Millenial pink the top global lip trend, Youcam finds
YouCam Makeup pulled data from 23.5 million virtual lipstick trials through the AR app. Twenty percent of lipstick try ons in the US and the UK were millennial pink. In China and Japan, fifteen percent tried on millennial pink.
Pink hues were overall strongest in the US and the UK. Almost half the shades tried on in these countries were pinks. The preference for pink is significantly higher in the US and the UK with the rest of the world trying on pink only 20%-35% of the time.
More classic reds dominate the East. China revealed preferences for experimenting with orange, sheer nude and purple. Korea followed K-Beauty trends and went for darker pinks, reds and purples.
YouCam shared insight into texture preferences too and showed that matte is a huge trend in the US and UK. Forty percent of try ons are for matte textures in these countries. East Asian users prefer sheer texture instead. Japan led with half of all try ons in sheer and China revealed forty percent of its try ons also to be sheer. China also showed a preference for satin texture. Korea was split evenly across matte and sheer.
The top new trend YouCam revealed is two tone lips where the top lip is a completely different color than the bottom lip. The trend stems back to Jason Wu's NYFW Fall 2017 show. It has gained so much traction that YouCam notes that "beauty brands such as Estée Lauder and Laneige have also released two-toned lipsticks in their collections." YouCam shows a seventy four percent uptick in try ons for this trend.
National Lipstick Day will be celebrated on Saturday, July 29th. YouCam Makeup has released a collection of looks to try on celebrating these trends as well as new looks from the runways including metallic lips.
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