Demand for products like eye shadow are on the rise as consumers experiment with "above the mask" beauty, while sales of lipstick are on the decline.
Eye makeup sales are up 204% year-over-year for the three-month period ending on June 28, according to Kantar Media. Suddenly how-to guides for bold eyes and tips for how to apply mask makeup are popping up everywhere among beauty influencers on YouTube and TikTok, with the latter amassing more than 53 million views from videos tagged #MaskMakeup.