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Facial Skincare and Anti-Aging - US - April 2019

Covered in this report

This report covers the US market for facial skincare and anti-aging products, which is defined as follows:

  • Anti-aging facial products (can include cleansers, moisturizers, and treatments)
  • Facial cleansers including scrubs and toners
  • Facial moisturizers
  • Acne treatments
  • Lip balm

This report covers only the at-home facial skincare market and does not include professional services or body care products such as body wash or hand and body lotion.

"Growth has slowed for the facial skincare and anti-aging market, as the category competes with both internal and external factors. Consumer demand for multibenefit products continues, and an emphasis on clean skincare could be a challenge to mature, established players. Lastly, reasons for using face masks have shifted slightly, with consumers choosing efficacy over trendy effects."
- Alison Gaither, Beauty & Personal Care Analyst

This Report looks at the following areas:

  • Growth in facial skincare remains constant, yet gains are not as substantial
  • New minimalist trends place additional pressure on category
  • Most consumers stick to skincare staples

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Growth in facial skincare remains constant, yet gains are not as substantial
            • Figure 1: Total US sales and forecast of facial skincare and anti-aging, at current prices, 2013-23
          • New minimalist trends place additional pressure on category
            • Most consumers stick to skincare staples
              • Figure 2: Select product usage, January 2019
            • The opportunities
              • Face masks expand the traditional repertoire
                • Figure 3: Mask usage, by women and Hispanics, January 2019
              • Consumers believe that skincare improves skin, and therefore, improves self-esteem
                • Figure 4: Select attitudes toward facial skincare, January 2019
              • Interest is strong across an assortment of new formats
                • Figure 5: Any interest in skincare formats – (Net), January 2019
              • What it means
              • The Market – What You Need to Know

                • Facial skincare growth expected to remain positive despite saturation
                  • Facial cleansers maintain position as leading skincare segment
                    • Social media is a viable promotional tool for skincare
                      • Minimalism and injectables place pressure on skincare
                      • Market Size and Forecast

                        • Historic and projected sales performance of facial skincare
                          • Figure 6: Total US sales and fan chart forecast of facial skincare and anti-aging, at current prices, 2013-23
                          • Figure 7: Total US sales and forecast of facial skincare, at current prices, 2013-23
                      • Market Breakdown

                        • Facial cleansers are still on top
                          • Figure 8: Share of total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2018
                        • Essentials are at the center of category growth
                          • Figure 9: Percent change of facial skincare sales, by segment, 2016-18
                      • Market Perspective

                        • Social media is a skincare shopping destination for women
                          • Figure 10: Select interest in facial skincare recommended on social media, December 2018
                      • Market Factors

                        • New minimalist trends place more pressure on lengthy skincare routines
                          • Non-surgical treatment companies employ influencers to attract Millennials
                          • Key Players – What You Need to Know

                            • J&J continues to lead among MULO players
                              • Innovative formats and ingredients are rooted in results
                                • Anti-aging sales continue to slip
                                  • Skincare will be cleaner and smarter in the future
                                  • Company and Brand Sales of Facial Skincare and Anti-Aging

                                    • J&J stays on top, L’Oréal moves to second place
                                      • Sales of facial skincare by company
                                        • Figure 11: Multi-outlet sales of facial skincare and anti-aging products, by leading companies, rolling 52 weeks 2018 and 2019
                                    • What’s Working?

                                      • Face masks – more than a trend
                                          • Figure 12: Multi-outlet sales of select face mask brands, by companies and brands, rolling 52 weeks 2018 and 2019
                                        • CBD takes root in skincare
                                          • Figure 13: Share of facial skincare launches using cannabis sativa seed oil and cannabidiol, Jan 2015-Dec 2018
                                      • What’s Struggling?

                                        • Anti-aging treatments continue to take a hit
                                          • Figure 14: Total US retail sales of facial anti-aging products, at current prices, 2013-23
                                        • Specialty skincare remains on the low end of consumer usage
                                          • Figure 15: Select product usage, January 2019 and March 2018
                                      • What’s Next?

                                        • Skincare gets smarter, works harder
                                          • Clean will mean holistic sustainability
                                            • Figure 16: Top topics for “clean beauty” on social media, Instagram, and Twitter
                                        • The Consumer – What You Need to Know

                                          • Skincare essentials command usage over specialty
                                            • Convenient retailers encourage impulse skincare buys
                                              • Consumers understand that using skincare means healthy skin
                                                • Efficacy is a key purchase driver, but clean isn’t far behind
                                                  • Face masks are more than special effects
                                                    • Convenient formats lead both usage and interest
                                                    • Product Usage and Frequency

