The message is loud and clear: Beauty consumers want to have fun with makeup. Hunkering down at home is out, social gatherings are in—and beauty brands and suppliers are working together on products that will help spread the good cheer.

But as cosmetic consumers celebrate a return to normal, they’ve also become ever more serious and diligent about pricing, sustainability and time constraints when it comes to purchasing habits and makeup application routines.

“After taking a steep hit in 2020 due to the Covid-19 pandemic, Color Cosmetic sales continue to pick back up, benefiting from the return of in-person events and less frequent usage of protective face coverings,” says Olivia Guinaugh, Senior Beauty & Personal Care Analyst, Mintel. “Pent-up demand and current makeup trends are also helping to speed recovery.”

Overall, “The face is back!! We are unmasked and ready to be noticed,” says Jackie Paterno, vice president, CTK CLIP. She adds, “There was definitely a shift toward skincare during Covid, and now post-Covid, there is a definite shift toward color—all color categories.”

Valentina Manera, marketing director at cosmetic manufacturer, Brivaplast, agrees. She tells Beauty Packaging, “Since we no longer have to use the mask compulsorily, eyes and lips, but also face makeup products are growing.”

According to Guinaugh, “After taking a hit in 2020 as a direct result of the Covid-19 pandemic, the color cosmetics market experienced skyrocketing sales growth from 2021-22. Specifically, she says the color cosmetics market is estimated to exceed $13.2 billion in 2022 retail sales, an increase of 16.4% from 2021. (See Read Guinaugh’s takeaways in our Online Exclusive.)

All categories of Color Cosmetics are experiencing interest and growth—from prestige to mass.

Larissa Jensen, Vice President, Beauty Industry Advisor, The NPD Group—and a member of Beauty Packaging’s Board of Advisors—says, “The prestige beauty industry had a banner year in 2022, with U.S. revenue growth in the double digits across makeup, skincare, fragrance, and hair products.

A recent ResearchAndMarkets.com report on the U.S. Makeup Market for the period 2021-2026 says the domestic makeup sector was led by the face makeup category in value terms in 2021—and that the nail makeup category is forecast to register the fastest value growth during 2021-2026. The report also revealed that the global market for lipsticks is projected to reach $22.6 billion by 2027, growing at a CAGR of 6.2% over the analysis period 2020-2027.

The Latest Trends

To learn more about current trends in packaging for Color Cosmetics, Beauty Packaging surveyed a sampling of beauty industry suppliers and brands as to what the current market reflects and what may lie ahead.
From aesthetics to dispensing to alternative materials to sustainability, here’s what industry experts are speaking about.

“Right now, it is all about sustainability—customers are definitely prioritizing sustainability in packs,” says CTK CLIP’s Paterno.

“One of the biggest trends right now—as it is everywhere in the cosmetics industry—is sustainability,” agrees Rick Ponte, APC Packaging’s vice president of project engineering. “Sustainability can mean different things to different brands, so it can be translated into mono-material, refillable components, PCR content and recyclability.”

At Cosmopak, Dan Wolfe, senior vice president business development, says, “Color cosmetics packaging that’s both aesthetically pleasing and incorporates eco-friendly aspects are trending. Functionality remains central to color cosmetics packaging and we’re seeing alternative materials and substrates complementing and replacing traditional plastic inputs, including bio resins and various forms of chemically and mechanically recycled inputs.”

Industrial designer Roberto Orozco at NF Beauty Group, notes: “We continue to see sticks being requested, but sticks in alternative materials with realistic sustainability goals—PCR percentage and also paper content.”

Beauty consumers continue to demand a growing list of assets from the products they purchase—and the brands behind them.

Musa Pharand-Dias, CMO & head of global innovation, WWP Beauty, observes: “In the post-pandemic, consumers embrace makeup products and looks that are inclusive, unique, intuitive, and practical. They will look for value creation through time and money-saving, breaking the traditional full face/multi-products makeup regimes using minimal, multi-tasking, and multi-functional products to create easy, quick, and expressive looks. Clean and hybrid formulations with skincare benefits that accentuate instead of conceal will thrive as smart essentials. Alternative plant-based pigments and more sustainable and ethical sourcing will drive innovation in color cosmetics formulations.”

Recent studies have shown that eco-aware consumers are willing to pay more for packaging that meets sustainability standards, opening the door for suppliers to utilize alternative materials that may be more expensive.

