with sales associates to achieve a desired look.
2020 marked a long-awaited value rebound for nail products, and growth continued in 2021. While salon closures contributed to high growth in the early days of the pandemic, sustained demand was fuelled by the desire for self-expression and individuality.
The implication of relaxed mask requirements across the US is a continued healthy rebound for lip products. In the pandemic, lip products was the most negatively impacted of the colour cosmetics categories, due to the concealment of the mouth when wearing a mask.
Accelerated by bare faces and minimal make-up usage during the pandemic, the “no make-up” make-up look went viral during the latter half of 2021. Although the trend is a paradox, with beauty consumers still utilising make-up to achieve the “no make-up” look, it has proven to be a bright spot for colour cosmetics.
In both fashion and beauty, consumers are cycling back to the late 1990s and early 2000s. Similar to the aftermath of the 2008 financial crisis, when minimalism took hold in the beauty industry, the maximalism of the Y2K era is trending, as consumers are feeling nostalgic for a period when looks were carefree yet distinct.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Colour Cosmetics
This report originates from Passport, our Colour Cosmetics research and analysis database.
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