New research has found that Brits spent £164.87 last year on makeup and on average purchase a makeup product once a month.
We are also using more makeup, with almost 2 in 5 (38%) using more in 2023 than last year. Men are one of the biggest drivers for this trend, with over half of men surveyed (51%) saying they are using more makeup now compared to a third (36%) of females.
The research comes as global beauty brands Maybelline, NYX Professional Makeup, L’Oréal Paris and essie are launching a new collaborative campaign in the UK called ‘It’s Mine to Makeup’ putting the creativity back into the hands of consumers and allowing us all to experiment with multi-tasking products at accessible prices. The campaign features some of the brands most famous faces including NYX-Professional Makeups ambassador Anne-Marie and L’Oréal Paris ambassador Rochelle Humes.
The campaign comes as research has found that 72% of makeup wearers find it important that a makeup item has multiple functions when it comes to purchasing new items, which is why Maybelline, NYX Professional Makeup, L’Oréal Paris & Essie’s ‘It’s Mine to Makeup’ campaign wants to celebrate that one product you can’t live without and challenge tradition, to inspire multi use application of a single use product for under £10.
With many of us looking to cost save it has meant having to rethink our makeup purchases. Over a quarter (29%) of makeup wearers saying they are more likely to purchase affordable makeup because of rising cost of living and for 58%, price is the most important factor when purchasing makeup – which begs the question, could a multi-functional product be the answer?
When it comes to wearing makeup, over three quarters (77%) of respondents said they wear makeup for themselves, with 80% female respondents surveyed stating this compared 58% of male respondents who said the same. The research also highlights that makeup is about looking good for yourself and not just for others, the power of ‘It’s Mine to Makeup’ is to find the joy in how make-up makes you feel, regardless of what people think. Just over 3 in 5 (61%) of 24–35-year-olds say that makeup gives them the confidence they need, with 55% of 16-24 agreeing. Furthermore, make-up makes us happy, with 43% of all respondents saying so.
“Historically, makeup has often been thought of as something to make you look good for others – which we’re excited to see changing. With ‘It’s Mine to Make up’, we want to celebrate the creativity and joy that make up can bring – ripping up the rules of how it’s used! We’re excited to galvanise the nation to get creative with the different ways to use makeup and unleash people’s inner makeup artist – whatever their budget.”
Anika Majithia, UK & Ireland General Manager for Maybelline, NYX Professional Makeup & essie
Social media is the place to go to get tips, from the likes of Pinterest and Tik Tok with 54% of us using Tik Tok to get the latest looks. Having more time to get ready clearly encourages us to experiment, with 35% of us saying we do this more when prepping for a party. 42% of people admitted it takes a couple of tries to get it right, with just under a third (30%) saying it takes 3-4 attempts and 11% (1 in 9) saying that it takes them between 5 and 6 times to get the look they want.
Make-up is all about experimenting, with whatever one product you pick, from getting the most out of your jumbo eye pencil, to finding out new ways to conceal, seeing yourself in a new light with a new lipstick application or finding a new trend to express yourself through your nails. Maybelline, NYX Professional Makeup, L’Oréal Paris and essie are here to show consumers that ‘It’s Mine to Makeup’ however you want to do it.
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