Pharand-Dias agrees, saying, “Well-educated and eco-conscious customers are willing to pay more for brands that offer cosmetics in sustainable packaging solutions, raising the opportunity to use new sustainable materials such as molecular recycled, biobased restorative materials, refillable solutions, and inclusive designs that address not only consumers with special needs but also increase convenience and experience for all end-user consumers.”

Social media is also impacting color cometic trends and packaging.

Vonda Simon, founder & CEO, Seacliff Beauty, says, “As beauty trends take over TikTok, we continue to see a growth in the color cosmetics category specifically for blush, concealers and eyeliners. As far as packaging, brands and consumers continue to look for sustainable packaging options such as recycled materials and refillable solutions.” Seacliff’s applicator stick, available in PCR & #tide Ocean Material, can be used for blush, bronzer and foundations in addition to skincare products.

Valentina Manera, marketing director, Brivaplast, agrees about social media’s influence on color cosmetics, saying, “There is a need to have fun; as a matter of fact, on the social platforms, we can see people mixing and experimenting with textures and colors to create their own finishes and shades.”

Products & Packaging Go Hand-in-Hand

At Tokiwa, Dana DiSomma, director of sales and business development, tells Beauty Packaging, “Sustainable packaging has been and still is trending in the cosmetic space as well as reusable and refillable packaging that is environmentally friendly and meets clean label standards. Recycled plastics are top of mind for consumers as more consumers are becoming aware of the effects of certain materials on the environment.”

The growing interest in color cosmetics has influenced the further creation of its packaging options, according to Benjamin Cohen, chief marketing officer, Knoll Packaging.

Cohen tells Beauty Packaging, “Through the rise of color cosmetics, so has the need for sustainable packaging solutions that maintain the DNA of the brand.” At Knoll, he says, “Part of our corporate sustainability mission is to not only eliminate plastics from our supply chain, but innovate products that can remove plastics from our entire industry.”

A recent study which said that one of the largest category of products found in landfills is plastic compacts, which can’t be registered at recycling facilities due to their color and size, was Knoll’s inspiration to launch their patent-pending 100% Knoll Ecoform molded pulp compacts, which are fully recyclable in the paper recycling stream. The unique patent-pending design took over one year of research and development to launch onto the market. The compact has a smooth luxury feel and finish and is fully customizable, including embossing and stamping or added FSC paper mask for additional decoration. “The most groundbreaking element of the design,” says Cohen, is a magnet-free closure and removable mirror.” 

How Covid Influenced New Cosmetic Launches

Covid along with supply chain issues, energy shortages, and other assorted challenges have all caused numerous adjustments throughout the industry in the past couple of years. In addition, some customers have changed their perceptions of what’s important to them brand- and beauty-wise. Qualities such as multifunctional, clean, hygienic and easily totable have gained ground as a result.

Pharand-Dias of WWP Beauty affirms the influence masks had on the Color Cosmetic category, saying, “With the drop in mask mandate, we witnessed the resurgence of color cosmetics, driven mainly by the lip and cheek categories.”

According to APC’s Ponte, “Covid delayed and pushed some launches out as people are changing their buying habits, and brands need to adjust.”

Wolfe, at Cosmopak, says that Covid influenced the types of brands and product launches that were successful. “Each phase of the pandemic had different trends associated with it and the mood of the nation seemed to change month to month. We see this in product categories that sell best, and we believe speed to market is key to launching products that meet the rapidly changing mood of the consumer.”

Clean beauty has continued to be a strong influencer when it comes to consumer demand.

NF Beauty Group’s Orozco, says, “Covid continues to influence the beauty space by bringing in more ‘clean beauty’ trends. Such trends feature makeup that is light on the skin, low-medium coverage, with a natural or dewy glow finish. After spending so much time under a mask, people gravitate towards a minimal routine that won’t budge if they do need to wear a mask in certain settings.” 

Consumers are scrutinizing ingredients more than ever according to Brivaplast’s Manera, who says, “There is an increasing interest in clean and green beauty products—the chosen ingredients are often analyzed by the consumers. Unexpected finishes and textures are also an interest lever. The social responsibility of the company/brand that launches these products and the communicated values are often a factor of choice in the purchase.”

Categories with the Most Growth? Lip, Eye, Cheek…? 

The responses we received from cosmetic industry suppliers and brands show a mixed bag of activity, from mascara to foundation—some of which is based on the supplier’s particular expertise.

