Sales of foundations with SPF and moisturising properties soar

Consumers are turning to foundations with added benefits to ace their base, with UK sales of prestige foundations with moisturising, balancing and SPF properties reporting an increase of 114% in the first seven months of this year (January to July 2019).

According to data from market analyst The NPD Group, one of the biggest areas of growth was in the sun protection category, with sales of foundations containing an SPF from 30 to 50 soaring 73% in this time period, representing 6% of all total foundation sales for the first half of 2019.

Meanwhile, foundations with moisturising properties totalled £30 million, representing 26% of all foundation sales made in this time period, while those with balancing benefits reached £17m, amounting to 14% of total sales, the report found.

“The growth of make-up with skincare benefits demonstrates that today’s savvy consumers are looking for products that enhance the skin while protecting and perfecting at the same time,” said June Jensen, director of NPD UK beauty.