Mattes, oils, balms, scrubs, glosses – the lipstick category is diverse and growing. This National Lipstick Day, we’re drilling into the data
According to data from Circana, the prestige lip care market is one of the fastest growing categories across the whole beauty industry. Worth £80.4m, customer spending on lip products is up 16% year-on-year.
The Value of Beauty shows that people spent 5% more on beauty consumer products as a whole in 2024, with £22.3 billion splashed on goods. Lipsticks clearly made a significant contribution to this total, with the segment growing three times faster than the eye makeup market in the same period.
On the data, Emma Fishwick, UK Account Director of Beauty at Circana, said: ‘Lip products have been a staple within makeup bags for decades. They are an affordable accessory that can be used for both self-care and to encourage self-expression.’
Fishwick points towards the age-old lipstick index as a reason for the category’s sustained success. She said: ‘2025 has been a challenging year for many and more consumers are actively practising self-care, turning to nourishing and moisturising lip products as part of physical and mental wellbeing.’
The stats prove it – hydrating formats are growing the fastest, up +21% year-on-year as a result. From the viral Laneige Sleep Mask to Rhode’s lip balm phone case, these formulations have been the apple of beauty’s eye and their user’s selfies too.
What about colour?
‘Nostalgia has influenced many trends so far in 2025,’ continued Fishwick. ‘Brown lip makeup looks help reconnect consumers with a time when life felt slower and simpler.’
Naomi Campbell, Pamela Anderson and Iman all pioneered the dark brown liner looks inspiring the double step lip routines taking over TikTok today. Thanks to the trend, sales of brown lip liner saw a 45% increase year-on-year, faster than the wider liner category at 38%.
Whilst brown shades are on the rise, there is less appetite for classic reds which have seen marked decline over the last year. As consumers shift to looks that are less about full-glam and more about ‘you-but-better’, this comes as no surprise. It’s clear they’re ditching shades that need a post-coffee touch up for shades that mirror their mocha.
Whatever lipstick shade you go for, Fishwick’s sentiment rings true to any beauty lover: ‘Whether you line your lips to boost your confidence or slather you pout for ultimate hydration, whatever reason you choose; pucker up with your favorite lip product this National Lipstick Day.’
