Pure Beauty

2023’s beauty buying habits revealed: Nineties perfumes are in, tech is out

By Amanda Pauley | Published: 3-Oct-2023

Sales for nostalgic nineties fragrances have soared over the past 12 months according to John Lewis’ new shopping report

When it comes to 2023’s big beauty trends, it seems that nineties perfumes are in and beauty tech is out, according to John LewisHow We Shop, Live and Look 2023 Report.

The UK department store has collated the buying habits of its UK shoppers over the past 12 months, revealing the trends set to be big for the rest of the year and those that are falling out of favour. 

Nineties fragrances are top of consumers' beauty wish list as the 1990s nostalgia trend continues to soar. 

Videos using #90sperfumes currently have more than 1.2 million views on social media platform TikTok. 

The department store has placed these scents in its top nine products, across all categories, that have defined the past year.  

Sales for Mugler’s Angel fragrance, which launched in 1992, have risen 23% in this time frame, found the report. 

Meanwhile, purchases of Armani’s Acqua di Gio perfume, which was released in 1996, have also soared 29%.

Mugler’s Angel and Armani’s Acqua di Gio are the most popular nineties fragrances among shoppers

Mugler’s Angel and Armani’s Acqua di Gio are the most popular nineties fragrances among shoppers

Sales of beauty tech, meanwhile, are down double digits, reported the department store. 

Viral beauty trends on social media platforms Instagram and TikTok have also influenced consumers' buying behaviour. 

The popularity of latte make-up – coffee-inspired make-up which focuses on brown and nude shades – saw sales of Dior’s Amber Neutrals Palette increase 101% compared to last year’s figures. 

Meanwhile, Rhode founder Hailey Bieber’s strawberry girl aesthetic – which combines elements of the coquette and balletcore beauty trend with soft pinks – has also had an impact.

Sales of Hourglass’s Unlocked Mascara soared 389% the week Bieber posted a video about the look using that product.  

This is John Lewis’ tenth How We Shop, Live and Look report.  

“Over the past ten years, our report has shown us how the nation's shopping habits have evolved, with customers forming new habits and traditions,” said Kathleen Mitchell, Commercial Director of John Lewis.  

“Within the past 12 months we have really seen a return to the shops and a return of style. 

“Customer numbers are up 8% on last year as many families have discovered it is quite a good value day out.”   

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