Author: MMM Team
06 Feb 2024
In a surprising twist, Maybelline Fit Me! Matte + Poreless foundation claimed the coveted title of the top-used foundation in 2023, narrowly beating out Estee Lauder's Double Wear Stay In Place Foundation.
Giorgio Armani Luminous Silk experienced a notable fall in popularity, landing in the 10th spot. This departure from its usual top-ranking position in previous years raises the intriguing question of whether consumers are adjusting their preferences amidst the rise in living costs and inflationary pressures.
The rankings, derived from 2 million interactions in the MMM database, for the top-used foundation products of 2023 are as follows:
Maybelline Fit Me! Matte + Poreless Foundation- $9.99 USD
Estee Lauder Double Wear Stay In Place Foundation- $49 USD
MAC Studio Fix Fluid Foundation- $42 USD
Fenty Pro Filt'r Longwear Foundation- $40 USD
IT Cosmetics Your Skin But Better CC+ Cream- $47 USD
Nars Sheer Glow Foundation- $47 USD
Nars Radiant Longwear Foundation- $52 USD
Maybelline Fit Me! Dewy + Smooth Foundation- $9.99 USD
Tarte Shape Tape Contour Concealer- $31 USD
Giorgio Armani Luminous Silk Foundation-$69 USD
Key takeaways from the 2023 statistics highlight the popularity of Maybelline products, Fit Me! Matte + Poreless and Fit Me! Dewy + Smooth Foundation, often recognized as affordable alternatives to the pricier MAC Studio Fix Fluid and the coveted Giorgio Armani Luminous Silk Foundation, respectively. Remarkably, these Maybelline alternatives offer consumers a wallet-friendly choice, with a price point of US$9.99 compared to their higher-end counterparts, priced at US$42 and US$69.
An additional observation from the 2023 data is the sustained influence of major conglomerates within the beauty industry. L'Oréal emerges as a dominant force, asserting ownership over four of the top-performing products, including Maybelline, IT Cosmetics, and Giorgio Armani. Estee Lauder follows suit with ownership of two renowned brands, Estee Lauder and MAC, while LVMH controls Fenty, Shiseido oversees Nars, and Kose manages Tarte.These findings emphasize the enduring influence of major players in shaping beauty trends.