“Over the last year, we’ve seen the most growth in eye makeup,” says Cosmopak’s Wolfe. “The launch of new products like cream eyeshadows, colored mascaras, and glitter eyeliners are driving growth in this category.”

Meanwhile, Seacliff has seen a rising interest in cheeks. Simon says, “Based on recent viral beauty trends, we continue to expect the cheek category to grow more throughout the year. Brands are further exploring this category and launching a larger variety of shade ranges to reach more skin tones.”

Seacliff offers applicator sticks that can be used for blush, bronzer and foundations in addition to skincare products.

NF Beauty Group has also seen expansion in facial coloration. “There has been a significant increase in the launch of face products,” says Orozco. “Liquid foundation, concealer, blush, contour, and highlight have been coming out in the forms of powders, liquids, and creams to accommodate different types of makeup routines.”

Growth in the lip category has been strong as well.

Pharand-Dias of WWP Beauty, says, “In 2022, the lip category featured the highest growth rate of 13.3% (retail value), surpassing the total color cosmetic growth rate of 8.4% in the U.S. market, compared to 2021, as per Euromonitor.”

At Tokiwa, DiSomma says, “On the forefront of innovation is the eye category with bold and intense colors, unique powder applications, enhanced line features from fine and smooth lines to innovative packaging.”

CTK CLIP’s Paterno has seen a lot of activity in cosmetics for blushers and bronzers. She says, “The face category offers some great sustainable options—mono-material pumps, jars and sticks.

For the trending highlighting, bronzer, blush category sticks are the perfect option combining sustainability, minimal product contact and easy application.” She adds, “Packs that can offer limited formula contact are desired with these formulas, so sticks are always the best option. They offer minimal product contact and easy application.” 

CTK CLIP has a stick option that is mono-material PP that is offered in PCR in a variety of sizes including 4-, 7- and 10ml, so they can be used across multiple product categories. “We also offer the sticks as refillable, which is a great addition to the story and checks almost every box,” explains Paterno.

Most-Requested Packaging Features

As consumers, brands and retailers become ever more educated, suppliers say that sustainability tops the list for brands’ packaging requests.

“The consumers have spoken and sustainability is here to stay,” says Seacliff’s Simon. “Brands need to jump on board as many retailers are also beginning to require packaging to be considered sustainable.” According to Simon, brands are focusing heavily on sustainable packaging options, specifically aluminum, mono-material and refillable packaging. She says, “More and more brands are interested in our exclusive #tide Ocean Material partnership and have already begun testing the material for new projects.”

WWP Beauty’s Pharand-Dias, says, “The brands are requesting sustainable packaging with eco-smart designs and more sustainable material options, such as PCR, bio-based, mono-material, and ‘less plastic’ designs.”

WWP Beauty recently launched the Color Revolution Collection. Pharand-Dias says this collection showcases “mindful, color cosmetic refillable packaging solutions that reduce material usage, lower carbon emissions, promote a more circular design system, and ultimately help create a more sustainable future.” The innovative, intuitively refillable compacts offer four pan options that can be easily replaced and refilled, creating customized product solutions.

NF Beauty Group’s Orozco sees a spotlight on alternative materials. He explains, “Whether that be easily recyclable disposables or heavy-duty refillable materials, brands are looking to innovate through materials in order to continue a more realistically sustainable future.”

Brivaplast has also experienced increased interest in materials used. Manera says that brands are looking for packaging which they can claim to be sustainable, for the material or finished product, but that “it still must be aesthetically eye-catching and pleasant.”

Cosmopak’s Wolfe says that dispensing quality is also a factor.

“Brands continue to request packaging that features sustainable aspects without compromising on functionality. Simple dispensing and application systems are also popular,” says Wolfe.

Tokiwa’s DiSomma is seeing a greater move to customization and turnkey services. She says, “More and more brands are requesting customized packaging and advanced dual-technology in their packaging options. Turnkey options for brands to create customized products is essential in delivering unique consumer products to the market that have a more personalized look and feel.”

DiSomma says Tokiwa’s New Jersey innovation lab, located in East Hanover “allows our customers to set the bar for developing unique, turnkey, and customizable products that are increasing in demand in the marketplace.”
APC’s Ponte says brands are showing the most interest in sustainable packaging and mono-material packages “to meet sustainability goals they have established.”

