Demand for prestige eyebrow products soars in the UK

Sales of prestige brow products reaches £20m

The prestige market is no longer in the wings when it comes to brows. But just how well is it performing?

Since 2011, sales of prestige eyebrow products have sky-rocketed. According to a new report from NPD, sales of brow products in the UK reached £20m in 2015 – a £13.6m increase over four years.

NPD says that since 2011, sales of brow products have seen double digit growth with consumer demand showing no signs of slowing. Last year, 1.1 million brow products were sold in the UK and sales have grown 210% since 2011. Eyebrow products now take a 12% share of the total eye make-up market, up from just 6% four years ago.

Many brands are tapping into this trend with product innovation. Most recently, Benefit added 13 new products to its eyebrow range. Elsewhere, Bobbi Brown has added the Long- Wear Brow Gel to its range and MAC introduced the Big Brow Pencil.

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