Consumers look for more from their foundations

Sales of prestige foundation with added benefits, such as SPF, has increased by over 100% recently, demonstrating that consumers are looking for products that deliver more than simply concealing, covering or enhancing the look of their skin.

Figures released by The NPD Group showed that, in the UK, sales rose by 114% in value in the period January 2019 to end of July 2019. 

Formulas with added hydration and balancing ingredients proved popular while sales of foundation with added SPF is a sector reporting impressive growth.  Foundations with an SPF from 35 to 50 reported an increase of 73% compared to the same period in 2018, representing 6% of total sales in the foundation market, up from 3% in the same period last year. 

Foundation with moisturising benefits reported sales of £30 million representing 26% of total foundation sales, whilst sales of foundation with balancing benefits reached £17 million, and sales of CC cream increasing 331% year-on-year. 

Commenting on the figures, June Jensen, Director, NPD UK Beauty says: 

“The growth of make-up with skincare benefits demonstrates that today's savvy consumer is looking for products that enhance the skin while protecting and perfecting at the same time. These multi-purpose products streamline the beauty regime and give brands the opportunity to enhance their new product launches with new and exciting ingredients. We can see this trend across other sectors of make-up where sales of lip colour with skincare benefits increased 245% in the first six months of 2019 compared to the same period in 2018. It's a category we expect to increase in the coming years.”