Why ‘going natural’ doesn’t mean make-up free

According to a Mintel survey, 59% of US millennial women say they prefer a natural look

The no make-up trend, popularised by celebrities such as Alicia Keys, does not appear to be catching on with millennial women.

According to a survey by Mintel, 59% of women say they prefer the 'natural look’, including 54% of millennial beauty consumers.

However, going completely make-up free is not always what millennials have in mind to achieve a bare-faced finish.

Today 46% of women aged 22-39 use eyebrow pencils, up 9% since 2011, while 79% use mascara, compared with 73% five years ago.

Furthermore, 77% use lip care products, while only 73% did in 2011.

Nearly 60% of millennials said they spend 20 minutes or less on their regular beauty routine, with 18% saying their regime comprises four steps or less.

Over 45% of millennial women said they feel more confident when they spend time on their appearance.

Margie Nanninga, Beauty and Personal Care Analyst at Mintel, said: “Women of all ages are embracing their natural beauty, especially among America’s Millennial generation who are using color cosmetics to enhance their features in order to look like the best version of themselves.

"Brands have an opportunity to promote themes of self-expression and embracing natural beauty in product marketing in order to reach this active and engaged consumer market.

Short beauty routines underscore that Millennials are strapped for time and emphasize efficiency, highlighting the importance of products that can be applied quickly and easily, as well as those that can multitask.”

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