Women in the United States are back to former makeup habits and even kicking routines up a notch, as reported by The NPD Group, now that most mask requirements have been lifted and more people are returning to workplaces, travel and events.
According to the firm, 70% of makeup wearers have returned to previous routines or are wearing more makeup than they did before the pandemic.
The use of several makeup products is on the rise. In particular, mascara was found to be the most-used makeup product overall, followed by foundation, eye shadow, eyeliner and lipstick.
In the prestige makeup category, U.S. sales revenue grew by 22% from January through May 2022 versus last year. This is more than twice the rate of skin care and faster than fragrance, according to Retail Tracking Service data from NPD.
Women have reported they primarily wear makeup to enhance their appearance; however, gen Z and millennial women wear makeup mainly to boost their confidence. Across generations, almost 30% of women wear makeup because they say it brings them joy.
“As women get dressed up again, makeup is a natural accompaniment,” said Larissa Jensen, beauty industry advisor at NPD. “The recovery and creativity of the makeup category are leading sales gains for the prestige beauty industry in 2022. After a gloomy period shrouded by the pandemic, we are seeing a renaissance in makeup artistry, as consumers experiment with color again.”
Jensen added, “The pandemic shifted our definition of wellness, moving it beyond the physical to be more about mental health and well-being. Makeup products are satisfying an emotional need to look good and feel better about ourselves.”