Working from home, physical distancing and mask-wearing have decreased the importance of wearing makeup for women in the U.S. It’s clear that focusing on a personal beauty routine may not be a priority in the midst of ongoing challenges and changes.

NPD’s new 2020 Makeup Consumer Report presents the latest data and insights on women’s attitudes toward the makeup category, shopping behavior and purchase influencers, and brand awareness, usage, and perceptions. It also provides detail on makeup usage behavior changes during the public health crisis and gives a new look at the Gen Z makeup consumer.