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Stat Department: The Kardashian Effect

Call it a Kim Kardashian-inspired makeover: makeup in both the mass and prestige markets has seen sales of products in categories from contouring to false eyelashes soar.

“The Kardashian effect on beauty is clear when we look at the popularity of trends such as contouring,” said Larissa Jensen, executive director and beauty industry analyst at The NPD Group. “The massive following amassed by the Kardashians looks to these women as beauty influencers and highly regards their opinion and styles to inspire their own personal looks.” Below, WWD examines the effects that five beauty looks popularized by Kim Kardashian have had on sales and category growth.

Contouring: Contouring — the face-slimming technique that re-emerged in popular culture thanks to Kardashian makeup artist Mario Dedivanovic — tripled in size as a category from 2014 to 2015, exceeding $29 million in sales. The category remains in “high demand” on Amazon, said Jungle Scout, a product research tool for Amazon sellers. The contouring trend has not only spurred sales of contouring kits, but concealers as well — YouTubers use multiple shades to create a similar effect.

The E.l.f. Contour Palette is the most searched contour kit from a direct seller on Amazon on an average monthly basis.

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Source: Jungle Scout

7.4: Percentage of dollar growth in the mass-market concealer category from January, one of the only mass makeup categories showing sales gains.

Source: IRI

Tarte Shape Tape Concealer: The top-selling concealer at Ulta Beauty

Highlighting and Strobing: Whether strobing — using a highlighter without contouring first, another Dedivanovic-fueled trend — or highlighting on its own, achieving a Kardashian-esque glow via illuminating makeup products, glow is a trend that is not slowing down. Research from a 2017 Mintel report said: “Highlighters continue to trend…widespread availability suggests the format will become increasingly mainstream in coming years.”

25: Percentage of U.S. women ages 18 to 34 who use highlighters

Source: Mintel

2.8 million: Number of Wet ‘n’ Wild MegaGlo highlighters — the mass market’s top-selling highlighter franchise— sold in 2017.

Precious Petals is the number-one MegaGlo stockkeeping unit.

Source: IRI

False Eyelashes: It’s not a secret that Kim Kardashian’s signature full, perfectly spaced lashes are thanks to false sets — Dedivanovic is known to use faux lashes by Ardell. Jungle Scout identified the category as a growth opportunity for Amazon sellers in 2018.

65: The percentage of dollar growth for false eyelashes in the prestige market from December 2016 to December 2017.

Source: NPD

131: Percentage of dollar growth for false eyelashes in the mass market from January 2017 to January 2018.

Source: IRI

152: Percentage growth in searches for “lashes” on Pinterest from 2017 to 2018

Source: Pinterest

#2: The ranking for “mink lashes” on Google’s list of most-searched beauty topics in 2017, beating “eyelash lift” by two spots.

Source: Google’s Year in Search 2017

Oversize lips: Bigger lips are a beauty phenomenon — surely fueled by Kylie Jenner’s 2015 admission that she’d received lip fillers. Though not a category that can be tracked in its own right, products known to enhance the appearance of the lips — such as lip treatments and lip liners — are on the rise.

39: Percentage of dollar sales growth for the mass lip treatment category from January 2017 to January 2018

Source: IRI

321: Percentage of same-store, dollar sales growth for Maybelline Color Sensational Lip Liner from January 2017 to January 2018

$1.15 million: Dollar sales of NYX Pump It Up lip treatment in 2017, up 44 percent from year prior.

Source: IRI

#7: The ranking for “lip plumper” on the list of most-Googled beauty topics in 2017

Source: Google’s Year in Search 2017

Nude Makeup: Not to be confused with “no-makeup makeup,” a nude makeup look requires the use of neutral colors in shades close to one’s skin tone, in everything from blush to eyeshadow to lip color — and it typically involves foundation too. Despite the blockbuster launch of her KKW contouring sticks this summer, Kim Kardashian popularized the nude makeup look in 2017, citing a return to a pared-down aesthetic following her robbery incident in Paris. Prestige brands — including Estée Lauder, Dior Beauty and Bare Minerals — released nude-themed collections in 2017, and Jungle Scout referred to the category as “in high demand,” fueled by products like Maybelline’s The Nudes palette, Physicians Formula Shimmer Strips Highlighter and The Balm Nude ‘dude eye shadow.

#6: Nude makeup’s ranking on the list of most-Googled beauty topics in 2017

Source: Google’s Year in Search 2017