Consumers are choosing to buy makeup from department stores over the chemists, according to new research.
Roy Morgan's survey showed that 36% of New Zealanders who bought cosmetics in any given 6 month period over the past year purchased them from a department store.
Pip Elliott, the head of Roy Morgan NZ, said five years ago the chemist was the predominant place Kiwis bought cosmetics.
"Since then, the incidence of purchasing cosmetics at chemists has gradually decreased and department stores took the lead as of 2010. The department stores that drove this trend are notably Farmers and The Warehouse," she said.
Buying makeup from the chemist is now the second pick of Kiwi consumers at 24%.
According to the research, the rate of buying makeup from chemists has decreased by 12% over the last five years.
"There is also an increasing trend in New Zealand cosmetic buyers purchasing their cosmetics at supermarkets (now at 15%)," said Elliott.
"This trend runs parallel with supermarkets having opened up their range and shelf space of cosmetic products over the past five years."
Supermarkets saw an increase in cosmetic purchases by three percentage points, from 12% to 15%.