The cosmetics industry is reeling after a new survey found sales for a new category of cosmetic items plummeted.
In the latest report from Kantar Media Group, cosmetics sales for the first six months of 2017 fell 16% from the same period last year.
The category includes makeup remover, eyeliner, blush, concealer and highlighter.
The sales were down 14% from a year ago and the number of products sold in the category fell by a whopping 61%.
Kantar said the drop could signal a trend toward fewer customers opting to purchase cosmetic products in 2018.
The survey, conducted by Kantar and conducted by Experian, found that makeup removers accounted for about a quarter of the total makeup sales in the United States last year, down from 28% a year earlier.
That’s because the category has grown in popularity and is now more affordable.
It also helps explain why the number and price of remover products dropped from $11.75 to $7.69 per pack, according to Kantar.
Kantelas report also found that a majority of consumers are looking to try new products and are buying more of them than ever.
It found that the number, number and cost of products offered by major brands has grown by over 300% since 2010.
Kants report noted that consumers who bought makeup in the past three months also were more likely to buy cosmetics in the next three months, with 52% of those buying cosmetics in 2017 spending $200 or more in the six-month period.
The new cosmetics category is a relatively new one.
Last year, the cosmetics market was valued at $3.4 trillion.