Welcome to the Beauty Bay Beauty Map – spotlighting the most popular beauty purchases in the UK by county and product.

Discover where Self Tan reigns supreme, which regions buy the most brow products and what beauty must-haves dominate in your home county.

Simply click on a makeup category to see where it is most frequently purchased, or select by county to see if there’s any truth behind beauty stereotypes.

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Browse by County

Lipstick

Lipstick

Forget all notions that it’s the city girls that love a power lip, because the region buying the most (pink) lipstick turned out to be Somerset.

Cherry from Cherry Pie blog, noted that the county seemed to be stepping away from its country bumpkin sterotype, “It's a big misconception that here in the West Country we’re all about tractors. In fact, we’re pretty well versed in creating beauty looks too. For us, a slick of lipstick is one of the simplest and most transformative ways to change up our look from day to night - and we rock it really well!”

Nail Polish

Nail Polish

Casting off any stereotyped association with fake tan, in seems Essex residents prefer a lacquered nail over a tawny complexion.

Laura Potter from Tiny Twisst commented, “I think nail polish is more popular than fake tan in Essex because, believe it or not, we’re not all orange! With nail bars on every street, girls in Essex definitely prefer to keep their nails as perfect as they can - self tan takes a back seat!”

Foundation

Foundation

Scots love their foundation, buying significantly more as a region than the national average.

Adrienne, from Scotland based blog The Sunday Girl commented, “Creating a flawless base is super important to us ladies from the North. Foundation helps to give us a natural glow, which our predominantly grey skies don’t. And with a huge range of colours available now, finding the perfect shade is so much easier.”

Eyeliner

Eyeliner

From feline flicks and signature sweeps to trend-led and edgy liner looks, eyeliner proved popular throughout the whole of the UK. Kohl pencils, cream pots and liquid pens were bought most regularly throughout Scotland, Cornwall and Central London, firmly sitting within the top four product purchases in these areas.

Eyebrow Colour & Shaping

Eyebrow Colour And Shaping

Whilst women across the UK are paying more attention to their eyebrows than ever before, with eyebrow shaping, defining and filling products accounting for 25% of all beauty sales, Merseysiders seem to take brow grooming more seriously than most.

Eyeshadow

Eyeshadow

From the classic smoky eye to the cleverly-crafted cut-crease, eyeshadows help to form a whole host of beauty looks. As the UK’s top buyers of eyeshadow, the West Midlands are clearly the most adventurous when it comes to multiple shades to make their eyes pop.

Self Tan

Self Tan

Despite a notable decline across many counties – with the category dropping out of product top-ten lists – when it comes to faking a tan, beauty buyers in the North of the UK proved to be the most dedicated self-tanners. Also remaining loyal to a sunny skin tone were North Yorkshire and Cheshire, a county well-renowned for its hyper-groomed lifestyle.

Makeup Brushes

Makeup Brushes

When it comes to makeup, it seems application really is key, as sales of makeup brushes soared across the country. Perhaps due to the rise in vlogger makeup artists such as Lisa Eldridge and Pixiwoo, offering failsafe tips and tricks for creating flawless looks.

Michelle from Thou Shall Not Covet commented, “Focus on makeup application has increased over the last year or so, with beauty fans striving to get the perfect base. Contouring has been an extremely popular trend: everyone wants to create the looks they see, and they want the right tools for the job.”

Mascara

Mascara

Proving one of the most can’t-leave-the-house-without beauty categories, mascara sat as the fifth best-seller across many counties, with the wonder tubes being most purchased in areas of Wales, Scotland and Dorset.

Blushers

Blushers

Although a makeup bag staple, imparting a youthful flush of colour, blushers don’t feature high at the top of beauty buyer’s priorities - perhaps due to the longevity of the product. Those keeping it rosy lived in South Yorkshire, Tyne and Wear and Northamptonshire.

Georgina from She Might Be Loved commented, “It's unsurprising to see that Yorkshire is one of the top locations for blusher. It's a lot cooler up North and harder for us to get naturally flushed cheeks. Thankfully blusher products are readily available in the market, helping to achieve the subtle rosiness we want, so even the palest of people like myself can be a blushed goddess.”

