This article was originally published in The Future of Beauty Trend Report. Receive your copy here
No question about it, lip and blush products dominated the make-up scene yet again in 2024.
Six of the top ten make-up launches in the UK this year were lip products according to Circana.
And in terms of sales, lip make-up is currently soaring by 20%, while blush was up 50% across Europe between January and July.
Eye make-up has not seen such gains for years.
The popularity of eyeshadow – and the 12-pan palette – soared in the 2010s, before falling out of favour with consumers as more minimal ‘no make-up make-up’ looks took centre stage.
The category has contracted even further in the last few years: in 2021, it accounted for 23% of total make-up sales; today, it represents 18%.
But 2025 is expected to see the grand return of eye make-up, as maximalist looks return to the spotlight.
Cat eye and glittery smokey eye looks have already been trending over the holiday season
“The power lip has dominated the beauty landscape for many years.
“The overdrawn nude balanced with a clean lid has been a staple for well over a decade now so it’s only a matter of time before the eyes start to take centre stage,” says Dominic Skinner, Director of Makeup Artistry at MAC Cosmetics.
“In the past few seasons of fashion week, we have seen the rise of the eyeshadow.
“Deep rich blends, single block tones, and dual toned shimmer have all been seen on the runway and easily translate onto the high street.”
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