There’s a fervour for take-away in the beauty world right now. Not a craving for fries and burgers, but for beauty of the on-the-go variety - more specifically for the modern beauty stick.
The rise of the beauty stick
The beauty stick’s journey began with the humble lipstick, with the tube as we know it invented in 1915 as an alternative to the tradition of wrapping rouge in silk paper. Within a few short years, major cosmetics companies had clued in to the convenience of the invention, creating their own versions. Appealing to growing demand for convenience, the innovative concept of lipstick in a tube birthed major expansion. Put to market was a myriad of ‘take-away’ make-up options, catering to the eyes, brows and complexion with contour, eyeshadow, blush and highlight options.
Beauty sticks now line the shelves in most cosmetic departments, with brands continuing to expand on existing offerings. You only need to look at for proof - the brand was one of the originals to introduce beauty sticks into its repertoire. What began with chubby sticks for lips has continued to grow - the chubby family now includes highlighter, lip colours, multi-functioning colour balms and shadows, and most recently, a foundation stick. Another brand that highlights the growing interest in the category is Nudestix - a brand solely based around the beauty stick. Nudestix’s range of easy-to-use make-up crayons has awarded the line a cult-like following, 41,000 social media fans, and distribution via beauty giant Sephora.
Consumer convenience
For artistry and events leader Anne Salem, the popularity of the beauty stick shows convenience is key to modern consumers. She explains: “Gone are the days you need to carry brushes around for correct eye make-up application. [Thanks to beauty sticks, there are] no more cracked powders in the bottom of your make-up bag, and pre drink-after-work touch-ups are a breeze!” ’s founder Shelley Barrett agrees: “Sticks are very handy to throw in a make-up bag and [are] great for application on-the-go.”
Salem says beauty sticks are specially designed to be applied in the minimal amount of time with the minimal amount of fuss: “Customers want to be able to smudge their make-up on with fingertips, and have it still look good, be it lips, cheeks or eyes.” For beauty sticks to appeal to customers in this regard, innovative packaging design is just as important as formula. Sticks are designed to be long-lasting, and created with collaboration in mind so they can be layered. Salem explains the formula for Laura Mercier’s offerings: “The colour range is not limited, the texture is oil-free so it doesn’t move all day. The colours can be layered with eyeshadow or together.”
A taste of the trends
Following in history’s footsteps, most brands tend to enter into the beauty stick market with a lip product. This is certainly true of Laura Mercier, with Salem explaining: “Laura Mercier Lip Crayons were a logical and great entry to any make-up collection, it seemed right.” From there brands tend to expand their stick offerings into other cosmetic categories. Especially when it comes to those that are multi-purpose (named multiples). “Customers want ease of use; hybrid products that help their make-up look great without spending hours creating it. It’s the one make-up bag look,” says Salem.
Barrett believes lipsticks remain the most popular style of beauty sticks available in the marketplace, commenting: “Everyone has a lipstick in their beauty bag!” But the true appeal of the stick lies in its ability to integrate different trends. The 2014 rise of contour spurred rapid demand for an easy-to-use contouring tool - enter the contour stick. It’s the latest development from ModelCo, with Barrett explaining the brand’s product: “This mirrors the global trend of facial contouring made popular by Kim Kardashian.”
The future’s looking bright
Considering the enduring popularity of the beauty stick in all its forms, Barrett predicts it is here to stay. “People love the packaging of sticks and like the precise application they provide. I feel they are here to stay for a while.” Salem agrees, saying the stick appeals to both consumers and industry professionals: “The make-up stick trend is on the rise, and I don’t think it will be on the decline anytime soon. The stick is loved by make-up artists and non-make-up artists alike… [They] have evolved and become a staple in every kit and bag.” But how exactly will the category develop? Salem predicts brands will focus on expanding the colour ranges of existing lines before turning towards hybrids, texture types and the enduring favourite, the limited-edition.
