Consumers of colored cosmetics are returning to pre-pandemic makeup routines

The use of make-up products is increasing with the return of women to social life. This is based on findings from the 2022 “Makeup Attitudes and Usage Report” by market research firm The NPD Group.

In fact, beauty consumers in the United States have returned to their old makeup habits – or even kicked them up a notch – now that most mask requirements have been lifted and more and more more people are returning to workplaces, traveling and hosting events. Additionally, 70% of people who wear makeup have returned to previous routines or are wearing more makeup than they did before the pandemic, according to The NPD Group.

Mascara is the most used makeup product overall, followed by foundation, eyeshadow, eyeliner and lipstick.

Mascara leads the makeup category for the season.

In the prestige makeup category, sales in the United States increased by 22%, from January to May 2022, compared to last year. That’s more than twice the rate of skincare, and faster than fragrance, according to data from NPD’s retail tracking service.

Women report that they wear makeup primarily to enhance their appearance; however, Gen Z and Millennial women mostly wear makeup to boost their confidence. All generations combined, nearly 30% of women wear makeup because they say it brings them joy.

To learn more about color cosmetics, look for our article in the August 2022 edition of Happi.

Donovan B. Sanford