In the past 12 months, 73% of U.S. beauty-buying consumers surveyed say they’ve purchased both eyelash makeup products and tools as well as eyebrow products or tools—up from 66% just five years ago when The Benchmarking Company revealed results from its first nationwide consumer lash and brow makeup survey (2018).
Between then and now, the pandemic years meant the eyes were often the only form of cosmetic self-expression visible to others, making the windows to our souls an even more vital part of a woman’s daily regimen.
Eye makeup continues to dominate the market today, with 90% of women wearing eye makeup three or more times per week. To uncover the latest lash, lid and brow trends, the Benchmarking Company recently surveyed more than 2,600 U.S. female consumers to share their eye makeup usage and buying behaviors.
Mascara Tops the List
Mascara remains the top lash product purchased in the past 12 months by U.S. women of all age ranges, with 94% saying they’ve done so in the past year. This compares to 98% of all women saying they’d bought mascara in the past 12 months in the 2018 study.
For the full article, check out Global Cosmetic Industry's July/August 2023 digital magazine
