Growth in the UK skincare market has slowed (value sales increased 7.9% in 2024). However, there are still opportunities for growth if brands offer a personal approach by addressing lifestyle…
Growth in the UK skincare market has slowed (value sales increased 7.9% in 2024). However, there are still opportunities for growth if brands offer a personal approach by addressing lifestyle and environmental factors, such as stress, pollution and hard water in product claims and marketing.
If a product doesn’t make a noticeably positive change to their skin within a few weeks, over half of UK facial skincare users would stop using a product. While this could contribute to market growth, it poses a threat to brand or product loyalty. Brands need to encourage patience and use marketing to show that a slow and steady approach to skincare can offer optimal results.
There is significant interest among consumers in cosmetic procedures, but two-fifths of UK facial skincare users trust skincare products that claim to offer comparable results to cosmetic procedures. Considering the cost-saving of facial skincare products, even from prestige brands, compared to cosmetic procedures, this poses significant opportunities to drive spending in the facial skincare category.
Key Topics Analysed in the Report
The needs and skincare habits of consumers based on their skin type
How to capitalise on the growing K-Beauty trend
The perceived impact of factors like pollution, stress and hard water on skin health
Why consumers continue to prioritise natural ingredient claims
How the preventative ageing trend has broadened interest in anti-ageing claims
Report Scope
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, eyecare and anti-ageing products
This report was written by Georgia Stafford. Georgia joined Mintel in 2022, writing UK reports for the Beauty, Personal care and OTC categories. Before joining Mintel, Georgia studied International Relations, earning a BA from the University of Birmingham. During her studies, she gained knowledge and experience of research methods and international business.
The facial skincare category continues to grow, as consumers extend their routines. There are opportunities to tap into social media trends and support a more personalised approach to skincare.
Georgia Stafford Beauty & Personal Care Analyst
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EXECUTIVE SUMMARY
Opportunities for the facial skincare market
Overcome the barrier to brand loyalty created by social media
Help consumers recognise and respond to their unique skin stressors
How to benefit from the Korean skincare trend
Market dynamics and outlook
Market size and forecast
Market predictions for facial skincare
The facial skincare category is set to continue its path of growth
The fastest growing segments in the facial skincare category
Innovative methods help secure brand growth
Proving value helps online-only retailers
Social media and spending power will impact the market
What consumers want and why
Let blemish care come secondary to skin type
Graph 1: self-reported skin type, 2025
Innovation boosted lip care usage in 2024
Elevate the sensory appeal of lip balm
Capitalise on the hair removal opportunity
Graph 2: methods used to remove facial hair, 2025
Address the impact of stress
Consumers remain ingredient conscious
Graph 3: select claims sought in facial skincare products, 2025
Address young consumers’ concerns about ageing
Innovation and marketing
Heritage brands reassert their expertise
New launches help men broaden their skin routines
Use advertising to boast ingredient effectiveness
MARKET DYNAMICS
Market size
Market growth eases, but remains strong
Graph 4: retail value sales of facial skincare products (£ m), 2015-24
Social media has helped to drive market growth
Market forecast
Forecast – note on US trade disruption
The impact of US tariffs on facial skincare
Future growth is predicted for the facial skincare category
Leverage the power of AI
Engage with anti-ageing trends to drive spending
Market segmentation
Toners have benefitted from K-Beauty trends
Revive skincare segments in decline
Continue to propel cleansers’ and serums’ growth
Bring the human touch to prestige skincare
Market share
Private label suffers as large brands see growth
Market leaders lean into skincare trends
Help men address the impact of lifestyle factors on skin
Enhance the sensorial experience of private label skincare
Consumers forego mass market market leaders in lip care
Go further than lip protection to win over consumers
Channels to market
Continued innovation helps H&B retailers and department stores
Improve grocers’ reputation as a skincare destination
Online retailers offer better access to K-Beauty
Market drivers
Meet value expectations with quick results
Graph 5: CPI and total pay growth, 2021-25
Biotech will up the competition
Prepare for Gen Alpha
Tap into a rise in number of those aged 35-44…
Graph 6: trends in the age structure of the UK population, 2020-30
…and those aged 65+
Social media trends will continue to impact spending
Inclusivity is the expectation
Cater for all skintones to encourage growth
Adjusting attitudes towards wellbeing will have a mixed impact on the skincare category
Support consumers following cosmetic procedures
WHAT CONSUMERS WANT AND WHY
Self-reported skin types
Provide blemish care for different skin types
Graph 7: self-reported skin type, 2025
Acknowledge consumers’ skin insecurities
Address the key concerns of oily and blemish prone skin
Graph 8: usage of facial skincare products, by oily, blemish-prone skin, 2025