Browse by Product

Welcome to the Beauty Bay Beauty Map – spotlighting the most popular beauty purchases in the UK by county and product.

Discover where Self Tan reigns supreme, which regions buy the most brow products and what beauty must-haves dominate in your home county.

Simply click on a makeup category to see where it is most frequently purchased, or select by county to see if there’s any truth behind beauty stereotypes.

Orkney

Top 10 product list by county

1.  Nail Polish
2.  Makeup Brushes
3.  Eyebrow Colour & Shaping
4.  Foundation
5.  Eyeliner
6.  Eyeshadow
7.  Mascara
8.  Self Tan
9.  Lipsticks

Shetland

Top 10 product list by county

1.  Nail Polish
2.  Eyebrow Colour & Shaping
3.  Mascara
4.  Eyeliner
5.  Foundation
6.  Makeup Brushes
7.  Eyeshadow
8.  Self Tan

Bedfordshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Lipsticks
7.  Mascara
8.  Eyeshadow
9.  Blushers
10.  Lipgloss

Berkshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Nail Polish
3.  Makeup Brushes
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Lipsticks
8.  Self Tan
9.  Eyeshadow
10.  Lipgloss

Borders

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Foundation
4.  Nail Polish
5.  Self Tan
6.  Mascara
7.  Eyeliner
8.  Blushers
9.  Eyeshadow
10.  Lipsticks

Buckinghamshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Lipsticks
8.  Self Tan
9.  Eyeshadow
10.  Blushers

Cambridgeshire

Top 10 product list by county

1.  Makeup Brushes
2.  Eyebrow Colour & Shaping
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Lipsticks
8.  Eyeshadow
9.  Lipgloss
10.  Blushers

Central Scotland

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Lipsticks
7.  Mascara
8.  Self Tan
9.  Eyeshadow
10.  Lipgloss

Cheshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Self Tan
7.  Mascara
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Clywd

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Foundation
4.  Nail Polish
5.  Eyeliner
6.  Mascara
7.  Self Tan
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Cornwall

Top 10 product list by county

1.  Nail Polish
2.  Eyebrow Colour & Shaping
3.  Makeup Brushes
4.  Eyeliner
5.  Foundation
6.  Self Tan
7.  Mascara
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Cumbria

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Self Tan
7.  Mascara
8.  Lipsticks
9.  Lipgloss
10.  Bronzers

Derbyshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Self Tan
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Devon

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Eyeshadow
8.  Lipsticks
9.  Self Tan
10.  Lipgloss

Dorset

Top 10 product list by county

1.  Nail Polish
2.  Makeup Brushes
3.  Eyebrow Colour & Shaping
4.  Foundation
5.  Mascara
6.  Eyeliner
7.  Self Tan
8.  Eyeshadow
9.  Lipsticks
10.  Blushers

Dumfries And Galloway

Top 10 product list by county

1.  Makeup Brushes
2.  Eyebrow Colour & Shaping
3.  Nail Polish
4.  Foundation
5.  Mascara
6.  Eyeliner
7.  Blushers
8.  Eyeshadow
9.  Self Tan
10.  Lipsticks

Aberdeenshire And Moray

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Lipsticks
8.  Self Tan
9.  Eyeshadow
10.  Lipgloss

County Durham

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Lipsticks
8.  Eyeshadow
9.  Self Tan
10.  Lipgloss

Dyfed

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Nail Polish
3.  Makeup Brushes
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Lipsticks
8.  Self Tan
9.  Blushers
10.  Lipgloss

East Sussex

Top 10 product list by county

1.  Makeup Brushes
2.  Eyebrow Colour & Shaping
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Self Tan
8.  Eyeshadow
9.  Lipsticks
10.  Lipgloss

Essex

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Nail Polish
3.  Makeup Brushes
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Self Tan
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Fife

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Self Tan
7.  Mascara
8.  Eyeshadow
9.  Lipsticks
10.  BB & CC Creams

