The prestige beauty market for sales of brow products is driven by celebrity culture, according to the NPD Group Inc., a global information company. Sales of brow products accounted for £6.5 million in the period January to May 2014 reporting a rise of 52% on the same period in 2013.
In comparison, the next star performer in the make-up category is lip liner which grew by 27% and is followed by eye shadow which grew by 19% compared to the same period last year (YTD May 2014).
The celebrity factor
The trend for big brows continues to remain a big story – both on the catwalk and amongst models and celebrities. “Brows keep getting bigger,” says June Jensen, Director, UK Beauty for The NPD Group. She continues, “Power brows are now an essential make-up look. Early adopters of the trend were inevitably, the fashion set, but the look has now become main stream.”
Celebrity culture is driving growth in this category and the rise in the number of brow bars and specialist treatments like brow extensions, confirms that brows are now a firm part of the beauty ritual. “Cara Delevingne is the trend-setting brow icon of our age; she embodies the look and is the defining personality for the beauty press. However, a more exaggerated brow look has become prevalent on the high street, popularised by reality television stars from TOWIE and Geordie Shore,” according to Jensen.
The best-selling brands
The sale of brow products is booming and the …