Sustainability’s Impact on Color Cosmetics Packaging

Beyond a doubt, sustainability has had an unprecedented effect on the entire beauty industry. Here’s how it has specifically affected color cosmetics. One note: There are still confusing aspects as to regulations and claims, prompting many suppliers to offer strong verifications regarding materials and production practices.

Cosmopak’s Wolfe tells Beauty Packaging, “Sustainability has majorly impacted color cosmetic packaging.” He explains that brands are using more eco-friendly materials, such as glass, aluminum, alternate resins and paperboard. 

However, he notes: “We believe there’s tremendous confusion in the industry about sustainability. Many brands make various claims, and there’s currently little to no regulation regarding sustainable claims.” At Cosmopak, he says, “We offer transparent, honest solutions to help brands make claims with confidence while actually improving their environmental footprint through packaging.”

In June 2022, Cosmopak launched a renewable, recyclable and biodegradable paper pulp compact. According to Wolfe, the paper pulp compact is made by combining a sugarcane byproduct and MSDS, SGS and FSC certified paper fibers to enhance and add strength and durability. To minimize water waste during production, the water used to combine the sugarcane and paper fibers is cleaned through a filtration system and reused. Deco options for the paper pulp compact are endless and include non-toxic water-based or soy ink that can be silkscreened, transferred or injected. The material can also be hot stamped, debossed or embossed.

Pharand-Dias of WWP Beauty, says, “We have seen an exponential increase in packaging with sustainable feature requests from brands for the color cosmetic category that encompasses more sustainable materials, mono-materials, less plastic, bio-based, and refillable solutions. Brands are also working ahead on recycle-ready solutions for smaller components such as lipsticks.”

Using Post-Consumer Resins (PCR) has been an easy solution when it comes to sustainable packaging options for color cosmetics, according to Seacliff’s Simon. “However,” she says, “there is no way for brands and consumers to know where these PCR materials came from and if they are truly recycled materials or just virgin plastic. In order to solve this problem, we partnered with #tide Ocean Material to build a fully traceable blockchain supply chain for brands and consumers to trace where their ocean-bound plastic was collected and made into its final package. This is accessible through a QR code shared with the brand who can share it with their customers.”

At APC, Ponte has found that sustainability has impacted color cosmetic packaging in a number of ways: “First, looking at what’s existing in the market is a bunch of packages that are not sustainable and how can that be changed.”

He says APC Packaging is working with several brands to increase the sustainability of their products to meet the goals that their brands have created.

NF Beauty Group’s Orozco says, “Sustainability is on everyone’s minds in this day and age. The majority of color cosmetic packaging that has been launching for the past couple of years has some sort of post-consumer recycled (PCR) material. This alone can add a lot of value to a brand’s sustainability story as it shows that brands are conscious about their ecological footprint.”

Knoll Packaging’s Cohen, says they have now implemented refill technology for color cosmetics. He says, “Our team has introduced Knoll Ecoform molded pulp refill solutions for all categories of color, which can easily be adapted and scaled to meet the growing demand. The key element to move refill packaging into pulp is location of production, and we’re thrilled to now offer Knoll Ecoform molded pulp production in Europe for our customers.”

Recycled or bio-based materials, are increasingly used by manufacturers, according to Brivaplast’s Manera. She says, “Brivaplast has tackled the issue of sustainability from two different but complementary angles: from the standpoint of the business and of the product.

“We’ve devoted just as much attention to materials as we have to the production process, selecting sustainable and post-consumer plastics that would allow us to minimize the use of virgin raw materials, while still ensuring our production processes are safe and the end product is of the highest quality,” says Brivaplast’s Manera.

Brivaplast offers various sustainable materials that Manera says enrich their portfolio of eco-friendly solutions; PET-PCR, HDPE-PCR and a co-polyester with 30% PET PCR for the bottles, ABS-PCR and PP-PCR for the caps.
These materials mentioned have been added to augment Brivaplast’s “This is my second life” collection, comprising mascara, lipgloss and eyebrow mascara packaging, decorated with freehand graphics inspired by the authenticity and genuineness of nature. The colorful finish utilizes mainly renewable raw materials of plant origin (non-human use). These represent up to 50% of the composition of the finish and it derives from wastes from olive trees or soy plants. The varnish is made in Italy.

A Look at Color Cosmetics’ Future

What could this year hold as far as color cosmetic sales?

