Times of great difficulty produce new ideas and innovative solutions. For the makeup sector, from the supply chain to brands selling finished products, this is the time to innovate, develop new technology, study new formulas and active ingredients, and invest in quality and efficacy.

Despite being hit hard by the pandemic, over the coming months the sector will begin growing once again, adapting to new consumer habits. According to Imarc Group, the global value of facial makeup production touched 42.7 billion dollars in 2020, and the expected annual growth rate is about 4% for the next five-year period (2021-2026). Special attention will go to natural products with moisturizing, antibacterial, and anti-inflammatory effects. Europe will continue to play a key role in the development and sale of new solutions, but important growth rates will also be seen in North America, Latin America, the Asia-Pacific region, the Middle East, and Africa. The forecast is also excellent for the eye makeup sector, which was worth 15.5 billion dollars in 2020: a study from last April by ResearchAndMarkets.com estimates annual growth at 5.4% from 2018 to 2023. Eye makeup was the sector least affected by the widespread use of protective equipment and has also benefitted from the increased consumption of makeup by men and younger age groups, especially due to the influence of social media. The lip and color makeup sectors will also see a rebound: with the weather improving an increased emphasis on super colorful makeup has already been noted. This is especially true of younger generations, who will rediscover makeup as they leave these months of fear behind and begin to experiment with glitter, powders, and multicolored eyeliners.