Global News and Digital Insights
for the Consumer Goods Industry

TikTok trends prompted Americans to buy beauty products, surging Ulta’s sales

ConsumerGeniuses

ConsumerGeniuses

During the pandemic, consumers prioritised buying skincare and healthcare products instead of makeup. As the governments around the world lifted the coronavirus restrictions, the tables turned and now the majority of consumers are buying makeup products and pushing skincare products to the back of the retailers’ shelves. Ulta Beauty’s first-quarter sales have proven this trend as the makeup brand achieved $2.3 billion in sales and $331.4 million in net profit. NPD group finds that this surge in the sales of beauty products is deeply connected with TikTok trends, emphasising that colour is back.

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