Consumers in different regions show varied preferences for lip shades and texture trends
Millennial pink has been named the most popular lipstick colour in the world.
Virtual make-up giant YouCam Makeup, created by Perfect Corp, revealed that the neutral shade of pink is the most tested colour on its app, which sees more than 23.5 million ‘try-ons’ a day.
Lipstick preferences vary by region, with pinks generally dominating in the West, and bolder shades favoured in the East.
In the US and UK, almost 50% of lip colour try-ons are pink shades, a significantly higher percentage than other countries, where pinks typically only account for 20-35%.
Chinese app users try the most diverse range of lip colours, while Japanese consumers prefer light/sheer shades, as well as two-toned lip colours; in South Korea, darker reds and two-toned lip looks are preferred.
The trend for two-toned lips may be more prominent in the East at present, but interest is spiking – the look has experienced 74% growth in try-ons.
China again emerged as the most diverse region preference-wise, with no single texture favoured. Sheer and satin textures were the most tested in Japan, while sheer looks were also popular in South Korea.