Hollywood’s fascination with the #nomakeup selfie is beginning to take a toll on the cosmetics business. After being buoyed for a few years by Kim Kardashian — who launched the American public to face contouring and different make-up-heavy seems — the business is beginning to see gross sales plunge as more ladies select to go au naturel regularly.
Whereas celebs like Beyoncé and Gwyneth Paltrow started posting rigorously curated images of themselves daring to go to barefaced as early as 2014, then transfer to a more recent-confronted look has solely crescendoed in recent times, sending gross make-up sales down 7 % within the quarter that resulted in September.
Alicia Keys declared herself make-up free in 2016, whereas Beyoncé appeared on the September 2018 cowl of Vogue sporting little to no make-up. Lady Gaga — who rose to fame on her extremely stylized garments and make-up — posted a photograph of herself on Instagram earlier this year sporting little greater than Audrey Hepburn’s yellow diamond Tiffany necklace. And celebs together with Jennifer Lawrence, Amanda Seyfried, and Kate Winslet have all just lately walked the crimson carpet without portraying their faces.
What began as a fad seems to have change into motion — and it has Wall Street alarmed. Weiser made a comment after Estée Lauder reported a 6% gross sales to decline within the US on Nov. 12 due to the weak demand for shade cosmetics. Just some months earlier, in August, magnificence retailer Ulta slashed its 2019 progress forecast — sending the beauty vendor’s inventory down 30%.
Even Kylie Jenner’s 3-year-outdated magnificence empire seems to have taken successful as shoppers’ tastes change. As The Put up reported in July, Jenner, a member of the Kardashian clan well-known for her pouty lips, noticed sales of her eponymous model drop 14 % this yr by Might, in accordance with information from Rakuten Intelligence.
Dillon could have been referring to the rising recognition of skincare and wellness merchandise, an upswing that means ladies are nonetheless spending some huge cash to look good — simply not on make-up.
In make-up, the one ray of sunshine has been in merchandise that makes ladies look as in the event that they’re carrying little to no make-up, like a tinted moisturizer and lip gloss and nail care, NPD mentioned. Against this, gross sales of lipstick, concealer, primers, and nail coloration all declined.