Gym beautiful: Make-up must-haves for the selfie generation

Sales of prestige make-up grew by 9.8% driven by foundation and lip colour

London: 29th March 2017:  The market for the sale of prestige make-up in the UK reported an increase of 9.8% in the 12-month period March 2016 to February 2017 according to The NPD Group, a global information company. Sales of prestige foundation and lip colour grew by 11% and 28% respectively and is attributed to the growing popularity of make-up for fitness.

Olympian Jessica Ennis first set the scene competing in the Heptathlon whilst wearing make-up. Women are encouraged to exercise and share their experiences through the Sport England Campaign ‘This Girl Can’. It’s becoming second nature for the selfie generation to apply make-up pre-workout and share photographs on social media. The hashtag #gymselfie has been used on Instagram more than 1.4 million times.

Prestige make-up was valued at £770 million in the period March 2016 to February 2017. This growth is driven by foundation, lip colour, eye brow and all other face products (including primers, highlighters and makeup setting sprays).

June Jensen, Director, NPD UK Beauty says: “The trend for wearing make-up in the gym has certainly increased in popularity over the last year. We are seeing a definite increase in make-up sales which we attribute to this trend, especially with foundations that are long-wearing and that are formulated with moisturising or oil-controlling properties.”

The growing popularity of selfie-ready make-up for fitness can be seen clearly in the sales of foundation. Foundation reported an increase of 11% with sales of £206 million. In particular, foundation with benefits has helped to boost sales, with moisturising foundations accounting for 50% of the growth in the last 12 months, and lines offering oil-control producing 25% growth.

Active consumers who work out regularly have higher demands for their make-up, demanding increased longevity and staying power. As a result, the market has seen an increase in the sale of products designed to help make-up last. Sales of face primers increased 9.7% and eye primer increased by 11%.

Lips, brows and long wear

Lip colour is a key element of any face make-up and important in the gym selfie.  In the 12-month period, March 2016 to February 2017, sales of prestige lip colour increased 23% to £80 million. In the same period, sales of brow make-up increased 38% to £29 million. Long wear make-up also proved popular with sales in this category increasing across the board. The star performer in long wear make-up was eyebrows which increased by 105%, lip colour by 33%, powder by 41% and foundation by 15%.

Jensen concludes: “The popularity of wearing make-up whilst exercising is not new, but we are now seeing a huge growth in its popularity. The growing obsession with wearing make-up in the gym has been driven by social media influencers and models such Gigi and Bella Hadid, Josephine Skriver and Jasmine Tookes. These influential women have all posed for selfies in the gym sharing them on Instagram. This new trend looks set to remain and is now driving sales of particular categories of make-up. Women are seeking products with added benefits. This presents an exciting opportunity for brands who we expect will be enhancing their current long-wear technology, whilst developing new textures and light-weight formulations.”

Press Contact

Lucy Green
Greenfields Communications
07817 698366

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