Gloucestershire

Top 10 product list by county

1.  Nail Polish
2.  Makeup Brushes
3.  Eyebrow Colour & Shaping
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Lipsticks
8.  Self Tan
9.  Eyeshadow
10.  Lipgloss

Greater Manchester

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Lipsticks
7.  Self Tan
8.  Mascara
9.  Eyeshadow
10.  Lipgloss

Gwent

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Self Tan
6.  Mascara
7.  Eyeliner
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Gwynedd

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Self Tan
8.  Eyeshadow
9.  Lipsticks
10.  Lip Pencils

Hampshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Nail Polish
3.  Makeup Brushes
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Self Tan
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Hertfordshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Self Tan
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Highlands

Top 10 product list by county

1.  Makeup Brushes
2.  Eyebrow Colour & Shaping
3.  Nail Polish
4.  Foundation
5.  Mascara
6.  Eyeliner
7.  Lipsticks
8.  Eyeshadow
9.  BB & CC Creams
10.  Self Tan

East Riding Of Yorkshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Nail Polish
3.  Makeup Brushes
4.  Foundation
5.  Self Tan
6.  Mascara
7.  Eyeliner
8.  Lipsticks
9.  Eyeshadow
10.  Blushers

Central London

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Lipsticks
8.  Self Tan
9.  Eyeshadow
10.  Blushers

Isle Of Wight

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Lipgloss
7.  Lipsticks
8.  Self Tan
9.  Mascara
10.  Blushers

Kent

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Nail Polish
3.  Makeup Brushes
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Lipsticks
8.  Eyeshadow
9.  Self Tan
10.  Lipgloss

Lancashire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Lipsticks
7.  Mascara
8.  Self Tan
9.  Eyeshadow
10.  Lipgloss

Leicestershire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Lipsticks
7.  Mascara
8.  Eyeshadow
9.  Self Tan
10.  Lipgloss

Lincolnshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Nail Polish
3.  Makeup Brushes
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Self Tan
8.  Lipsticks
9.  Eyeshadow
10.  Blushers

Lothian

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Lipsticks
8.  Self Tan
9.  Eyeshadow
10.  Lipgloss

Merseyside

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Self Tan
7.  Mascara
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Glamorgan

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Lipsticks
6.  Eyeshadow
7.  Self Tan
8.  Mascara
9.  Foundation
10.  Lipgloss

Norfolk

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Lipsticks
7.  Eyeshadow
8.  Mascara
9.  Self Tan
10.  Blushers

North Yorkshire

Top 10 product list by county

1.  Makeup Brushes
2.  Eyebrow Colour & Shaping
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Self Tan
8.  Lipsticks
9.  Eyeshadow
10.  Bronzers

Northamptonshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Lipsticks
7.  Mascara
8.  Self Tan
9.  Eyeshadow
10.  Blushers

Northern Ireland

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Foundation
4.  Nail Polish
5.  Eyeliner
6.  Self Tan
7.  Eyeshadow
8.  Mascara
9.  Lipsticks
10.  Lipgloss

Northumberland

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Nail Polish
3.  Makeup Brushes
4.  Self Tan
5.  Foundation
6.  Mascara
7.  Eyeliner
8.  Eyeshadow
9.  Lipgloss
10.  Lipsticks

Nottinghamshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Lipsticks
8.  Self Tan
9.  Eyeshadow
10.  Blushers

Outer London

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Lipsticks
7.  Mascara
8.  Eyeshadow
9.  Lipgloss
10.  Self Tan

Oxfordshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Lipsticks
8.  Eyeshadow
9.  Lipgloss
10.  Self Tan

Powys

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Nail Polish
3.  Makeup Brushes
4.  Foundation
5.  Eyeliner
6.  Self Tan
7.  Eyeshadow
8.  Lipgloss
9.  Mascara
10.  Lipsticks

Shropshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Eyeshadow
8.  Lipsticks
9.  Self Tan
10.  Blushers

