"In an oversaturated category, brands that more create confidence, rather than more choice, will win. Make makeup easier to use, trust and repurchase by reducing friction and proving performance."
Shiyan Zering, Senior Beauty and Personal Care Analyst
UK makeup purchasing remains resilient, despite financial pressure, but consumer behaviour is becoming more value-led. In the UK, 33% of makeup buyers say the availability of cheaper versions would encourage them to try a new product, signalling interest in price-driven trial over novelty.
Consumers are prioritising products that justify their place in a routine through performance, longevity and multifunctionality. This is creating a “dupe pressure cycle” where viral launches are quickly replicated at lower price points, accelerating comparison and limiting brands’ ability to sustain premium positioning.
As a result, dupe pressure limits value sales from frequent and trend-led launches, with targeted, problem-solving innovation that addresses persistent consumer pain points driving growth instead. Products that improve fit (eg undertone-first bases), wear (eg longer-lasting glow or correction tools) and efficiency (eg hybrid formats) are best placed to encourage consumers to trade up and repeat purchase by reducing friction.
However, competition from adjacent categories is putting pressure on makeup’s role. Lip care is absorbing spend through tinted treatment hybrids, and rises in professional treatments are absorbing key eye and nail usage occasions. Without clear differentiation and credible performance, makeup risks losing ownership of these moments, leading to further value leakage.
For the purposes of this Report, Mintel has used the following definitions:
Within this Report, we also discuss base and point colour makeup. Base makeup refers to products for the face that create an even cover for the skin, primarily foundation, concealer, BB/CC creams and face powder. By contrast, point colour refers to makeup products that are designed to draw attention to specific areas, such as eye, lip and nail makeup.
Nail care products (eg cuticle cream, buffers and French manicure) are excluded. Body glitter products and instant tanning products are also outside the scope of this Report.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
Pay via credit card or invoice (net 30 payment terms)
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
Focus on the data that matters most to you with a customisable databook available on our platform
Discount automatically applied in basket
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact us
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact us
