Mascara is losing its position in the global market


Some cosmetic brands ceased to include mascara in your new line of decorative cosmetics. The makeup was an essential component of the female beauticians for decades, but false lashes and tinting of eyelashes quickly come to replace it.

So, cosmetic brand Huda Beauty sells 23 types of false eyelashes, both artificial and mink, but his range absolutely no mascara. Brand Fenty Beauty, Kylie Cosmetics and Anastasia Beverly Hills also missed this product in their product lines.

The sale of carcasses has fallen by 7% in 2016, with 916 million USD to 851 million dollars in 2019. The number of units sold also decreased by 15% during this period. But sales of false eyelashes (and related products such as kits, glue and applicator) increased by 82% in 2016, which brought 313 million dollars in annual sales in 2019, according to Nielsen. Sales of cosmetics for Department stores and specialty stores from November 2019 also observed a decrease of 5% – more than $ 500 million, while sales of false eyelashes have risen 15% over the same period – to $ 66 million, according to NPD Group.

According to analysts from research firm Euromonitor International, the share of carcasses in the global market the beauty industry, the volume of which amounted to 445 billion dollars in 2017, accounted for more than $ 8 billion of sales, what makes this product one of the biggest categories of the market. According to Statista, in 2019 L’oréal Voluminous was the top selling mascara brand in the U.S. with sales of nearly 77,4 million dollars. Second place went to L’oréal Voluminous Lash Paradise with sales of about 73.3 million. However, according to experts, sale of the carcasses will be reduced from 4% to 2% in the next three years.

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It is expected that by 2022 the market eyelash will grow by almost $ 1.5 million, according to Fact.MR. Claire Hennigan, senior beauty analyst at research company Mintel, told CNN: “Mascara is still the most used colour cosmetic product. But we are seeing a stagnation of sales of mascara because false eyelashes are becoming very popular.”

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