Makeup trends over the next three years will be shaped by a rush of post-pandemic creativity and increasing engagement in virtual realities and tech, says WGSN.

By 2028, the global makeup category would hit €51.61bn ($50.28bn), up from €36.13bn ($35.22bn) in 2021 growing with a CAGR of 5.2% (2021-2028), according to Fortune Business Insights. And WGSN said that despite burgeoning concerns around the cost of living worldwide, there was clearly still a strong appetite for makeup amongst consumers.

So, what trends were on the horizon in makeup? And where exactly were the opportunities for industry?

Post-pandemic beauty behaviour shifts​

“The makeup category has been energised by an outpouring of post-pandemic creativity and a desire to do things differently,”​ said Sharon Ahn, beauty trend forecaster and analyst at WGSN.

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