The thirst for beauty products shows no sign of abating as it comes in at number two as the second most purchased category in the US.

According to consulting firm Conlumino, beauty products came in second, just beaten by home improvements, due to consumers desire for a ‘small indulgence’ while society are increasingly obsessed with maintaining a youthful appearance.

Another sell for the industry is the boom in social media and bloggers boosting awareness of beauty trends. Indeed, these factors helped both high end and mass market brands prosper.

A poll conducted by Teen Vogue and Goldman Sachs on women between 13 and 29 discovered that the favourite brand is MAC, while Sephora, Urban Decay and Make Up Forever also hit the top ten.