It’s no surprise to hear women are spending more on beauty products than ever before, but what we’re spending the most on does make for interesting reading.

According to new research by John Lewis, sheet masks, superfood skincare, premium fragrances and anything in millennial pink are among the best-selling products.

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Their fifth John Lewis Retail Report found that sales of sheet masks is up dramatically thanks largely to #sheetmask, which has over 200,000 tags on Instagram.

Estée Lauder experienced a 123% increase in sales of their Powerfoil mask, on 2016 after celebrities including Victoria Beckham, Emma Stone, Drew Barrymore and Jessica Chastain all revealed their beauty preparations with a #sheetmaskselfie.

The other popular skincare trend is the emergence of products containing superfood extracts to feed the skin, like Clarins’s Double Serum, which launched in September and uses anti-ageing turmeric. Meanwhile Elemis’s Superfood Facial Oil, with broccoli and daikon radish extracts among a cocktail of others, was John Lewis’s best-selling seasonal launch earlier in the year.

john lewis

The reports also found that sales of premium fragrances are up over 35% compared to last year, with Chanel, Creed, Tom Ford and Hermes among the biggest selling brands.

Pink provided the biggest inspiration in 2017, with 63,000 searches on johnlewis.com since January 2017 and the retailer’s best-selling lipstick was MAC’s Velvet Teddy, a dusky, muted pink.

john lewis

Looking ahead to 2018 the retailer are predicting two-tone lips. With women set to wear clashing colours on upper and lower lips for a standout pout.

One final statistic and one that we love is that the Chanel liquid lipstick is one of John Lewis’ top sellers at 4am.

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