Popularity of prestige makeup sees market value grow to £770m

The demand for prestige make-up shows no signs of slowing down, with sales in the UK growing 9.8% in the year to February 28, 2017, to reach £770m, according to research by global information company The NPD Group.

The surge was driven by product categories including foundation, with sales up 11% year on year to £206m; and lip colour, which rose 23% to £80m. Other products including primers, highlighters and make-up setting sprays were also behind the boom.

Foundations with added benefits saw particularly strong growth – moisturising formulas were up 50%, those that offered oil-control grew 25% and long-wear 15%.

“Women are seeking products with added benefits. This presents an exciting opportunity for brands, who we expect will be enhancing their current long-wear technology, while developing new textures and lightweight formulations,” said June Jensen, director of NPD UK Beauty. Researchers also found that those who work out regularly have higher demands for prestige make-up, such as increased longevity and staying power – with sales of long-wear brow products up 105%, lip colour 33% and face primers 9.7%.

However, despite strong growth in product categories, separate research by The London School of Make-up discovered that 56% of people have never had their make-up applied by a professional make-up artist.

More than half (56%) have never visited an MUA, with 25% preferring to do their own makeup for special occasions such as weddings. However, 66% are keen to update their skills by attending courses, the report found.

Of the 2,378 individuals surveyed, the majority turn to friends (56%) instead of an MUA for application tips, while others ask their parents (22%) or watch tutorials by bloggers online (12%).