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."
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
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
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
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
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
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
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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