"Consumers seek versatile, multi-benefit skincare solutions supported by clinical data to ensure the products they choose effectively address their unique needs."
Meghan Ross, Senior Research Analyst - Home & Beauty
Despite stable market participation, 47% of Canadians say they have reduced steps in their facial skincare regimens, signalling intentional simplification. This is driven by cost-of-living pressures and a desire for efficiency and convenience. Skincare as an ‘affordable indulgence’ remains resilient, providing a small luxury as consumers cut back on more expensive experiences.
Consumers expect more from their skincare, demanding products that are not only effective but also responsive to their unique needs. This opens the door for tailored formulations and the use of technology-enabled personalization. As the landscape shifts, brands that prioritize innovation, regimen education and flexible solutions will be best positioned to meet accelerating expectations.
With 76% of consumers now expecting rigorous scientific proof for product claims, brands face a new challenge. Those that cannot provide clinical validation for their efficacy risk more than just stunted growth; they risk eroding consumer trust and loyalty. To counter this rising skepticism, companies must prioritize transparency, rely on independent data and educate their audience to ensure long-term relevance and performance.
For the purposes of this report, Mintel has focused on the following facial skincare product categories:
This report covers only the at-home facial skincare market and does not include professional services or bodycare products such as body wash or hand and body lotion.
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