What to Watch: Mass-Market Makeup Keeps Trying

Last year was a lackluster year for legacy makeup brands in the mass market. Despite turnaround efforts aimed at attracting younger generations of consumers, brands such as Cover Girl, Revlon and Almay all saw year-over-year sales declines and even E.l.f. sales dropped sharply. L’Oréal’s stable of brands, including Maybelline, L’Oréal Paris and NYX Professional Makeup, along with Markwins-owned Wet ‘n’ Wild, are the exceptions when it comes to the big brands — each saw sales increase last year. In 2019, mass-makeup brands are continuing to churn out new products inspired by prestige trends and designed with Millennials and Generation Z in mind, but in a market where consumers are faced with increasing options in online and specialty, the jury is out on whether they’ll bite.

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