The lip care trend is making an exciting comeback, harkening back to the classic staple—lip balm. While the makeup scene has witnessed a remarkable surge in lip treatments, oils, and glosses over recent years, lip balm is reclaiming its place at the forefront of the beauty industry. This return is not just nostalgia; it’s supported by solid data showcasing an increase in both unit sales and premium pricing. According to Daash Intelligence, lip balms have experienced a 3.5 percent rise in unit sales year-to-date, indicating a growing demand. Moreover, the average price has gone up by $5.50, reflecting a shift towards higher-quality products within this segment, as highlighted by Melissa Munnerlyn, cofounder and chief marketing officer of Daash Intelligence.
The resurgence of popularity around lip balms can be traced back to the meteoric rise of lip treatments in 2022, significantly driven by the success of Hailey Bieber’s Rhode Peptide Lip Treatments. Priced at $18 and available in eight core varieties, these have carved out a notable presence in the world of high-end lip care. Prior to this, lip oils were leading the pack, largely due to viral products from brands like Dior and Clarins, which have captivated younger consumers, especially within the Gen Z bracket. As beauty enthusiasts continue to explore different lip products, it seems that classic balms are now enjoying a renaissance, proving that sometimes, the original products can stand the test of time.
As the marketplace for lip care expands, the resurgence of lip balm offers a unique positioning point in a landscape saturated with various formats. Many brands are tapping into this renewed interest with innovative launches and clever marketing. For instance, Starface has recently entered the lip care arena with its $6.99 Star Balms, adding a fresh take to traditional formulas. Other notable new entries include Cocokind’s Ceramide Lip Blur Balm, which humorously brands itself as the “world’s first lip balm” at $12, and trendy offerings from Eadam and Starface. The variety in price points and formulations not only showcases creativity but also caters to a wide range of consumer preferences.
The numbers reflect a substantial growth trajectory for lip balms, particularly in the prestige segment. Daash Intelligence reports that sales have soared by 29 percent in unit sales over the past year, driven by exciting new products and an increase in retail availability. This trend is corroborated by Circana, which notes that lip balm sales in both the mass and prestige markets reached an impressive $486.5 million in the United States in 2024, marking a staggering 45 percent increase compared to the previous year. This upward trend underscores a revitalization of interest in balms amidst a competition that includes an ever-expanding array of lip treatments and glosses.
What’s particularly fascinating about this trend is how consumers are gravitating towards products that bridge simplicity with efficacy. As brands put modern twists on traditional balms, consumers are responding positively to formulations that promote hydration and care for the lips while celebrating nostalgic classics. This embrace of the familiar, alongside a willingness to experiment with new flavors, colors, and textures, reflects a broader desire for authenticity and quality in personal care products. As consumers invest in their lip care, they are not just buying a product but also a piece of history and self-care that feels both nourishing and indulgent.
In summary, the lip care market exemplifies a beautiful cycle of innovation and tradition. While the frenzy around lip oils and treatments introduced various sophisticated options for consumers, lip balm is now stepping back into the limelight, offering customers a blend of familiarity and newness. The rise in sales and variety underscores a piqued interest in balms that are premium yet accessible, proving that as trends evolve, the classic and understated approaches in beauty can still shine through. As the lip care craze continues to develop, one thing is certain: lip balms are here to stay, reaffirming their place in our daily beauty routines.