Colour Cosmetics in the US

PROSPECTS

An emphasis on eyes, eyelashes and eyebrows

The trend of emphasising the eyes, eyelashes and eyebrows continues in the US. In 2017, eyes were reported to be the most photographed feature on social media site Instagram.

Expansion of foundation shades generates discussion about inclusivity

The range of foundation shades is expanding amongst premium players as part of a larger discourse on inclusivity and multiculturality in colour cosmetics. Launched in 2017, Rihanna’s Fenty Beauty line offers 40 shades of foundation and features marketing campaigns with women of all skin tones.

Personalisation in foundation

Lancôme premiered its Le Teint Customised Foundation, available in only nine US Nordstrom locations at the time of writing. The customised line is mixed on-site using a machine that mixes raw foundation colours to create an exact match to the skin tone.

COMPETITIVE LANDSCAPE

The rise of indie brands continues in colour cosmetics

Indie brands leverage story-telling narratives and tend to utilise social media platforms. In some cases, they are only available online through a direct-to-consumer model, whilst others sell online first before expanding to bricks-and-mortar locations.

Indie brands continue to attract acquisitions

The growth of indie brands poses challenges for established players, particularly in the premium segment. Sometimes referred to by established companies as “ankle biters”, indie brands are very fragmented, but when combined, they nip at the market share of established brands.

Expanded distribution makes indie brands more accessible to consumers

Not all indie brands are limited to the direct-to-consumer model. They are becoming more accessible to US consumers through retailers, which are dedicating more shelf-space to these fast-growing, emerging brands.

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