Lining Up for Growth: The Lip Liner Opportunity

report summary

Lip liner is outpacing the broader makeup category, driving consistent growth across both prestige and mass retail. While categories like blush and concealer have slowed, lip liner has sustained strong double-digit gains—reflecting shifting shopper preferences and rising brand momentum. This report highlights trends at Ulta and Sephora, brand share shifts, and shopper behavior.

Download our latest report on the Lip Liner category to explore how Ulta and Sephora are seeing subcategory shifts and evolving shopper behavior.

Lip liner has become one of the fastest-growing areas in the category, with sustained growth at both Ulta and Sephora while other key subcategories show signs of softening. Shoppers are engaging with a mix of legacy and emerging brands, with recent shifts in format preferences and brand discovery behavior.