All eyes on mascara boom amid face mask rules

The rise in remote working has also led to a drop in demand for more formal office attire

Eye makeup has increased in popularity during lockdown. Courtesy Pinterest

With face masks now commonplace, the area below the eyes is seldom seen in public amid the ongoing coronavirus pandemic.

Face coverings are consumer trends, with the cosmetics industry seeing eye make-up constituting a larger proportion of overall sales during and since the height of lockdowns, according to analyst The NPD Group.

Face masks have meant that make-up for the face below the eyes has become less popular, while interest for eye make-up has risen.

After studying sales data for make-up bought by women in department stores as well as online, the analyst group found mascara and eyeshadow accounted for 25 per cent of all cosmetics sales post-lockdown – up from 22 per cent before coronavirus restrictions came into force. Eyebrow make-up has also been increasing its market share since lockdown.

Lip products fell from 14 per cent before lockdown to 12 per cent after.

"The popularity of eye make-up can be attributed to increased experimentation at home and wearing make-up while socialising with family and friends virtually or during conference calls with colleagues," Emma Fishwick, account manager at NPD told the BBC.

"As consumers are required to wear face coverings in shops, on public transport and other public spaces, the lip segment has declined in share, driven largely by a decline in demand of lip colour as the lip area is no longer visible when wearing a mask," Ms Fishwick said.

The rise in remote working has meant that the demand for more formal office attire has dropped, too.

The online retailer Asos said last week that sales of make-up and sportswear had been particularly strong as people were stuck at home, though seasonal clothes such as summer dresses sold less well. The company also reported fewer returns on items, indicating that people were being more careful with their purchases.