New product, ingredient and packaging innovation is poised to capture resurgent growth.

U.S. prestige makeup sales for 2021 were up 23%, totaling $7.1 billion, per NPD, in part powered by nail care. Recovery was seen in the makeup foundation sector amid more away-from-home activity.

On the mass beauty side, U.S. sales of color cosmetics and nail products grew 17%, per NielsenIQ, while sales of false eyelashes and eye cosmetics grew 37% and 21%, respectively.

The foundation, primer and tinted moisturizer sectors grew in the double digits in 2021, as did makeup-setting sprays and removers. Growth was also seen in social media darlings such as cream and stick blushes.

Of note, per NPD: “brands born from makeup artists and social influencers had the highest revenue gains among all the makeup brand types.” Notably, average prices rose 2% in the prestige sector, per NPD, while online sales were down year-over-year. On the mass side, the categories facing highest inflation include color cosmetics and nails (up 19%) and facial skin care (up 31%).

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By Jazmine Simon