Somerset

Top 10 product list by county

1.  Nail Polish
2.  Eyebrow Colour & Shaping
3.  Makeup Brushes
4.  Lipsticks
5.  Foundation
6.  Eyeliner
7.  Mascara
8.  Self Tan
9.  Eyeshadow
10.  Lipgloss

South Yorkshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Lipsticks
7.  Mascara
8.  Self Tan
9.  Eyeshadow
10.  Blushers

Staffordshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Self Tan
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Strathclyde

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Self Tan
7.  Mascara
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Suffolk

Top 10 product list by county

1.  Nail Polish
2.  Makeup Brushes
3.  Eyebrow Colour & Shaping
4.  Mascara
5.  Foundation
6.  Eyeliner
7.  Self Tan
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Surrey

Top 10 product list by county

1.  Makeup Brushes
2.  Nail Polish
3.  Eyebrow Colour & Shaping
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Self Tan
8.  Lipsticks
9.  Eyeshadow
10.  Lipgloss

Tayside

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Lipsticks
7.  Mascara
8.  Self Tan
9.  Eyeshadow
10.  Blushers

Tyne And Wear

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Lipsticks
7.  Mascara
8.  Self Tan
9.  Lipgloss
10.  Blushers

West Sussex

Top 10 product list by county

1.  Makeup Brushes
2.  Eyebrow Colour & Shaping
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Mascara
7.  Lipsticks
8.  Eyeshadow
9.  Self Tan
10.  Blushers

Warwickshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Nail Polish
3.  Makeup Brushes
4.  Eyeliner
5.  Mascara
6.  Foundation
7.  Eyeshadow
8.  Self Tan
9.  Lipsticks
10.  Blushers

West Midlands

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Eyeliner
5.  Foundation
6.  Lipsticks
7.  Mascara
8.  Self Tan
9.  Blushers
10.  Eyeshadow

West Yorkshire

Top 10 product list by county

1.  Eyebrow Colour & Shaping
2.  Makeup Brushes
3.  Nail Polish
4.  Foundation
5.  Eyeliner
6.  Lipsticks
7.  Self Tan
8.  Mascara
9.  Lipgloss
10.  Eyeshadow

Western Isles

Top 10 product list by county

1.  Nail Polish
2.  Makeup Brushes
3.  Eyebrow Colour & Shaping
4.  Lipgloss
5.  Eyeliner
6.  Foundation
7.  Mascara
8.  Bronzers
9.  Self Tan
10.  Eyeshadow

Wiltshire

Top 10 product list by county

1.  Nail Polish
2.  Makeup Brushes
3.  Eyebrow Colour & Shaping
4.  Eyeliner
5.  Foundation
6.  Mascara
7.  Lipsticks
8.  Eyeshadow
9.  Self Tan
10.  Blushers

Product County

Welcome to the Beauty Bay Beauty Map – spotlighting the most popular beauty purchases in the UK by county and product.

Discover where Self Tan reigns supreme, which regions buy the most brow products and what beauty must-haves dominate in your home county.

Simply tap on a makeup category to see where it is most frequently purchased, or select by county to see if there’s any truth behind beauty stereotypes.

Aberdeenshire & Moray Bedfordshire Berkshire Borders Buckinghamshire Cambridgeshire Central London Central Scotland Cheshire Clywd Cornwall County Durham Cumbria Derbyshire Devon Dorset Dumfries & Galloway Dyfed East Riding Of Yorkshire East Sussex Essex Fife Glamorgan Gloucestershire Greater Manchester Gwent Gwynedd Hampshire Hertfordshire Highlands Isle Of Wight Kent Lancashire Leicestershire Lincolnshire Lothian Merseyside Norfolk North Yorkshire Northamptonshire Northern Ireland Northumberland Nottinghamshire Orkney Outer London Oxfordshire Powys Shetland Shropshire Somerset South Yorkshire Staffordshire Strathclyde Suffolk Surrey Tayside Tyne & Wear Warwickshire West Midlands West Sussex West Yorkshire Western Isles Wiltshire
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Welcome to the Beauty Bay Beauty Map – spotlighting the most popular beauty purchases in the UK by county and product.

