Mandatory face mask rule sees eye make-up sales soar

Sales of eye make-up in the prestige beauty market increased during and after coronavirus lockdown, according to market analyst The NPD Group.

Pre-lockdown, eye make-up accounted for 22% of total prestige make-up sales. However, it now accounts for 25%, found the report.

Mascara and eye shadows have driven the increase, as consumers look to accentuate their eyes while wearing face coverings. Brow make-up also remained constant during lockdown at 4% and increased to 5% post-lockdown.

Meanwhile, the research also found that the lip segment of the prestige market has fallen since face coverings become mandatory, with its value within the sector decreasing from 14% pre-lockdown to 12% post-lockdown.

NPD UK Beauty account manager Emma Fishwick said, “The popularity of eye make-up can be attributed to increased experimentation at home and wearing make-up while socialising with family and friends virtually or during conference calls with colleagues. We have also witnessed initiatives such as the #maskmakeup challenge, which encouraged make-up experimentation.”