High-Demand Highlighter Powder Products: A Retailer’s Guide to What Sells

Makeup today is very different from what it used to be a decade ago. Back then, highlighter was just slightly brushed as a final touch, which has now transitioned to the most essential part of a makeup routine that is not just used for finishing touches, but also defines the structure, bringing a younger and fresher look, and making makeup look natural and radiant. This shift has driven significant innovation in this category, leading to a whole line of different types of highlighters used for different skin types, desired finishing look, personal preference, convenience, and longevity needs.

Undoubtedly, highlighters are one of the most widely sold categories in the UK, but among these many types, not every type sells equally. This blog provides a guide for retailers on high-demand highlighter powder products in the UK, so you can stock smarter for better sales results.

Types of Highlighters in the UK

1. Powder Highlighter

Powder highlighters have been on the market for years, and are still widely used for the long-lasting shine they bring. These are best for oily and combination skin. From a sales perspective, it won’t be wrong to claim that, as a retailer, if you want to make sales in this category, high-demand highlighter powder products can be your key to that.

2. Baked Highlighter

Baked highlighters usually have a more refined structure than the powder ones and are best for soft glam looks. It is most suitable for normal to slightly dry skin. These highlighters come towards the higher price range of the spectrum, so good margins but slower sales.

3. Loose Powder Highlighter

Another common type of highlighter that can be considered a high-value segment is the loose powder highlighter. The usage is similar to other powder highlighter products, but what differentiates this type is that these are typically highly pigmented and used for an intense, dramatic glow. Therefore, the target consumers are often professional makeup artists, as achieving the right finish for daily use can be tricky for beginners.

4. Cream Highlighter

Among the different types of highlighters, after high-demand highlighter powder products, the cream highlighter dominates this segment. This is owing to its convenient use, more natural and dewy glow, which is also in trend. This highlighter delivers the best results on dry skin due to its creamy texture and hydrating formula, which absorbs into the skin, giving a subtle glow that is more suitable for the UK’s weather conditions.

5. Stick Highlighter

Another common type of highlighter with strong appeal due to its mess-free application, travel-friendly packaging, and easy-to-apply design. These are also great for dry or normal skin, but not too suitable for oily skin.

Why Highlighter Powder Dominates the Market?

• Strong Appeal: High-demand highlighter powder products dominate the market because they are loved by all age groups and consumer segments. Gen Z, who love trendy make-up looks, millennials, who are looking for a subtle glow, and makeup professionals who need products that give the best finish.
• Easy Application: From a sales perspective, it captures the attention of both beginners and professionals in makeup, unlike cream or liquid highlighters, which require more expertise. This strength contributes to strong customer retention and a higher repeat purchase rate.
• Price Point: Powder highlighters stand out among other types because they are affordable for all classes, as they come in all price categories. On shelves, you can find mass, mid and premium powder products, offering a commercially versatile range.
• Market Trends: Trends that are driving sales, such as preference to natural glow over glitter and sudden hype of luminous skin, glass skin, soft glam and minimum makeup looks, are influencing consumer demand for highlighter products. Moreover, social media influencers have also contributed to sustained interest in powder highlighters.