Let’s call it the grooming boom.
In 2023, purchases of grooming and shaving products made through Afterpay surged 122%, trailing only foot care and facial pore strips in terms of growth.
“Grooming products outperforming traditional beauty products suggests people are taking a more preventive path in their daily lives,” says Shakira, Consumer Insights Psychologist and Afterpay Ambassador・Forbes-Bell said, noting that this growth is primarily being driven by Generation Z.
Makeup products in the cheek, bronzer, and lip segments continued to record strong sales, but in fact, among color cosmetics, it was eye makeup that grew the most in 2023, according to Forbes Bell. We attribute this phenomenon to an increase in her coined words. ” A noisy beauty. ”
Similarly, sales of body and glitter increased by 56%, which Forbes Bell correlated to Beyoncé’s “Renaissance” tour. For this tour, 32-time Grammy Award winner Beyoncé herself asked participants to wear “amazing silver fashion.” — and Taylor Swift’s equally dazzling “Ellas” world tour.
“Whether performing at the event itself or recreating the look for a themed party, it’s no surprise that sales of makeup products and body and hair glitter have increased compared to previous years,” Forbes Bell said. Stated.
And for the surge in foot care, we can credit the “skinnification” effect and trendy K-beauty products in categories like foot masks.
Top 15 beauty and personal care products purchased via Afterpay in 2023.
- Foot care: +331%
- Facial pore strip: +240 percent
- Grooming and shaving: +122%
- Eye makeup: +110%
- Tanning products: +102%
- Face makeup: +95%
- Blotting paper: +86%
- Toners and astringents: +79%
- Lip liner: +75%
- Lip gloss: +75%
- Sunscreen: +71%
- Blush and bronzer: +70%
- Aftershave: +70%
- Lip balm: +69%
- Eye primer: +63%