Millennial pink named world’s most popular lipstick shade

The soft bubblegum shade known as “millennial pink” has been named the most popular lipstick shade globally.

Virtual reality make-up app YouCam Makeup, which sees more than 23.5 million augmented reality lipstick “tryons” a day, said the shade was its most tested colour, as it released its Global Lipstick Trends 2017 report.

In the UK and US, almost 50% of lip colour try-ons are pink shades – with more than 20% of those millennial pink, a figure much higher than other countries where pink lipstick accounts for between 20–35% of try-ons, the data found. 15% of lip colour try-ons in China and Japan are also millennial pink.

The report coincided with National Lipstick Day in the UK, when Beauty Boulevard, the brand behind Glitter Lips, also released some research into why so many women wear lipstick.

It found that more than half (51%) wear it to feel better about themselves, with 35% claiming that wearing their favourite shade put them in a cheerier mood.