Beauty with benefits: multi-purpose foundations boost premium market

Sales of bases with SPF and skin care benefits see triple digit growth

Premium foundation products that feature additional benefits such as SPF have seen a triple digit surge in value sales in the UK between January and July this year, according to analyst The NPD Group.

Sales grew by 114% for the period, with foundations containing an SPF between 35 and 50, jumping 73%, compared to the same period in 2018.

NPD says this represents 6% of total sales in the foundation market, up from 3% in the previous year.

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