By will-buy
The no-makeup makeup look is eclipsing the louder, heavier looks of history.
And with this particular trend, foundation may be dying out.
The Clarins Skindex report, which surveyed 1,000 UK women about their everyday makeup routine, discovered that 1 in 6 women have completely stopped wearing foundation.
While foundation does still account for 26% of makeup sales, according to research by NPD, sales of prestige foundation were down by 6% between January and the end of September this season compared to the same period in 2023.
