It seems nearly everyone has a workout routine and with all that time spent pursuing good health and fitness comes an increased desire to look good while doing it—not only with clothing, but with makeup, too. 
 
According to global information company The NPD Group, Prestige makeup sales increased by 11% to $7.6 billion in the 12 months ending February 2017, accounting for over 80% of total industry gains. Growth in foundation, primers, eye brow, and lip color products, as well as those formulated to be long-lasting and waterproof, are all part of the trend.
 
“In today’s image-driven society, the bar has been raised to maintain a perfected ‘natural’ appearance virtually around the clock,” said Karen Grant, global beauty industry analyst, The NPD Group—and a member of Beauty Packaging’s Board of Advisors. “With heightened focus on appearance, the door opens for manufacturers and retailers to fill the need for consumers seeking increased usage of beauty products that can hold up to the rigors of our active lives – including a workout – to look good before, during, and after working out. “
 
Foundation sales grew by 8% during this period, driven by long wear foundation and those with added benefits. Long wear foundation sales increased by 13%, while basic foundation saw a decline. Concealer sales increased by 17% and powder by 7%, the latter which has now surpassed blush sales. Completing the makeup package, growth in eye brow makeup accelerated to 31% and lip color sales increased by 18%. 
 
Makeup has seen sales increases for products designed specifically to help makeup last; primer sales for the face (+16%), eyes (+6%), and even lips (+23%) have grown. Waterproof mascara (+16%) and eyeliner (+7%) led the gains in their respective categories. To freshen up after a workout, dry shampoo sales increased by 66%.