SAN FRANCISCO — Daash Intelligence, an AI-powered commerce intelligence platform that tracks weekly beauty sales, identified notable shifts in makeup purchasing behavior in the weeks surrounding Memorial Day, as consumers prepared for the summer season.
Categories tied to sun protection, long wear and hydration gained momentum, reflecting changing consumer priorities as warmer weather and outdoor activity began to drive purchasing decisions.
Melissa Munnerlyn, co-founder and chief marketing officer at Daash Intelligence, said the data highlights a clear seasonal pivot toward performance-driven and skin-conscious products, particularly those that combine protection with durability.
Body sunscreen leads SPF gains
Body sunscreen emerged as the standout performer within SPF products heading into the holiday. It was the only SPF category to gain more than half a point of dollar share in both the week leading up to Memorial Day and the week of the holiday itself, rising 3.1 points and an additional 0.6 points, respectively.
This made body sunscreen the most consistent share gainer across the holiday period, underscoring growing consumer attention to full-body sun protection as summer approaches.
Setting sprays climb in waterproof makeup
Within waterproof makeup, setting sprays posted notable gains, reflecting increased demand for products that help extend wear time in heat and humidity. Setting sprays were the only category in the segment to gain more than half a point of dollar share in the week leading up to Memorial Day, increasing 0.6 points from 13.4% to 14.0%.
That growth helped move the category from the fourth- to the third-best-selling waterproof makeup segment during the period.
Consumers spend more on key categories despite price increases
Even as prices rose, shoppers continued to invest in high-performance waterproof makeup. During the week of Memorial Day, seven waterproof categories generated more than $1 million in weekly sales. However, only two categories posted gains in dollar share: eyeliners, which rose 0.6 points to 17.7%, and lip liners, which increased 0.3 points to 6.7%.
Both categories saw gains despite higher average selling prices, indicating that consumers are willing to pay more for products that deliver durability and performance in summer conditions.
Jojoba gains traction as a key ingredient
Ingredient-level data also pointed to evolving preferences, particularly for formulations that combine makeup with skincare benefits. Jojoba emerged as one of the fastest-growing ingredients in waterproof makeup, gaining 1.2 points of dollar share across the two-week period.
Its share rose from 6.6% to 7.8%, moving from the No. 14 to the No. 8 position among ingredients.
The gains suggest rising consumer demand for hydrating, skin-conditioning formulations that align with broader wellness trends while still delivering on long-wear performance.
Seasonal shift toward performance and care
Overall, the Memorial Day data underscores a seasonal shift toward hybrid products that balance protection, endurance and skin benefits. From sunscreen expansion to waterproof makeup and ingredient innovation, the trends point to a summer beauty market increasingly defined by functionality and value.
As the season progresses, these categories are likely to remain key drivers of growth as consumers prioritize products that can keep up with more active, outdoor lifestyles.
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