Millennials Fuel Makeup Sales

The Instagram generation continues to fuel a huge increase in cosmetic sales, and right now there’s a lot of glow, golden and gloss going on.

Experimenting millennials had a major brush with full voluptuous eyebrows, filling in with a mind-boggling array of pencils, powders, highlighters, primers, mousse, setter, filler, waxes, serum and gels. And that’s just for the eyebrows! Face contouring rivaled brows.

Watching and following mega-influencers on Instagram and YouTube is where it starts and sharing images on social media platforms is where much of it ends up for camera-ready, makeup loving millennials who are lapping up cult indie brands.

“I’m totally addicted to makeup – I have no problem going into Sephora and spending $200. I spent $600 once. It’s like my drug of choice,” laughs 20-year-old Sam Stark, who watches hours of tutorials each week.

Stark invests at least 45 minutes every morning and uses a minimum of 11 products for a “natural look.” She’s not the only one who likes to be camera ready. Research firm NPD Group reports an increase of 25% in makeup sales in the past two years, and that millennials are using six products each day. reports that liquid lipstick sales doubled in Canada in 2017.

Actually the Canadian prestige beauty industry grew by close to 10% to $1.13 billion last year with makeup a big driver. The two years prior had double digit growth. Reportedly, U.S. revenues at Sephora have doubled. Even online retailer Kylie Cosmetics – of Kylie Jenner fame – raked in almost a half billion in sales in 18 months.

Jenner is a mega-influencer on Instagram with more than 99 million followers, and there’s a growing army of influencers out there. Stark follows Kylie as well as hangs onto beauty creators Jeffree Star and Kristofer Buckle – both have their own beauty brands in the U.S. – and many many others.

Buckle is a makeup artist to the stars – he does the faces of Mariah Carey, Blake Lively, Christina Aguilera and Kelly Ripa. “I don’t follow trends in makeup, I’ve been known to start them.”

According to Buckle, of, “The selfie is just evidence of our self-awareness. People are more conscious of what they look like and what they may want to improve.”

More people engage in the “Brow Centric” trend trending on social media, says Buckle. Another growing market is full coverage foundation, he says.

The future of beauty is with brands that focus on what the women actually needs and that achieves authentic aspirational results. Brands that are able to grow a social following will succeed, and beauty creators and social media icons will continue to lead growth with product collaboration and brand launches.

Canadian celebrity skin guru Nadine Artemis’ clients include Sophie Gregoire Trudeau! Artemis is a beauty philosopher, aromacologist, she offers up these tips to face spring vibrantly:

“My top skincare tip is to spring clean your routine and say goodbye to soaps and suds and hello to skin-loving oils. Most skin cleansers contain surfactants that are added as sudsy detergents and these suds dissolve the skin’s protective lipids and enzymes and stay there even after rinsing. Our moist, beautiful skin goes down the drain.”

In addition to searching out beauty products that work well for them, women are also looking for product lines that are vegan, non-GMO, fragrance free, preservative free, and not tested on animals. One brand that stands out in this category is Arbonne – who have a wide selection of skin care and make-up that can suit anyone.

Adapted from an article in the Toronto Sun


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