Mass beauty sales are all over the board: some categories are way up (lipstick, concealer) and others (lip gloss) not so much. Here’s a list of the categories and key brands that are winning and struggling in supermarkets, drug stores, mass outlets and dollar retail chains for the year-to-date period ending October 6, provided by IRI, a Chicago-based market research firm.


Conditioner +6.26
Organix, It’s a 10

Concealer + 10.85
L’Oréal Paris True Match, CoverGirl Invisible, Revlon ColorStay, Maybelline Dream Lumi Touch

Foundation +5.06

Revlon ColorStay; Garnier Skin Renew; Almay Smart Shade; Maybelline Dream Fresh BB; CoverGirl Smoothers

Lipstick +8.34

Revlon Just Bitten Kissable; L’Oréal Infallible, Revlon SuperLustrous

Hand & Body Lotion +4.43

Jergens Natural Glow; Cerave, Aveeno Active Naturals

Eyeliner +5.99

Physician’s Formula Shimmer Strips

False Eyelashes +6.57

Revlon Beyond Natural; Salon Perfect Perfectly Natural, e.l.f., Ardell

Makeup Applicators +9.19

e.l.f.; Belle; EcoTools

Body Anti-Aging +8.89

Lierac Paris Coherence Body Anti-Aging; Artra Body Anti-Aging; Lansinoh Body Anti-Aging


Blush -4.03
Neutrogena Healthy Skin Custom Glow, Physician’s Formula Happy Booster

Lip Gloss -5.50

L’Oreal Infallible, CoverGirl NatureLuxe; Maybelline Shine Sensational, Revlon Colostay Mineralz

Eyeshadow -6.31
Rimmel Glass Eyes, Maybelline Eye Studio Color Tattoo; L’Oréal Infallible, Almay Instense I Color Bold Nudes

Depilatories -8.32

Olay, Nad’s, Nair Au Natural, Sally Hansen Pure Scent Station

Editor’s Note: While Nail Polish managed to grow 4.91% YTD, the number is a far cry from the double-digit increases the category experienced this time last year.