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Skin care and wellness are more intertwined than ever, anti-aging is becoming more generalized and the lines are blurring between makeup and skin care, noted NPD in its findings.

Brands with a natural and/or clinical orientation now represent the largest combined share of prestige skin care sales and accounted for all category gains.

This trend coincides with consumers’ interest in facial skin care products with more natural and clinical appeal. While sales of primary care categories including facial cleansers and exfoliators, oil/shine control, toners/clarifiers and masks grew in 2015, the biggest growth areas were in products with an emphasis on complexion preparation. Adding millions of dollars to both the skin care and makeup markets, CC creams and makeup primers alone contributed more than $490 million in sales in 2015, growing 58% in two years.

“The prestige beauty industry has reached a new milestone and a moment of potentially fundamental change,” said Karen Grant, global beauty industry analyst, The NPD Group. “Across beauty, the categories, brands, and products that appeal to younger age groups have become the leaders of growth. New or once overlooked product types are at the forefront, as are new or smaller brands once thought of as less significant. The impact of the internet has further changed the way brands engage with and reach consumers. In this environment, major brands are looking inward and outward to build their presence and equity in ways that resonate with younger consumers, who are not only fresh to the market, but more multigenerational in influence, multinational and multicultural.”