Decline in eye makeup signals shift in consumer preferences, says Spate report



Decline in eye makeup signals shift in consumer preferences says Spate report

Primarily driven by reduced interest in eyeshadow and eyeliner, overall engagement with the makeup category declined 7.7% over three years*. This trend is particularly relevant for cosmetics manufacturers and suppliers, as it underscores a shift in consumer behavior that could impact product development and marketing strategies.

According to Jenny Zeng, Beauty Insights Coordinator at Spate, this decline is part of a broader movement towards more natural and effortless beauty routines. “The decline in interest in eyeshadow and eyeliner products is likely due to consumers shifting their focus toward enhancing the complexion and lips, rather than opting for dramatic eye makeup,” said Zeng.

“People are leaning towards simpler, more effortless looks driven by a desire for natural beauty and easy-to-use, long-lasting products,” she added. This insight suggests that brands may need to reexamine their product portfolios, focusing on complexion and lip products that align with consumers’ evolving preferences for minimalistic beauty.

Blush’s rising popularity shows demand for innovation

While the interest in eye makeup declines, other categories like blush are experiencing growth, particularly innovative formats such as jelly blush. Zeng noted that “the rising popularity of jelly blush highlights how much consumers are seeking new textures and experiences in makeup” because “people are drawn to products that not only perform well but also offer something extra — whether it’s the feel, the look, or even the scent.”

She also highlighted how TikTok plays a role in this trend, with users engaging with the playful textures of products like jelly blush. For brands, this presents an opportunity to tap into the demand for novelty by developing products that combine fun and functionality.



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