With moods lightening and sustainable packaging advancing to keep pace with consumers’ mindsets, the suppliers we spoke with predict a rosy future for the category.

WWP Beauty’s Pharand-Dias points to some encouraging stats, including Euromonitor’s forecast of a growth of 5.7% in retail value in the U.S. Market in 2023 and a CAGR of 4.3% between 2022 and 2026. Additionally, Pharand-Dias cites that Euromonitor is forecasting lipstick and lip-gloss to be the product segment with the highest CAGR rate of 5.8% and 5.4%, respectively, between 2022-2026. Another segment with a significant CAGR rate (4.9%) in the same period is cheek products, including blush/bronzers and highlighters.

“The emergence of new trends, technologies and a return to the office should result in a surge in demand for color cosmetics,” predicts Cosmopak’s Wolfe. “The industry will continue to focus on the development of innovative products, such as long-lasting makeup, all-in-one products and natural and organic options. Additionally, the demand for multi-functional and personalized products is expected to increase.”

Manera of Brivaplast foresees “Following a more positive social mood, a corresponding growth could also be assumed for color cosmetic sales.”

At APC, Ponte says, “Sales will continue to grow as Covid restrictions ease and brands change the type of products that they offer. They are also starting to market to consumers in a totally new way.”

At NF Beauty Group, Orozco believes, “As brands continue to do the switch, and start exploring alternative materials, a future without plastic componentry is visible on the horizon.”

And from Mintel, Guinaugh says: “From the pandemic to the conflict in Ukraine and the economic crisis, finding ways to lift one’s spirits has become increasingly important to today’s consumers. Given this, as well as the growing popularity of expressive makeup looks, Mintel expects to see more women gravitate toward makeup products and looks designed to enhance one’s mood, such as the ‘dopamine beauty’ trend.” (See more on “dopamine beauty” in the sidebar.) 

Hailey Bieber’s ‘rhode’ Drops Limited Edition Lip Treatment

Hailey Bieber celebrated her recent birthday with the launch of her signature Peptide Lip Treatment now in a new flavor—Vanilla Cake ($16). As an extra special treat, rhode also released a Birthday Duo kit featuring the Vanilla Cake Lip along with Peptide Glazing Fluid ($42)

Can’t argue with the history of these sell-out stats: rhode’s award-winning Peptide Lip Treatment sold out 5 times in just 6 months and has had a waitlist of over 314k. Peptide Glazing Fluid reportedly sold 36 units per second during its last restock.

COVERGIRL Re-Packages Lash Blast Mascara to Celebrate 15th Birthday

COVERGIRL says its No.1 Lash Blast Volume Mascara—which touts 10X more voluminous lashes and a smudge-resistant formula—sells every 7 minutes. To celebrate the product’s 15th birthday, the iconic orange tube of mascara is getting a limited-edition upgrade marked with gold foil confetti.

“COVERGIRL Lash Blast Volume has paved the way for the mascara category since its release in 2007,” says Alexis Stern, senior vice president, COVERGIRL global marketing, at Coty. “Over the past 15 years, we’ve released multiple iterations, most recently, a clean and vegan version.” 

The Good Mineral

TikTok has prompted a whole new array of beauty terms and trends—including clean girl aesthetic, cold girl makeup, and, more recently, vanilla girl makeup. What does the last mean? Just like vanilla ice cream, the vanilla girl aesthetic is classic and timeless…and one you can often come back to. As far as makeup, the vanilla girl aesthetic is dewy, simple, with a touch of warmth, which is most welcome during the wintertime.

The Good Mineral Founder, Ego Iwegbu, takes on the vanilla girl look in stride. The Good Mineral 3in1 powder is a lightweight foundation, concealer, and powder all in one, and is designed especially for acne-prone, sensitive skin.
You can finish the look with the Glow Box Bundle, which contains one bronzer, one contour, one highlighter, one blush boost, and one jumbo brush. 

How M∙A∙C Approaches Color Cosmetics Packaging

Drew Elliott, SVP/Global Creative Director, M∙A∙C Cosmetics, describes the rewards and challenges of creating packaging for an iconic brand.

Drew Elliott, SVP/Global Creative Director, M∙A∙C Cosmetics, tells Beauty Packaging, “In approaching packaging at M∙A∙C, there is a huge responsibility, both historical and around modernization. First, there is a tribute to the brand heritage. M∙A∙C Black is iconic and the packaging was historically made for ease of use for professional artists. Our approach to packaging is to keep the elements you love from M∙A∙C, the color codes and the ease of use, while bringing modernity.

