18% increase in sales of nail units compared to pre-pandemic, according to NPD group

According to The NPD Group, there has been an 18% increase in sales of nail units compared to pre-pandemic levels.

The research also showed that unit sales of prestige make-up products declined 20% from January to the end of August 2022, compared to the same period in 2019. In addition, the market for prestige make-up products in the UK was valued at £334M, a decline of 25% in comparison with the same period in 2019.

“There is an evident decline in sales of primers across all make-up segments including face, eye and lip, suggesting that consumers are skipping the ‘Prep’ make-up step and seeking alternative methods through skincare products,” explains Emma Fishwick, Account Manager, NPD UK Beauty.

NPD Group also suggests that make-up sales have been particularly impacted by the shift to remote and hybrid working, a decline in tourism and an increase in reliance on products that multi-task such as lip and cheek tints and foundations with skincare benefits.

“They maybe purchasing foundation products with in-built primer benefits or relying on one product at the end to keep in place such as setting spray.”

“The “Natural Look” in make-up is not a new trend, but sub-segments such as Highlighters and Eye Shadows declined faster than the whole market and suggests that consumers are going back to basics. Post-pandemic, priorities have changed and many consumers are choosing a more minimalist approach to make-up.”

www.npd.com