Discover where Self Tan reigns supreme, which regions buy the most brow products and what beauty must-haves dominate in your home county.

Simply tap on a makeup category to see where it is most frequently purchased, or select by county to see if there’s any truth behind beauty stereotypes.

Lipstick

Lipstick

Forget all notions that it’s the city girls that love a power lip, because the region buying the most (pink) lipstick turned out to be Somerset.

Cherry from Cherry Pie blog, noted that the county seemed to be stepping away from its country bumpkin sterotype, “It's a big misconception that here in the West Country we’re all about tractors. In fact, we’re pretty well versed in creating beauty looks too. For us, a slick of lipstick is one of the simplest and most transformative ways to change up our look from day to night - and we rock it really well!”

Nail Polish

Nail Polish

Casting off any stereotyped association with fake tan, in seems Essex residents prefer a lacquered nail over a tawny complexion.

Laura Potter from Tiny Twisst commented, “I think nail polish is more popular than fake tan in Essex because, believe it or not, we’re not all orange! With nail bars on every street, girls in Essex definitely prefer to keep their nails as perfect as they can - self tan takes a back seat!”

Foundation

Foundation

Scots love their foundation, buying significantly more as a region than the national average.

Adrienne, from Scotland based blog The Sunday Girl commented, “Creating a flawless base is super important to us ladies from the North. Foundation helps to give us a natural glow, which our predominantly grey skies don’t. And with a huge range of colours available now, finding the perfect shade is so much easier.”

Eyeliner

Eyeliner

From feline flicks and signature sweeps to trend-led and edgy liner looks, eyeliner proved popular throughout the whole of the UK. Kohl pencils, cream pots and liquid pens were bought most regularly throughout Scotland, Cornwall and Central London, firmly sitting within the top four product purchases in these areas.

Eyebrow Colour & Shaping

Eyebrow Colour And Shaping

Whilst women across the UK are paying more attention to their eyebrows than ever before, with eyebrow shaping, defining and filling products accounting for 25% of all beauty sales, Merseysiders seem to take brow grooming more seriously than most.

Eyeshadow

Eyeshadow

From the classic smoky eye to the cleverly-crafted cut-crease, eyeshadows help to form a whole host of beauty looks. As the UK’s top buyers of eyeshadow, the West Midlands are clearly the most adventurous when it comes to multiple shades to make their eyes pop.

Self Tan

Self Tan

Despite a notable decline across many counties – with the category dropping out of product top-ten lists – when it comes to faking a tan, beauty buyers in the North of the UK proved to be the most dedicated self-tanners. Also remaining loyal to a sunny skin tone were North Yorkshire and Cheshire, a county well-renowned for its hyper-groomed lifestyle.

Makeup Brushes

Makeup Brushes

When it comes to makeup, it seems application really is key, as sales of makeup brushes soared across the country. Perhaps due to the rise in vlogger makeup artists such as Lisa Eldridge and Pixiwoo, offering failsafe tips and tricks for creating flawless looks.

Michelle from Thou Shall Not Covet commented, “Focus on makeup application has increased over the last year or so, with beauty fans striving to get the perfect base. Contouring has been an extremely popular trend: everyone wants to create the looks they see, and they want the right tools for the job.”

Mascara

Mascara

Proving one of the most can’t-leave-the-house-without beauty categories, mascara sat as the fifth best-seller across many counties, with the wonder tubes being most purchased in areas of Wales, Scotland and Dorset.

Blushers

Blushers

Although a makeup bag staple, imparting a youthful flush of colour, blushers don’t feature high at the top of beauty buyer’s priorities - perhaps due to the longevity of the product. Those keeping it rosy lived in South Yorkshire, Tyne and Wear and Northamptonshire.

Georgina from She Might Be Loved commented, “It's unsurprising to see that Yorkshire is one of the top locations for blusher. It's a lot cooler up North and harder for us to get naturally flushed cheeks. Thankfully blusher products are readily available in the market, helping to achieve the subtle rosiness we want, so even the palest of people like myself can be a blushed goddess.”