Makeup Party Trends: The Quiet Decline of a Social Phenomenon in South Africa
Are Makeup Parties Over? The Numbers Say Yes.
Makeup Party peaked at ~29,313 annual searches in 2022. 2028 is tracking ~8,777 (projected full year).
Estimated yearly searches for “makeup party” with a fitted trend line extended two years. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data.
-12%YoY (2025)
29,313 (2022)Peak year
8,777 (2028)Latest year
8,777 (2028)Low year
📊Makeup Party: -12% YoY (2025 vs 2024).
🔥Peak year 2022: 29,313 annual searches.
📈2028 tracking 8,777 (see chart).
📊 How PartyTrends measured this
Tracked 6,037 keywords from Jun 2022 to May 2026.
Normalized searches per 1,000 people in each province.
Utilized linear trend fitting for 2027-11562 forecasts.
Is the Makeup Party Industry Toast?
“The makeup party? Pffft, it’s sooo last season.” — a fictional Gen-Z influencer, probably. The buzz around makeup parties has dwindled, and our latest data from PartyTrends backs this up. With a shocking decline of 32% year-on-year in searches, makeup parties are on a downward spiral. In 2022, we saw a peak of 29,313 searches, and by 2026, it’s already projected to drop to 15,941. But the future looks even bleaker; forecasts indicate numbers could plummet to around 8,777 by 2028.
This drastic drop in interest signals a trend that party planners and brands need to pay attention to. It seems the allure of getting glammed up with friends for an evening of makeup application and selfies is fading. We read this as a potential shift in social engagement — perhaps the party scene is evolving, or maybe people are just getting more into the ease of beauty routines that don’t require a full-on group event.
As we dissect this trend, it’s essential to consider the reasons behind it. The rise of effortless beauty looks, along with the growing popularity of skincare over makeup, indicates a shift in consumer preferences. Younger generations are more about self-expression through natural beauty rather than piling on layers of products for that #fierce look.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
29,313
—
Chasing
2023
18,040
—
Chasing
2024
19,340
—
Chasing
2025
16,940
—
Chasing
2026
15,941
—
Chasing
📊
Headline from the data
Makeup Party peaked at ~29,313 annual searches in 2022. 2028 is tracking ~8,777 (projected full year).
The Market Dynamics: A Makeover Needed
The declining interest in makeup parties has rippling effects across the South African beauty market. Brands like Revlon, Maybelline, and Essence may need to rethink their marketing strategies if the primary consumer base — Gen-Z and millennials — is no longer swayed by traditional makeup parties. The market is shifting towards experiences that are more interactive and less product-focused. Makeup parties have had significant traction in the past, particularly in urban centers like Cape Town and Johannesburg, but with current trends, it’s clear that these regions need to adapt to chang consumer preferences.
In a province-wise analysis, Gauteng, with its larger population, saw a significant share of searches but didn't escape the decline. In contrast, smaller provinces like the Western Cape are also witnessing the shift. This is crucial as beauty retailers anticipate how to stock their shelves going forward. Seasonal spikes during summer months, usually associated with festivities and parties, are also expected to be influenced by this decline.
🏆
29313
2022
leader
📊
18040
2023
challenger
Yearly share
2022
29.4%
2023
18.1%
2024
19.4%
2025
17%
2026
16%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
Consumer Behavior: What Are We Really Searching For?
So what are South African consumers saying through their search behavior? The sharp decline in interest in makeup parties could suggest that younger audiences are looking for more meaningful, experience-driven gatherings rather than simply gathering to slap on makeup. The shift is palpable among the youth, who are turning more towards low-key social interactions — think lowlighted chill sessions over glam makeup marathons.
Social media trends can also provide context; TikTok has shifted the narrative around beauty, often focusing on simple routines, skin care hacks, and even zero-makeup looks. The rise of virtual makeup application tutorials has made it easier for young people to engage with beauty without needing a physically involved party setup. As this shift occurs, we can expect gatherings to turn more into casual hangouts or themed experiences that don't involve a makeup station.
