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Pandemic paints ugly picture for UK supermarket makeup sales

Gaelle Walker
22 December 2020

Cosmetics sales through the UK’s supermarkets have dropped 22% to £182.8m in the last year as make-up plunged down the priority lists of pandemic-hit shoppers, The Grocer’s Top Products 2020 survey, in association with Nielsen shows.

The top nine biggest selling supermarket cosmetic brands have all hit by double-digit falls in year-on-year sales through the multiples, the annual survey reveals, with the decline not having been helped by the closure of many supermarket beauty aisles during periods of lockdown.

Rimmel retained its number one spot as the top-selling supermarket cosmetic brand but at £144.9m – sales were down 16% on last year.

It was followed by Maybelline which accrued sales of £113.7m – down 17.8%.

The L’Oréal brand took the third spot but sales of £69.1m were also down 24.3%, while fourth place Max Factor was down 25%.

However, while the nationwide shutdown was “ugly news for make-up” it was a different story for nailcare brands, the Top Products report added.

The closure of nail salons helped the Cutex and Nails Inc brands achieve respective value sales boosts of 15.3% and 53.4% (albeit from small bases).

Image: @RimmelLondonUK Instagram

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