TikTok drives changes in the US beauty market, with blush growing strongly

The latest survey shows that cosmetics will be hot-selling during the holidays. At the same time, the cosmetics industry has undergone some changes due to the impact of the epidemic and social media such as TikTok.

Beauty products will be hot during the holiday season , according to estimates from the NPD Group, which recently surveyed more than 3,600 consumers and found that more than a quarter of U.S. consumers plan to buy beauty products .

According to NPD, the U.S. beauty industry is expected to exceed pre - pandemic levels this year. Sales in this category are expected to increase by 25% to 35% over last year . Among them , the fourth quarter is crucial . According to NPD data, about one-third of beauty sales this year will come from the holiday season.

However, at the same time, due to the dual influence of the epidemic and social media, some changes have also taken place in the beauty industry.

On social media, there has been an increase in interest in natural makeup, which is a big change from the glam, contoured, shiny, and fluorescent makeup trends of a few years ago.

On TikTok, searches for natural makeup videos have grown 515% in the past 12 months, and the hashtag #nomakeupmakeup has been viewed more than 120 million times.

As a result, sales of liquid foundation have declined. According to NPD research, liquid foundation still accounts for 26% of cosmetics sales, but sales of liquid foundation have dropped 6% from January to the end of September this year compared with the same period in 2020.

"I don't like my entire face and all my pores being covered and clogged with foundation , " one user commented.

In contrast to the downturn in liquid foundation , the skin care market is growing rapidly, with consumers choosing more hybrid makeup products with skin care benefits . NPD's market research found that eight of the top 10 best-selling facial makeup products in the first half of 2021 contained skin care benefits with moisturizing/hydrating effects or specific ingredients.

In addition, blush is also favored by consumers. On TikTok, a new makeup technique is becoming popular: "underpainting". This method requires applying blush, contouring, highlighting, etc. before applying base makeup to make the makeup look more natural. The number of views of this topic on TikTok has exceeded 13 million. The latest data from NPD shows that the sales of blush in the US market have achieved double-digit growth compared with last year.

TikTok

Beauty

Blush