Sales of prestige brow products increased by 52 per cent in the United Kingdom, where they accounted for GBP 6.5 million (EUR 8.17 million) in the period January to May 2014, according to reports The NPD Group. The growth of the brow market is not confined to the UK as a similar trend exists in the United States. In the period January to May 2014, total sales of brow products in the USA reached USD 57.6 million (EUR 42,3 million) representing a growth of 31%, compared to the same period in 2013.

The figures not only demonstrate the popularity of brow products in both countries, but show that growth in the UK is outstripping that in the USA, which is a more mature market. In the YTD May 2012, the USA reported growth of 17% on the same period of the previous year, whilst in the UK it was 41.3%. In 2013 the USA reported growth of 27%, in the UK it was 31% in the YTD May 2013.

Regional opportunities in the USA

According to the market research firm, sales of eyebrow products have increased by double digits over the past three years in the USA, and now represent USD 122 million (EUR 89.6 million), and 11 per cent of total U.S. prestige eye makeup sales.

Prestige eyebrow makeup dollar sales grew by 28 per cent increase in the United States in the 12 months ending March 2014. This increase sharply contrasts to the total U.S. prestige makeup market’s 3 per cent growth during the same time period. “The trend toward defined eyes continues to fuel prestige eye makeup sales nationwide,” said Karen Grant, vice president and global beauty industry analyst, The NPD Group, Inc.

However, less than 80 per cent of prestige retail stores in the U.S. are currently selling brow makeup. According to The NPD Group there are therefore numerous regional opportunities for continued growth in this category, particularly in southern markets within the U.S.

Celebrity culture

According to The NPD Group, 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.

The sale of prestige brow products continues to grow on both sides of the Atlantic with double-digit growth year-on-year. Brands are capitalizing on the obsession with celebrity culture. New product development is targeted and limited. Brands are using in-store promotions and cross-selling to ensure they maximize the insatiable appetite for brows. We predict that brows will continue to get even bigger,” concludes June Jensen, Director, UK Beauty for The NPD Group.