According to market researcher Mintel, while eyebrow products continue to post strong sales, it is cheek products which are the highlight of the market, as UK sales of blusher and bronzer grew by 12% between 2013 and 2014 from £67 million (€95m) to £76 million (€108m).
Experts at the London-based firm also believe that this will continue, as sales are expected to post a 9% growth in 2015 to reach £83 million.
Trend impact
The reason for this boost? It is thought to be the numerous make-up trends circulating on social media, with the contouring trend proving popular right now, particularly as it has been promoted by model Kim Kardashian.
“While a strong cheekbone has been a timeless beauty credential, the growing popularity of Kim Kardashian and the contouring trend has made blusher and bronzer products a make-up bag must have for UK women,” says Roshida Khanom, Senior Personal Care Analyst at Mintel.
“For those not wanting to have such full face coverage, blusher and bronzer products have appealed too as it allows this group to take on a more natural glow focussing on enhancement, driven by the ‘no make-up’ trend.”
Roshida believes the ‘no make-up trend’ strengthened sales of concealer and primer, which rose in the UK by 6% and 5% respectively.
This year, concealer sales are expected to reach £43 million, whilst sales of primer are expected to post sales of £39 million in 2015.
Raising an eyebrow
As mentioned earlier, eyebrow products have also been performing well with Mintel reporting 14% growth between 2013 and 2014, from £28 million to £32 million, whilst sales of lipstick rose by 7%, from £136 million to £145 million.
Overall face colour cosmetics sales are expected to grow by 8% in 2015 to reach £1.44 billion, up from £1.34 billion in 2014.
“Further growth is expected for 2015 as prestige brands continue to attract attention and budget brands increase product repertoire by encouraging women to experiment with their look,” adds Roshida.
“Customised products have the potential to boost growth even further in coming years, whilst offering women more personalised guidance and advice can help keep them invested in the category.”