U.S. women continue to look for more natural beauty alternatives and the fountain of youth, according to a new report from Mintel. With more than 6 percent growth reported from 2001-2006, the overall makeup category has continued to soar with strong contributions from the natural and anti-aging makeup segments. Last year, the makeup industry garnered $6 billion in food, drug and mass merchandiser (FDM) sales.


Brands claiming to promote youthful skin added $39 million of growth in the FDM category from 2004-2006. Major companies such as L'Oreal, Maybelline and Revlon have introduced signature anti-aging lines nearly tripling their combined sales, growing from $22 million to $61 million in the last two years. According to Mintel's exclusive research, more than 40 percent of respondents wear makeup with anti-aging ingredients.

"Women continue to search for the fountain of youth, and the anti-aging sector has expanded significantly to cater to this need," said Kat Fay, senior analyst for Mintel. "This particular segment has grown because products are more area specific, which helps the consumer narrow the field of choices. Because Boomer women cover three different decades, formulations must serve a variety of expectations from tightening skin to reducing fine lines."

Beyond anti-aging, natural products have also significantly driven growth in the makeup sector. More than 40 percent of Mintel's exclusive survey respondents said that they prefer makeup with all-natural ingredients, which clearly supports the growth reported by Mintel Global New Products Database (GNPD). According to Mintel GNPD, more than 200 new introductions in this area have debuted in the U.S. this year. More than one fifth of global organic and natural new product makeup launches have come from the U.S. alone.

"As consumers increasingly embrace natural and organic foods in the grocery store, health and beauty items will also mirror this trend," said Fay. "Women are paying closer attention to what they eat, as well as what beauty products they choose. Natural products are associated with the 'good-for-you' movement, and hold major potential for marked growth."