We want the packaging to be as eye-catching as the color payoff. When we start designing a package, a powder design, or the shape of a lipstick bullet, there are two things that we balance.  First, it must perform, but also it needs to look amazing. We want people to share these with friends and their social media audiences. In all of the projects we take on, we want you to fall in love with the product from the outside, in.

Our commitment to sustainability is not a trend, we have the longest running in-store recycling program in the industry, Back-To-M∙A∙C. What people don’t know is that we are also pioneering many technologies to continue our legacy in sustainability. Our products use recycled materials, sustainable cartons, new forms of mylar, and chemically recycled clear components. Sustainability is at the start of the design process.”

imPRESS Press-On Manicure Makes Nails Super Easy

Everyday—and special—manicures can be fast, easy and polish-free, whether at-home or on the Red Carpet. Celebrity Nail Artist Kimmie Kyees made the most of imPRESS Press-On Manicure to create the Red Carpet nail look for 2023 Golden Globes presenter, Salma Hayek.

Kyees says, “Creating a manicure that’s never wet is my favorite thing! You never have to worry about smudging a nail before showtime.” With no glue, no bling, nails look subtle but sleek. “Just press on and go for a Red-Carpet worthy manicure in minutes,” says Kyees.

The kit contains 30 Nails, Prep Pad, Mini File, and Wood Stick.

Beauty Pie Fuels Fuller Lashes and Brows

Beauty Pie, founded by “serial beauty entrepreneur” Marcia Kilgore (of Soaper Duper, FitFlop, Bliss and Soap & Glory), has launched a super lash serum, powered by LFP.003 PEPTIDE, which claims “significantly longer looking lashes” within two weeks and “significantly fuller looking lashes” (66% fuller, according to trials at four weeks) when used daily on eyelashes and brows. The Lash Fuel Advanced Peptide Serum is made in Korea using a natural formula with biotin and panthenol. The product is held in simple, eco-friendly packaging.

L’Oreal Brings Inclusion to Makeup Application

At the CES (Computer Electronic Show) in January 2023, L’Oréal unveiled two new technology prototypes that they say expand access to beauty expression—HAPTA, the first handheld, ultra-precise computerized makeup applicator designed to advance the beauty needs of people with limited hand and arm mobility; and L’Oréal Brow Magic, the first at-home electronic eyebrow makeup applicator that provides users with customized brow looks in seconds. Both are expected to launch this year.

Pat McGrath Labs Spreads the Love with “Passion-Filled’ Packaging

Love is in the air. Pat McGrath prompts beauty consumers to fall in love at first sight and “to turn your heart on with Spring 2023’s most romantic, ravishing and radiant collection for Eyes, Lips, Cheeks and Complexion.”  At the heart is a trio of six-pan Eye Palettes housed in “passion-filled packaging.”

“The Limited Edition love-inspired packaging” is described as a triptych MTHRSHP color story featuring all new shades designed to work in tandem or individually.  Two palettes—Iconic Infatuation and Sublime Seduction—feature “poetic nudes” in both matte and metallic finishes. The third palette, Velvet Liaison, is the first Pat McGrath Labs all-matte MTHRSHP featuring a versatile range of cool and warm nudes for all skin tones.

Mintel’s Top 2 Takeaways

It’s all about mood-boosting and trust.

Olivia Guinaugh, Mintel’s senior beauty & personal care analyst, offers insight and advises brands on current top color cosmetic trends.

For the upcoming year, she expects to see more women gravitate toward makeup products and looks designed to enhance one’s mood, such as the ‘dopamine beauty’ trend.

Described as the antithesis of the “clean girl” aesthetic (ie, a no-makeup makeup look that focuses on neutral tones), Guinaugh says dopamine beauty is all about bold, bright hues and experimenting with unconventional looks, aiming to boost moods and activate a physical release of dopamine.”

Guinaugh also advises brands to “take a science-driven approach to rebuild trust” as “skepticism toward ingredients is strong in the BPC market. 60% of women agree that they’re paying more attention to the ingredients used in their makeup than they were a year ago.”

While some brands in other BPC categories, such as facial skincare, are already taking a science-driven approach to rebuild trust with consumers, Mintel’s GNPD shows that the color cosmetics category “is lagging in the number of products that call out the use of scientific terms within their product descriptions.”