Tap into the online acne community
Simplify dry skin claims
Boast the power of natural antioxidants for sensitive skin
Usage of facial skincare products
Increasing usage across the board proves continued engagement with skincare
Graph 9: usage of facial skincare products, 2024-25
Private label can make product repertoires wider
Further boost usage of toners
Lock into the lip care trend
Clean up the environmental impact of wipes
Ensure proper use of exfoliants
Drive spending on cleansers
Methods used to remove facial hair
Develop post-hair-removal skincare products
Graph 10: methods used to remove facial hair, 2025
Take inspiration from facial skincare devices
Graph 11: methods used to remove facial hair, by gender, 2025
Create facial hair removal regimens
Remove taboos around female facial hair removal
Target facial hair waxers with prep and recovery products
Graph 12: usage of facial skincare products, by facial hair removal method, 2025
Factors thought to have a negative impact on skin
Address the impact of lifestyle factors on skin
Graph 13: top three factors thought to have a negative impact on skin, 2025
Help consumers combat stress
Get skincare routines in sync with cycles
Provide a holistic approach to skin
Emphasise the importance of hydration
Market post-gym products to young consumers
Graph 14: % ranking sweat as a negative impact on skin, by gender and age, 2025
Propel anti-pollution solutions
Take cues from haircare for hard water solutions
Address irregular routines
Graph 15: % ranking an irregular skincare routine as a negative impact on skin, by generation, 2025
Prepare for the impact of rapid weight loss
Claims sought in facial skincare product
Familiarity will resonate with consumers
Graph 16: claims sought in facial skincare products, 2024
Take inspiration from international natural launches
Collaborate with male influencers
Make anti-ageing claims clear on-pack
Inform consumers that, sometimes, less is more
Free-from claims continue to resonate
Graph 17: interest in select skincare claims, by skin type, 2025
Behaviours relating to facial skincare
Embrace sensorial trends in skincare
Graph 18: behaviours relating to facial skincare, 2024
Enhance the user experience of universal products
Encourage patience among consumers with problem skin
Give an unfiltered look at skincare journeys
Fast acting claims will hold appeal
Conbat young consumers’ anxieties around ageing
Align with the preventative ageing trend
Meet consumers in the undetectable era
Bold packaging can capture audiences
Address young men’s ‘problem skin’
Empower young men to feel comfortable in their skin
The impact of social media on facial skincare
Ease social-media-driven anxieties
Diversify advertising and marketing campaigns to build trust
Dispel skincare myths
Give guidance on skincare regimens
Take a stand against filters and photo editing
INNOVATION AND MARKETING TRENDS
Launch activity and innovation: women’s and unisex facial skincare
Continue to participate in lip care trends
Graph 19: new product development in the women’s* facial skincare category, by sub-category, 2021-25
Provide a lip care users with sensorial experience
Private label can align with consumers interests
Graph 20: new product development in the women’s* facial skincare category, by private label, 2021-25
BPC brands leverage their reputation
Reinvent hero products to meet consumer needs
Graph 21: new product development in the women’s* facial skincare category, by top 10 claims (based on 2024), 2023-24
Graph 22: new product development in the women’s* facial skincare category, by launch type, 2021-2025
Use relaunches to boast brand expertise
Keep the environment top of mind
Remain competitive with unique claims, technologies and ingredients
K-Beauty trends influence launch activity
Take inspiration from K-Beauty innovation
How the food industry will have an impact
Launch activity and innovation: men’s facial skincare
Extend men’s skincare routine with lip launches
Graph 23: new product development in the men’s facial skincare category, by sub-category, 2021-25
Continue to engage men with new product launches
Graph 24: new product development in the men’s facial skincare category, by top 10 claims (based on 2024), 2023-24
Graph 25: new product development in the men’s facial skincare category, by launch type, 2021-25
Simplify men’s skincare routines
Offer speed and convenience for time-poor men
Provide room for men to practice self-care
Graph 26: new product development in the men’s facial skincare category, by top 10 brands, 2024
Advertising and marketing activity
Utilise the power of social media advertising
Leverage positive user reviews
Science-forward advertising will prove expertise
Graph 27: total above-the-line, online display, social media and direct mail advertising expenditure on facial skincare, by top 10 advertisers and others, 2023-24
Embrace the power of pop-ups
Expand brand reach with sports partnerships
Spokespeople can appeal to all ages
Take an honest approach to advertising
Slow ageing trends extend to men’s facial skincare
APPENDIX
Supplementary data
Trends in the age structure of the UK population, 2020-30
Market forecast data and methodology
Market size and forecast at constant and current prices (value)
Market size and forecast and prediction intervals (value)
Forecast methodology
Report scope and definitions
Market definition
Abbreviations and terms
Generations
Consumer research methodology
Nielsen Ad Intel coverage
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