                                                      • Traditional skincare continues to lead product usage
                                                        • Figure 17: Product usage, January 2019
                                                      • Consumers largely stick to the essentials
                                                        • Figure 18: Product usage – Repertoire analysis, January 2019
                                                      • Usage of essentials driven by women, though young men aren’t far behind
                                                        • Figure 19: Select product usage, by age and gender, January 2019
                                                      • Asian consumers over index for specialty skincare
                                                        • Figure 20: Product usage, by race and Hispanic origin, January 2019
                                                      • Established treatments exhibit regular usage
                                                        • Figure 21: Select frequency of usage, January 2019
                                                    • Retailers Shopped

                                                      • Convenience influences the retailers that consumers shop
                                                        • Figure 22: Retailers shopped, January 2019
                                                      • Men consider Amazon a prime skincare destination
                                                        • Figure 23: Select retailers shopped, by gender, January 2019
                                                      • 25-34-year-olds value the convenient positioning of Amazon
                                                        • Figure 24: Retailers shopped, by age, January 2019
                                                      • Asian consumers shop Sephora more than the total market
                                                        • Figure 25: Retailers shopped, Asian, non-Hispanic, January 2019
                                                      • Most consumers peruse one to two retailers for skincare
                                                        • Figure 26: Retailers shopped – Repertoire analysis, January 2019
                                                    • Attitudes toward Facial Skincare

                                                      • Healthy looking skin affects self-esteem
                                                        • Figure 27: Attitudes toward facial skincare, January 2019
                                                      • Self-care is an important part of the skincare experience
                                                        • Embrace consumers with skin issues
                                                          • Figure 28: Attitudes toward facial skincare, by gender, January 2019
                                                        • Younger consumers cite skin insecurities; women do something about it
                                                          • Figure 29: Select attitudes toward facial skincare, by select gender and age, January 2019
                                                        • Hispanic consumers have an emotional tie to skincare
                                                          • Figure 30: Attitudes toward facial skincare, by race and Hispanic origin, January 2019
                                                      • Facial Skincare Behaviors

                                                        • Natural ingredients are an expectation
                                                          • Figure 31: Behaviors toward facial skincare, January 2019
                                                        • Efficacy is more appealing than trendy
                                                          • Figure 32: Want products that work regardless of trends, by gender, January 2019
                                                        • Mature consumers want efficacy over trends
                                                          • Figure 33: Behaviors toward facial skincare, by age, January 2019
                                                        • Multicultural consumers are interested in trends, but for different reasons
                                                          • Figure 34: Behaviors toward facial skincare, by race and Hispanic origin, January 2019
                                                      • Attitudes toward Facial Masks

                                                        • Face masks are here to stay
                                                          • Figure 35: Attitudes toward face masks, January 2019
                                                        • Men could be the next target market for masks
                                                          • Figure 36: Attitudes toward face masks, by gender, January 2019
                                                        • 18-24-year-olds are developing a different connection with masks
                                                          • Figure 37: Attitudes toward face masks, by age, January 2019
                                                        • Hispanic consumers are driving the mask movement
                                                          • Figure 38: Masks are an effective skincare step, by race and Hispanic origin, January 2019
                                                      • Interest in Skincare Formats

                                                        • Interest is strong across all formats
                                                          • Figure 39: Any interest in skincare formats – (Net), January 2019
                                                        • Wipes lead usage, but raise sustainability concerns
                                                          • Figure 40: Interest in skincare formats, January 2019
                                                        • 25-34-year-olds choose convenient formats
                                                          • Figure 41: Any interest in skincare formats – (Net), by age, January 2019
                                                        • Hispanic consumers over index for all trendy formats
                                                          • Figure 42: Any interest in skincare formats – (Net), by race and Hispanic origin, January 2019
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Sales data
                                                            • Fan chart forecast
                                                              • Consumer survey data
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                    • Terms
                                                                    • Appendix – The Market

                                                                        • Figure 43: Total US sales and forecast of facial skincare and anti-aging, at inflation-adjusted prices, 2013-23
                                                                        • Figure 44: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2016 and 2018
                                                                        • Figure 45: Total US retail sales of facial anti-aging products, at current prices, 2013 and 2018
                                                                        • Figure 46: Total US retail sales and forecast of facial moisturizers, at current prices, 2013 and 2018
                                                                        • Figure 47: Total US retail sales and forecast of facial cleansers, at current prices, 2013 and 2018
                                                                        • Figure 48: Total US retail sales and forecast of acne treatments, at current prices, 2013 and 2018
                                                                        • Figure 49: Total US retail sales and forecast of lip balm, at current prices, 2013 and 2018
                                                                        • Figure 50: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2013-18
                                                                        • Figure 51: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2016 and 2018
                                                                    • Appendix – Key Players

                                                                        • Figure 52: Multi-outlet sales of facial anti-aging products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                        • Figure 53: Multi-outlet sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                        • Figure 54: Multi-outlet sales of facial moisturizers, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                    Facial Skincare and Anti-Aging - US - April 2019

                                                                    US $4,395.00 (Excl.Tax)