According to NPD data released on Wednesday, US prestige beauty sales grew 3% in January and February, with skincare outperforming makeup and fragrance. For the week ending February 29, dollar and in-store beauty sales grew 4%, while skincare increased 13%.
"Personally, due to a positive coronavirus case in my community, I am on day seven of social distancing," NPD's beauty industry advisor Larissa Jensen said in a note on the data. "I have washed my hair once and worn no makeup in that time. My skincare routine, however, remains intact." "Are other women following the same pattern?" Jensen asked. "How will these behaviors play out in NPD's weekly beauty sales as we move through March?
A quick scroll through social media seems to indicate that Jensen is far from alone in turning to skincare during self-isolation and quarantine.