UK sales of prestige beauty have soared in regional cities as consumers upgrade their favourite products to premium brands, according to research by global information company The NPD Group.
Sales in Liverpool grew 15% in 2016, now representing 3% of the total UK prestige beauty market, with make-up up by 30% and skincare by 6% last year, the report found.
“Liverpool has always been known for setting distinct beauty trends and its consumers have a real passion for beauty products,” said June Jensen, director of NPD UK Beauty.
“While it’s a small sector of the market, the data demonstrates that women in the city have embraced prestige beauty and are upgrading their beauty regime with more premium make-up and skincare products.”
London also reported impressive growth with total sales of prestige make-up up 17% in 2016 and premium women’s skincare by 6%, with the city now representing 18% of the total market for prestige beauty.
Birmingham, which represents 2% of the total prestige beauty market, also reported a boom, with make-up sales increasing by 20% and women’s skincare by 8% in the same period.