The beauty industry has witnessed a remarkable boom in lip products recently, and one category that’s making a significant comeback is lip liners. With the rise of social media platforms like TikTok, lip liners have become a central theme in makeup routines, drawing attention back to this classic cosmetic. According to data from Spate, since September 2022, there has been a notable increase in interest surrounding lip liners, driven largely by buzz from social media and spikes in Google searches. The resurgence can be largely tied to nostalgia, with many beauty enthusiasts reminiscing about the iconic lip looks of the ’90s, making it an engaging topic online.
At the heart of this lip liner excitement is the trend known as the “lip combo,” which involves layering multiple products to achieve that perfect pout. This often entails pairing lip liners with various lipstick formulations, glosses, and treatment oils. The hashtag #Lipcombo has gained traction on TikTok, with views soaring by 9.9 million year over year, a clear indicator of the rising popularity of such makeup techniques. It is fascinating how a simple concept from the past has evolved into a new ritual embraced by many, making lip liners relevant once again in today’s cosmetic landscape.
In terms of brand performance, NYX Professional Makeup has emerged as a clear champion in the lip liner market, generating an impressive average of 101,300 monthly Google searches. This is more than double that of its nearest competitor, MAC Cosmetics, which rakes in about 44,000 monthly searches. This staggering search volume indicates that NYX is excellently converting online buzz to purchase intent, a crucial element in the competitive beauty industry. Their Slim Lip Pencil, priced at just $5 and available in 31 vibrant shades, has been particularly popular among consumers. The brand has also introduced the Duck Plump Retractable Lip Liner for $10, complementing their widely cherished lip glosses, thus reinforcing their presence in the market.
However, NYX isn’t alone in its dominance. The lip liner sphere also includes well-known brands like Nars Cosmetics, Urban Decay, Kylie Cosmetics, and Morphe. Though they are established names, newer indie brands such as Refy, Merit, and Hailey Bieber’s Rhode are starting to make their mark as well. In February, for instance, Rhode managed to capture the third spot in TikTok viewership for lip liners, following the launch of its $24 Peptide Lip Shape liners. It was encouraged by high-profile endorsements from popular creators like Mikayla Noguiera and Jeffree Star, highlighting the potential impact of influencer collaborations in driving product visibility.
To illustrate the competition among lip liner brands, we can take a closer look at the top players in terms of Google search interest. Besides NYX Professional Makeup and MAC Cosmetics, Nars with its Precision Lip Liner and Morphe’s Color Pencil are notable contenders, with searches of 7,800 and 5,900, respectively. While Kylie Cosmetics and Urban Decay also make the list, each brand has its own unique positioning that appeals to different segments of beauty enthusiasts. Whether it’s affordability—like with L.A. Girl Cosmetics’ $3 lip pencil—or prestige with Charlotte Tilbury’s $26 offering, there’s a lip liner option available for everyone.
The wave of lip liner popularity is undeniably tied to broader trends within the beauty community, ever-evolving thanks to digital platforms. As makeup enthusiasts continue to share, review, and experiment with various combinations, the lip liner is seeing a renaissance like never before. With its strategic positioning between nostalgia and innovation, the resurgence of lip liners showcases the beauty industry’s dynamic nature and its ability to adapt to contemporary preferences. As more brands refresh their offerings and consumers embrace new makeup routines, it will be interesting to see how the market continues to evolve and who will capture the hearts—and purses—of beauty lovers in the future.