Face masks fuel boom in eye make-up sales

FACE masks are driving a boom in sales of mascara and false eyelashes to enhance the only part of the face left visible.

With mandatory use of masks due to be introduced from Friday, cosmetics companies have already reported a 480 per cent rise in eye make-up sales since the start of lockdown.

Tweezerman has reported a 331 per cent rise in eyelash curler sales compared to the same period last year.

And market research expert Kantar said that for the 12 weeks to June 28, the online market for eye make-up saw a 204 per cent rise compared with last year. Total online cosmetics sales jumped by 128 per cent. In July, Bobbi Brown’s eyeshadow, mascara and eyeliner all saw a double digit growth on last year, according to parent company Estée Lauder Companies UK & Ireland.

But Roshida Khanom, of market research experts Mintel, said the mask rules could mean a further decline for lipstick.

“Mandatory use of masks will boost usage of eye makeup as women seek to express themselves through the areas of their faces that are visible,” she said.

“Lipstick has already declined in popularity as trends have favoured gloss; however, the segment as a whole will struggle as it becomes tricky to use lip products with face masks.”