I love analysing our beauty industry and seeing where the strengths and weaknesses are in terms of sales and purchases, here are 10 interesting statistics I wanted to share with you about what we are buying and using and why.

Facial moisturisers remain the most commonly used product amongst a female audience 8 in 10 women use one. 

78% of both women aged 16-24 and 65 and over use a moisturiser.

Soap is skewed higher in urban locations, with 56% of female consumers in these areas using compared to 51% in rural locations.

Face masks and peels display the lowest frequency of use in the facial skincare market 

Some 47% of facial skincare users feel they do not have time to use facial masks

Facial wipes have continued to grow in popularity, and sales increase yearly.

Almost seven in 10 women used nail polish in 2014, it seems one of the fastest growing sectors of beauty.

Cosmetic make up face primers have seen the strongest sales growth year on year. 

Eyebrow products have seen the fastest rate of sales increases overall, with growth of 41.5% from 2012-13. Celebrity endorsements of the beautiful brow are fuelling the popularity.

Women aged 16-24, most invest in eye make up (92%) Mascara is the most popular product purchased.

*Mintel 2013/14