Lip liners rise as lip fillers fall: How this make-up product found a new era of growth

This article was originally published in the Make-up Trend Report. Receive your copy here

Lip liners have yo-yoed in popularity over the years, coming into fashion in the 1920s with exaggerated cupid’s bows, and then in the 1950s thanks to blonde bombshells like Marilyn Monroe donning bold red lips.

More recently, the 1990s saw dark liners contrasted with lighter lipsticks immortalised as a key look of the era, while in the 2010s Kylie Jenner’s hit Kylie Cosmetics Lip Kits jump-started a renaissance.

Now, lip liners are seeing a fresh resurgence in the 2020’s – and with a distinctly modern day twist.

Dollar sales of lip liners were up 34% for the 12 months ending in May 2026 in the US, according to Circana’s Complete Beauty data.

“Lip liner’s growth has been fuelled by a combination of social media virality, innovative formats that support blurring, filling and longer wear, and multifunctional products that go beyond traditional contouring,” says Larissa Jensen, Global Beauty Industry Advisor at Circana.

“The category also benefits from broader contouring and enhancement trends, as well as a degree of nostalgia. Together, these factors have helped keep lip liner relevant to both trend-driven and everyday beauty consumers.”