NPD reported prestige beauty sales for the first quarter of $3.7 billion, an increase of 4 percent. Online sales grew 2 percent to represent 14 percent of dollar sales during the quarter and captured sales from brick and mortar, fueling sales of all categories. Online sales of makeup grew 30 percent, online skin care sales grew 21 percent and online fragrance sales soared 25 percent versus the same period last year. For the quarter, overall makeup sales reached $1.7 billion, a 9 percent jump, skin care sales grew 1 percent to $1.3 billion and fragrance sales grew 1 percent to $686.9 million.

“Online is beauty’s primary growth engine, not just for the future, but now. It’s the arena where consumers are most free to investigate and discover products as well as emergent brands. As user generated content continues to grow more prominent and influential, it’s also building a reputation as the trusted voice consumers turn to when contemplating a purchase. Online, consumers are increasingly more comfortable to buy when they trust the voice,” said Karen Grant, Global Beauty Industry Analyst, The NPD Group. “Brands and retailers adapting by increasing communication in both traditional and newer formats like user generated content to tell the brand story and consumer journey, are gaining consumer trust, involvement, and advocacy.”

Within makeup, a 12 percent increase in face products sales drove growth, with influence from primer and concealer sales. Within skin care, hair product sales grew 6 percent, led by shampoo, and sun products, which jumped 6 percent led by in-sun products. Home scents drove sales, too, with an increase of 18 percent, which includes diffusers, room fresheners and other home ancillaries.