According to the NPD Group, women in the U.S. have returned to their former makeup habits now that most mask requirements have been lifted and more people are returning to workplaces, travel and events. In fact, the market research company found that about 70% of makeup wearers have not only returned to previous routines but are wearing a bit more makeup than they did last year.
 
Mascara is the most used makeup product overall, followed by foundation, eye shadow, eye liner and lipstick.
 
Larissa Jensen, beauty industry advisor at NPD—and a member of Beauty Packaging’s Board of Advisors, says, “As women get dressed up again, makeup is a natural accompaniment. The recovery and creativity of the makeup category is leading sales gains for the prestige beauty industry in 2022. After a gloomy period shrouded by the pandemic, we are seeing a renaissance in makeup artistry, as consumers experiment with color again.”
 
In the prestige makeup category, U.S. sales revenue grew by 22%, from January through May 2022, versus last year. That’s more than twice the rate of skincare, and faster than fragrance, according to Retail Tracking Service data from NPD.
 
Women report that they primarily wear makeup to enhance their appearance; however, Gen Z and Millennial women wear makeup mainly to boost their confidence. Across generations, almost 30% of women wear makeup because they say it brings them joy. “The pandemic shifted our definition of wellness, moving it beyond the physical to be more about mental health and well-being,” says Jensen. “Makeup products are satisfying an emotional need to look good and feel better about ourselves.”