🔮
2028 projection
~8,777
Makeup Party is quietly fading out
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
With the makeup party trend in decline, retailers like Pick n Pay, Checkers, and Woolworths need to reconsider their stock strategy. Essential products like skincare from brands like Nivea and simple makeup items from essence can be key moving forward. Large beauty-related gatherings at retail outlets, which used to involve makeup demos and tutorials, may need to pivot towards skincare events or personalized beauty consultations instead.
Moreover, products like sheet masks, facial mists, and multi-functional skin care that encourage at-home pampering can take the spotlight over party kits filled with makeup. This shift isn’t just about what’s on the shelves but also the in-store experiences that retailers offer. Cozy beauty lounges and skincare workshops can replace makeup stations to attract customers looking for a different kind of beauty experience.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
makeup partyParty CityAce Party SuppliesBalloon Emporium
Are you still into makeup parties?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The landscape of makeup parties in South Africa is experiencing a notable decline, as evidenced by a significant drop in search interest. The estimated yearly searches for 'makeup party' have decreased from 29313 in 2022 to a projected 8777 by 2028, reflecting a -32% year-on-year decline. This trend suggests that the social phenomenon of makeup parties, once a staple for gatherings and celebrations, is losing its appeal and relevance among consumers.
As the makeup market evolves, various factors contribute to this downturn. Changing consumer preferences, increased competition, and a shift towards more personalized beauty experiences are reshaping how individuals engage with makeup. The decline in makeup parties may also signal a broader trend in social gatherings, where traditional formats are being replaced by more intimate or alternative experiences.
Findings & patterns
According to a report from 6Wresearch, the South African makeup market currently shows a competitive landscape, with a Herfindahl-Hirschman Index (HHI) indicating a slight increase in market concentration. This competitive environment could be influencing the popularity of makeup parties, as consumers become more discerning about how they spend on beauty-related social events. The report suggests that as brands innovate and respond to changing consumer demands, traditional makeup party formats may struggle to maintain interest.
The Spherical Insights analysis highlights rising beauty consciousness among South African consumers, which may lead to shifts in how makeup is used in social settings. The growing preference for natural and organic products, as noted in their findings, suggests that consumers are increasingly focused on personal beauty routines rather than group experiences like makeup parties. This trend may further contribute to the decline in makeup party searches.
Additionally, the WM Strategy report provides insights into the cosmetics industry's dynamics, revealing that consumer preferences are evolving towards more individualistic beauty experiences. The strategic analysis points out that factors such as the demand for innovative product formulations and changing lifestyles are reshaping the beauty market landscape, ultimately affecting the viability of makeup parties.
The Worldmetrics report emphasizes the influence of social media on the beauty industry in South Africa, where trends are rapidly changing. The vibrant beauty economy, characterized by seasonal spikes in makeup purchases, suggests that consumers are more inclined to engage with beauty through digital platforms rather than traditional social events. This shift may further explain the declining interest in makeup parties.
Key indicators
📉Yearly Searches for Makeup PartiesEstimated yearly searches for 'makeup party' have dropped significantly from 29313 in 2022 to a projected 8777 by 2028, indicating a clear decline in interest.
📉Consumer PreferencesShifts towards natural and organic products suggest a move away from traditional makeup parties, reflecting changing consumer values in beauty.
➡️Market CompetitionThe competitive landscape of the South African makeup market is intensifying, but this may not necessarily translate to increased interest in makeup parties.
📉Social Media InfluenceThe rise of social media-driven beauty trends indicates that consumers are engaging with beauty differently, often preferring digital interactions over in-person makeup events.
PartyTrends read
The decline of makeup parties in South Africa reflects broader shifts in consumer behavior and preferences within the beauty industry. As individuals increasingly seek personalized beauty experiences, traditional group gatherings centered around makeup are losing traction. The projected decrease in search interest underscores the need for brands and event organizers to adapt to changing social dynamics.
In light of these trends, the makeup industry must innovate and find new ways to engage consumers. Emphasizing individual beauty routines and leveraging digital platforms for interaction may provide a pathway for reinvigorating interest in makeup-related social events, potentially reshaping the future of makeup parties in South Africa.
