Recent growth in key makeup categories coincides with the rising popularity of color cosmetics as the latest workout essential, said global information company, The NPD Group. In the US, prestige makeup sales increased by 11 percent to $7.6 billion in the 12 months ending February 2017, accounting for over 80 percent 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 playing into the trend.

“In today’s image-driven society, the bar has been raised to maintain a perfected ‘natural’ appearance virtually around the clock,” said NPD’s Karen Grant, global beauty industry analyst. “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.”

For the 12-month period ended February, foundation sales grew by 8 percent, driven by long wear foundation and those with added benefits. Long wear foundation sales increased by 13 percent, while basic foundation saw a decline. Concealer sales increased by 17 percent and powder by 7 percent, the latter which has now surpassed blush sales. Completing the makeup package, growth in eye brow makeup accelerated to 31 percent and lip color sales increased by 18 percent. Makeup has seen sales increases for products designed specifically to help makeup last; primer sales for the face (+16 percent), eyes (+6 percent), and even lips (+23 percent) have grown. Waterproof mascara (+16 percent) and eyeliner (+7 percent) led the gains in their respective categories. To freshen up after a workout, dry shampoo sales increased by 66 percent.