Color Cosmetics Consumers Return to Pre-Pandemic Makeup Routines

The use of  makeup products is on the rise as women return to social life. This is based on findings from the 2022 “Makeup Attitudes and Usage Report” from market research firm The NPD Group.
 
In fact, beauty consumers in the U.S. are back to their former makeup habits — or even kicking them up a notch — now that most mask requirements have been lifted and more people are returning to workplaces, travel and events. Additionally, 70% of makeup wearers 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, eye shadow, eye liner and lipstick.

 
In the prestige makeup category, U.S. sales revenue grew by 22%, from January through May 2022, versus last year. That’s more than twice the rate of skincare, and faster than fragrance, according to Retail Tracking Service data from NPD. 
 
Women report that 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.
 
For more on color cosmetics, look for our feature in the August 2022 edition of Happi.