Primarily driven by reduced interest in eyeshadow and eyeliner, overall engagement with the makeup category declined 7.7% over three years*. This trend is particularly relevant for cosmetics manufacturers and suppliers, as it underscores a shift in consumer behavior that could impact product development and marketing strategies.
According to Jenny Zeng, Beauty Insights Coordinator at Spate, this decline is part of a broader movement towards more natural and effortless beauty routines. "The decline in interest in eyeshadow and eyeliner products is likely due to consumers shifting their focus toward enhancing the complexion and lips, rather than opting for dramatic eye makeup," said Zeng.
"People are leaning towards simpler, more effortless looks driven by a desire for natural beauty and easy-to-use, long-lasting products," she added. This insight suggests that brands may need to reexamine their product portfolios, focusing on complexion and lip products that align with consumers' evolving preferences for minimalistic beauty.
Blush’s rising popularity shows demand for innovation
While the interest in eye makeup declines, other categories like blush are experiencing growth, particularly innovative formats such as jelly blush. Zeng noted that "the rising popularity of jelly blush highlights how much consumers are seeking new textures and experiences in makeup" because "people are drawn to products that not only perform well but also offer something extra — whether it’s the feel, the look, or even the scent."
She also highlighted how TikTok plays a role in this trend, with users engaging with the playful textures of products like jelly blush. For brands, this presents an opportunity to tap into the demand for novelty by developing products that combine fun and functionality.
The challenge for manufacturers lies in balancing these novel, sensory-driven experiences with everyday practicality. "Striking the right balance between fun and functionality is key to offering exciting, yet wearable, makeup," said Zeng. With consumers seeking more than just efficacy, innovative textures could be a crucial factor in capturing consumer attention.
Makeup longevity: A key trend for 2024
Another emerging trend is the increasing demand for long-lasting makeup solutions, with products like setting sprays gaining popularity. According to Zeng, "the demand for setting spray ties into a larger trend towards makeup longevity, where consumers look for products that stay in place throughout the day without requiring constant touch-ups."
This trend extends also beyond setting sprays to categories like foundation, concealer, and lip products, all of which could benefit from innovations focused on durability.
For product developers, this presents a clear direction: investing in long-wear formulas and products that provide consumers with reliable, all-day performance. Zeng emphasized that brands that focus on long-lasting, practical solutions will likely see success in the increasingly competitive market.
Viral formats and social media’s influence on consumer behavior
Innovative product formats, such as Tattoo Lip Liners and Peel-Off Lip Tints, are gaining traction on social media platforms like TikTok. These products not only capture consumer attention but also generate viral moments that can significantly boost sales.
"It’s increasingly important for brands to innovate with formats, as these products not only grab attention but also create viral moments on social media, particularly on TikTok," said Zeng. The influence of social media cannot be underestimated, as user-generated content and influencer partnerships often accelerate the popularity of these novel products.
For manufacturers, this underscores the importance of staying attuned to social media trends and ensuring that product innovation aligns with the experiential, playful elements that drive consumer engagement on these platforms.
Addressing the needs of mature skin
The report also identified an emerging concern for mature skin within the blush and setting spray categories. As the cosmetics market continues to diversify, brands have a significant opportunity to cater to this demographic by offering specialized products that address specific skin concerns.
"To address the needs of consumers with mature skin, brands should focus on products that offer hydration, smooth application, and natural finishes," advised Zeng. She suggested that products designed for mature skin should be enriched with skin-nourishing ingredients and provide light, buildable coverage that enhances the skin without settling into fine lines.
Brands that integrate skin care benefits into their makeup offerings, particularly in cream formulas, are likely to appeal to this growing demographic.
Implications for brands and manufacturers
The insights provided by Zeng reflect a significant shift in consumer preferences, where simplicity, innovation, and long-lasting results are increasingly prioritized. For brands and manufacturers in the cosmetics industry, these trends suggest a need to adapt product lines and marketing strategies to meet evolving demands.
Whether it’s developing complexion-enhancing products, experimenting with new textures, or focusing on makeup longevity, the key to success lies in staying ahead of these consumer-driven trends.
"Brands that innovate with long-wear formulas, exciting textures, and functional benefits will be well-positioned to capture consumer interest in the coming year," Zeng concluded. Understanding these shifts is essential for suppliers and manufacturers as they plan their product development and marketing strategies for 2024 and beyond.
* Consumer engagement was determined using Google Search and TikTok Views from August 2021 to July 2024
