2026
9
UK Facial Skincare Market Report 2026
2026-05-19T18:01:59+00:00
REPA6CA503A_BCA4_4F8E_8A50_3ABCA4CF8E9C
2195
193480
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Report
en_GB
The UK facial skincare category grew an estimated 8.6% in 2025. Key factors behind growth include trial of K-Beauty, investment in longevity products and a growing prioritisation of skin health,…
UK
Facial Care
simple

UK Facial Skincare Market Report 2026

"Growth in the facial skincare category hinges on credibility, further segmentation and re-engaging high-value but disengaged consumers."

Georgia Stafford, Beauty & Personal Care Analyst

Georgia Stafford, Beauty & Personal Care Analyst

UK Facial Skincare Industry – Trends and Insights

  • The UK facial skincare category grew an estimated 8.6% in 2025. Key factors behind growth include trial of K-Beauty, investment in longevity products and a growing prioritisation of skin health, as 52% of facial skincare users prioritise the skin microbiome over anti-ageing products. However, category growth is at risk, as the consumer preference for minimalism sees them simplifying their routines.
  • Brands can offset potential volume declines through premiumisation. Prestige skincare with 2-in-1 benefits that help consumers save time, as well as prestige skincare with claims backed up by performance, visible results and personalised claims, will perform well among discerning consumers.
  • Re-engaging high potential consumer segments is a key opportunity, especially those with oily or blemish-prone skin and those investing in professional treatments and devices. The former can be reached with barrier-first formulas that address blemishes. The latter can be engaged with products that claim to extend or optimise treatment and device results.
  • Claim fatigue around technical and mood-boosting language threatens perceived value. Brands must balance scientific credibility with clarity and pair sensorial appeal with visible benefits to make skincare feel like an effective and worthwhile investment.

This Report Looks at the Following Areas:

  • How skin barrier health is becoming a non-negotiable baseline for acne and anti-ageing products
  • Why K-Beauty is shifting from trend-led trial to embedded in UK routines
  • How longevity is reshaping anti-ageing, with greater focus on cellular biology and preventative care
  • Why oily and blemish-prone skin consumers are disengaging and how to recapture them
  • The growing role of professional treatments, devices and post-procedure skincare in value growth
  • How TikTok Shop and AI-led discovery are redefining brand loyalty

Report Scope

For the purposes of this Report, Mintel’s definition of facial skincare includes:

  • moisturisers
  • cleansers, including scrubs, washes, wipes, makeup remover and facial soaps
  • toners
  • masks and treatments
  • specialised products, such as lip salves and eyecare
Collapse All
    • Discover the top five Trend Territories for success in UK facial skincare using Black Swan’s social prediction technology
  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook for facial skincare
    • Opportunities
    • Make skin barrier health the foundation of credibility
    • Anchor facial skincare within professional treatments and devices to protect category value
    • Segment longevity to re-engage high-value consumers and justify premium pricing
  2. THE MARKET

    • Snapshot – market size and forecast
    • Position mass-market and masstige brands as an affordable way to experiment
    • Reposition anti-ageing products to target GLP-1 users
    • Tread carefully to allay the worries of Gen Alpha’s parents while boosting volume sales
    • Retain value perceptions amid new retinol regulations
    • Inclusive testing will help secure volume sales as younger generations gain more spending power
    • Graph 1: ethnicity of population, by age, 2021
    • Optimise for AI-assistant searchability, while fostering brand loyalty to safeguard against it
    • Strike a balance between sensorial and scientific to secure long-term growth
    • Market size and forecast for facial skincare
    • Graph 2: market value forecast for facial skincare, 2019-30
    • Brands and retailers can explore TikTok Shop as it threatens to shift channel share
    • Highlight the sensorial appeal of lip care to continue the segment’s growth
    • Unlock mass market growth with social-media-friendly innovation
    • Science-first brands see growth as consumers look for credibility
  3. THE CONSUMER

    • Lean into existing consumer routines to encourage growth
    • Recognise the tension of streamlining routines and an interest in product trial
    • Modernise and elevate 2-in-1 products to appeal to consumers opting to streamline their routines
    • Recruit new serum users by ensuring benefits respond to needs
    • Leverage a love of serums to premiumise and expand product repertoires
    • Prove that vegan ingredients can outperform to expand reach beyond an eco/ethical consumer base
    • Graph 3: net awareness of facial skincare ingredients, by agreement with the statement “It is more important to me that a product be high performing than vegan”, 2026
    • Balance product effectiveness with gentleness
    • Start with skin barrier claims to gain credibility in the skincare category
    • Cement K-Beauty into consumers’ regimens long term
    • The future of K-Beauty in the UK
    • Address barriers to growth so K-Beauty can maximise its user base
    • Use novel textures to both capture attention and enhance product performance
    • Address the lack of awareness of K-Beauty to increase volume sales
    • Convert the hype of K-Beauty to long-term engagement with community building
    • Stand out in an increasingly competitive longevity segment
    • The future of the longevity trend in the UK market
    • Graph 4: facial skincare launches featuring select claims, 2021-25
    • Segment the anti-ageing segment to better target consumer concerns
    • Graph 5: top three facial skin ageing concerns among women, by age, 2026
    • Better understanding of inflammation is key to unlock perceived value in the longevity space
    • Translate scientific language to credibly premiumise anti-ageing products
    • Build trust to secure consumer spending on skincare
    • Pair trending ingredients with familiar touchpoints for broad appeal without losing credibility
    • Graph 6: awareness of facial skincare ingredients, 2026
    • Address a distrust in mood-boosting claims
    • Reposition skincare to avoid consumer scepticism in mood-boosting claims
    • Re-engage consumers with oily skin
    • Claim substantiation is crucial to recoup volume sales in the oily and blemish segment
    • Prioritise barrier care over short-term blemish-care claims to resonate
    • Engaged facial treatment users fuel higher value growth
    • Pre- and post-procedure routines will target an engaged audience
  4. PRODUCT, INNOVATION AND MARKETING

    • Engage and retain consumers with novel textures and effective results
    • Take cues from K-Beauty retailers to increase footfall and prolong time in store
    • Non-Korean brands can combine visible results with soothing formulas to stay competitive
    • Address ageing and GLP-1-related needs with firming claims
    • Take inspiration from procedures to make firming claims stand out
    • Educate on ageing biology to be part of the next wave of the longevity trend
    • Consumers tech-ify their skincare regimens
    • Offset the risk of device usage eroding sales
    • Command high prices via procedure alternatives with robust scientific backing
  5. APPENDIX

    • Market definition
    • The market
    • Forecast methodology
    • Forecast methodology – fan chart
    • Market size and forecast for facial skincare
    • Market forecast and prediction intervals
    • Market size for facial skincare, by segment
    • Market size for facial skincare, by price positioning
    • Market size for mass market facial skincare products, by brand
    • Market size for facial skincare products, by retail channel
    • The consumer
    • Consumer research questions
    • Consumer research methodology
    • Repertoire analysis methodology
    • UK generation groups
    • Usage of facial skincare products
    • Graph 7: usage of facial skincare products, 2024-26
    • Concerns around facial skin ageing
    • Graph 8: concerns around facial skin ageing, 2024 and 2026
    • Other data source methodologies
    • Mintel Spark
    • Abbreviations and terms

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