Beauty Predictions for the New Decade, From the NPD Group

The NPD Group’s beauty predictions for the decade are in, and they include the return of makeup. NPD vice president and industry adviser for beauty Larissa Jensen released her predictions for the decade ahead Tuesday morning, and she’s not only betting on makeup, but also on a slowdown in natural skin care and an increased, 360-degree focus on sustainability. Makeup is expected to come back in 2021, based on historical cycles between the skin-care and makeup categories, which typically last between four and five years, Jensen said. “If history repeats itself, we are looking at a rebound in the category sometime around 2021, give or take a year,” Jensen wrote on NPD’s blog. It’s unclear what specifically about the category will take off in the next round, but Jensen noted that there’s room for growth in the natural makeup space, which is still very small. “Part of the challenge with these more natural formulas is they may not have the color payoff,” Jensen said in an interview with WWD. “The demand is there, the interest is there from a consumer perspective.” Recently, several growing clean makeup brands have raised capital, including Annie Lawless’ Lawless Beauty and Ilia Beauty. While natural and clean makeup is a segment

Follow WWD on Twitter or become a fan on Facebook.

from WWDWWD https://ift.tt/30lTuIU
via