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Lip Balms Make a Comeback: The Return of a Beauty Staple
about 1 year agoUS
The lip care market is experiencing a significant shift. After several years dominated by trends like peptide treatments, lip oils, and glosses popularized by brands like Rhode, Dior, and Clarins, the classic lip balm is making a strong comeback. Consumers and brands are rediscovering the appeal of traditional balms, leading to renewed interest and innovation in this category.
Key Insights
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Sales Growth: Lip balm unit sales are up 3.5% year-to-date, according to Daash Intelligence. Across mass and prestige markets in the U.S., makeup lip balm sales hit $486.5 million in 2024, a 45% increase from 2023 (Circana data).
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Premiumization: The average price point for lip balms has increased by $5.50, suggesting consumers are willing to pay more for higher quality or enhanced balms (Daash Intelligence). Prestige lip balm unit sales specifically grew 29% over the last 12 months.
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Market Shift: The resurgence follows periods where lip treatments (like Rhode's Peptide Lip Treatments) and lip oils (like Dior's and Clarins' viral offerings) led the market. The return to balms now serves as a differentiator.
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New Launches: Brands are capitalizing on the trend with new balm offerings, including Cocokind's Ceramide Lip Blur Balm ($12), Eadam ($24), Starface's Star Balms ($6.99), and Maybelline New York's upcoming Lifter Glaze Lip Balms.
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Why this matters: This trend signals a potential shift in consumer preferences back towards foundational care products, albeit often with enhanced formulations or branding ('premiumization'). It presents opportunities for both established and new brands in the beauty space.
In-Depth Analysis
For the past few years, the lip category, the fastest-growing segment in prestige makeup, has been defined by innovation beyond the traditional balm. The launch of Hailey Bieber's Rhode Peptide Lip Treatments ($18) in 2022 significantly boosted the lip treatment segment. Before that, lip oils had their moment, largely thanks to viral products from Dior and Clarins that captured the attention of Gen Z and younger consumers.
However, as the market became saturated with various formats like oils, glosses, and even jellies, the simplicity and familiarity of lip balm have started to stand out again. Data confirms this shift isn't just anecdotal. Daash Intelligence highlights not only a 3.5% rise in unit sales but also a significant $5.50 increase in the average price, pointing towards "both higher demand and premiumization within the segment." This is further supported by Circana's findings that U.S. makeup lip balm sales surged by 45% in 2024 compared to the previous year, reaching nearly half a billion dollars.
Brands are responding swiftly. Cocokind launched its Ceramide Lip Blur Balm ($12) with a playful "world’s first lip balm" campaign. Eadam ($24) and Starface ($6.99) have also introduced popular balms. Mass-market giant Maybelline New York is extending its successful 'Lifter' franchise from glosses to balms with the upcoming Lifter Glaze Lip Balms. This renewed focus suggests that the humble lip balm, often enhanced with skincare ingredients or unique textures, is reclaiming its position as a staple in beauty routines.
FAQs
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Q: Why are lip balms becoming popular again?
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A: After trends focused on oils and treatments, the simplicity and effectiveness of balms are appealing again. Brands are also innovating with new formulas and premium positioning, making them feel fresh and desirable. Market saturation in other lip categories also makes balms a point of differentiation.
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Q: What's the main difference between new balms and older versions?
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A: While traditional hydration remains key, many new balms incorporate skincare ingredients (like ceramides), offer unique textures or finishes (like blurring effects), and come with more sophisticated branding and packaging, contributing to the 'premiumization' trend.
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Q: Are lip oils and treatments disappearing?
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A: Not necessarily, but the spotlight is currently shifting back towards balms. Oils and treatments still hold a significant market share, but balms are experiencing the most notable recent growth surge.
Key Takeaways
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The lip care market is cyclical; the classic balm is back in focus.
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Look for new balms featuring enhanced ingredients (like ceramides) or offering specific benefits beyond basic hydration.
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Expect to see more balm options at various price points, from budget-friendly to prestige.
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If you prefer straightforward lip care with proven effectiveness, now is a great time to explore the latest balm offerings.
Discussion
The return of the lip balm shows how beauty trends often come full circle. Do you prefer the classic balm, or are you sticking with oils and treatments? Let us know!
Share this article with others who need to stay ahead of this trend!
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Sources & References
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Red - UK Magazine (March 27, 2025 Issue): Mentioned the trend of new lip treatments making lip care lust-worthy.
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