This article was originally published in the Cosmetics Business Colour Cosmetics Trend Report. Receive your copy here.
Setting sprays have become a staple in beauty routines as a way to keep make-up in place all day and withstand summer heat.
But while the products have been around for years – Urban Decay’s best selling All Nighter Setting Spray was among the first to launch, and the current top two bestsellers in Europe, Huda Beauty’s Resting Boss Face spray and Charlotte Tilbury’s Airbrush Flawless, launched in 2019 and 2020 respectively – 2024 has seen an even stronger uptick in sales of setting sprays and a surge in innovations taking the trend into new directions.
According to Circana, sales of setting sprays and powders have risen by 63% across Europe between January and June 2024 with the market research company noting that the segment is “hot on social”.
In fact on TikTok, setting sprays have garnered 774.7 million views, with an increase of 224% (332.4 million) in views since last year, according to Spate.
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