US Facial Skincare Market Report 2022
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This report provides comprehensive and current information and analysis of the US facial skincare market including US facial skincare market size, facial skin care market share, anticipated market forecast, relevant market segmentation, and industry trends for the facial skincare market in the US.
Current market landscape
In the US skincare market, 51% of consumers consider proven efficacy as a primary purchase factor for facial skincare, making it the top-cited attribute that consumers look for when shopping for facial skincare.
While price hikes due to inflation could lead some shoppers to trade down to less-expensive options, category players that are open and transparent with consumers about price increases could earn longterm loyalty.
Future market trends in US facial skincare
In addition to the rise of savvy shopping behaviors due to economic upheaval, private label brands are increasingly taking steps to improve quality and compete with more mid-tier brands, intensifying competition within the market.
Given the elevated level of importance being placed on skin health, category players that pivot their strategies to incorporate and promote more skin health benefits will see success in today’s wellness-focused environment.
Read on to discover more about skincare market research, read our US Skin Conditions Market Report 2022, or take a look at our other Beauty, Personal Goods & Toiletries Market research reports.
Quickly understand the skin care products market
- The impact of COVID-19 on consumer behavior and the facial skincare market.
- How usage trends impact the facial skincare market.
- How category players are innovating offerings to stand out from the competition.
- What consumers want from the category and why.
Covered in this report
Brands include: MONO, Deciem, Unilever, L’Oreal, Galderma, Cetaphil, CeraVe, La Roche Posay, Differin, Johnson & Johnson, Proctor & Gamble, Clorox, No7 Beauty Company, GlaxoSmithKline, Kao, RoC Skincare, Therabody, Mono Skincare, Ulé, Shiseido, Kate McLeod.
Expert analysis from a specialist in the skin care market in the United States
This report, written by Olivia Guinaugh, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis in this US facial skincare market report to highlight current trends and add expert context to the numbers.
The facial skincare market has seen steady growth since 2017, which can partially be attributed to the essential nature of the category and stable market penetration. Thanks to an increased focus on hygiene and an intensified need for self-care, the overall category did not suffer major loses in 2020 as a result of the pandemic, although market growth was slower than originally anticipated before COVID-19. Looking ahead, Mintel expects more consumers will embrace the “less is more” approach to skincare routines, fueling the demand for multi-benefit products that don’t compromise on efficacy. Whether it’s to reduce their environmental footprint, streamline their routine or better protect their skin barrier, some consumers are already abandoning multi-step routines in favor of more simplistic approaches, sometimes referred to ‘skinimalism’.
Olivia Guinaugh
Senior Beauty and Personal Care Analyst
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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Executive Summary
- Top takeaways
- Market overview
- Figure 1: Total US sales and fan chart forecast of facial skincare market, at current prices, 2017–27
- Figure 2: Category outlook, 2022–27
- Opportunities and challenges
- Tap into skin minimalism trends to reach key audiences
- Figure 3: Multi-step routines are wasteful, by age, 2022
- Skin health is top of mind
- Elevate sustainability initiatives
- Figure 4: Mono Skincare, 2022
- Growing concerns over inflation will have shoppers looking for value
- Prove product efficacy to win BPC users’ trust
- Get a peek for “what’s next” by looking at skincare trends in APAC
- Key consumer insights
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Market Size and Forecast
- Facial skincare market expected to maintain slow yet steady growth
- Figure 5: Total US sales and fan chart forecast of facial skincare market, at current prices, 2017–27
- Figure 6: Total US sales and forecast of market, at current prices, 2016–26
- Facial skincare market expected to maintain slow yet steady growth
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Segment Performance
- All segments see gains
- Figure 7: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2020 and 2022
- All segments see gains
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Market Factors
- Rising inflation rates accelerate value-driven behaviors
- Figure 8: Consumer Price Index change from previous period, 2010–22
- Earn long-term loyalty by being transparent about price hikes
- Figure 9: Instagram post from Deciem, 2022
- Rising inflation rates accelerate value-driven behaviors
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Market Share
- Expert approvals give leading companies a boost in sales
- Unilever gains a competitive edge by acquiring Paula’s Choice
- Private label turns in the strongest sales performance
- Sales of facial skincare by company
- Figure 10: Multi-outlet sales of facial skincare and anti-aging products, by leading companies, rolling 52 weeks 2021 and 2022
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Competitive Strategies and Market Opportunities
- Utilize #SkinTok to reach key audiences
- Figure 11: TikTok post from Dr. Howard, 2020
- Utilize tech to enhance and prove product efficacy
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- Figure 12: Effectim
- Figure 13: Le Mieux’s Ionized Oxygen Infuser
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- Figure 14: Therabody’s TheraFace Pro, 2022
- Leverage a stronger eco-ethical positioning to reach conscious shoppers
- Figure 15: Select eco-ethical claims in new facial skincare launches in the US, 2018–22
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- Figure 16: Ulé Beauty vertical farming
- Figure 17: MONO Skincare, 2022
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- Figure 18: Kate McLeod Face Stone, 2021
- Bioengineered ingredients are the future of sustainable skincare
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- Figure 19: Tiny Associates
- Figure 20: Instagram post from MAKE Beauty, 2022
- Consumer demand for vegan skincare continues to intensify
- Figure 21: Vegan claims in new facial skincare launches, 2017–22
- Find out “what’s next” by looking at skincare trends in APAC
- Figure 22: I don’t participate in skincare trends, by age, 2022
- What’s trending in K-Beauty?
- Figure 23: Abib Calming Set, 2022
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- Figure 24: Saro de Rúe Freeze-Dried Hyaluronic Acid Anti-Aging System, 2021
- Keep up with the evolution of clean beauty
- Utilize #SkinTok to reach key audiences
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The Facial Skincare Consumer – Fast Facts
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Product Usage
- Most facial skincare products see usage gains, especially lip balm
- Figure 25: Usage of products, 2021–22
- Perceptions of increased efficacy drives treatment usage
- Figure 26: Types of anti-aging and acne treatments used, 2022
- Take advantage of younger men’s growing interest in skincare
- Figure 27: Usage of select facial skincare products, by gender, 2022
- Showcase the value of discretionary items on social media
- Figure 28: Usage of select facial skincare products, by age, 2022
- Entice young adults by bringing elements of fun into the skincare space
- Figure 29: TikTok post about Love & Pebble’s Beauty Pops, 2022
- Asian and Black adults drive usage of specialty skincare products
- Figure 30: Usage of select facial skincare products, by race and Hispanic origin, 2022
- Most facial skincare products see usage gains, especially lip balm
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Purchase Influencers
- Prove product efficacy to win BPC users’ trust
- Figure 31: Purchase influencers, 2022
- Address misleading claims and avoid fearmongering communication
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- Figure 32: Instagram post from The Eco Well and TikTok post from Javon Ford, 2022
- Expand product ranges to better reach men
- Figure 33: Instagram post from Hims, 2022
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- Figure 34: Select purchase influencers, by gender, 2022
- Eco-ethical issues are top of mind for young adults
- Figure 35: Select purchase influencers, by age, 2022
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- Figure 36: Instagram post from Fieldtrip, 2022
- Prove product efficacy to win BPC users’ trust
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Changes in Behavior
- Enhance facial skincare’s association with holistic wellness
- Figure 37: Changes in behavior, 2022
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- Figure 38: DERMAdoctor’s Anti-Stress Adaptogen Powder
- Address challenges from non-invasive treatments
- Figure 39: Changes in receiving non-invasive skin treatments, by age, 2022
- Offer at-home alternatives to non-invasive treatments
- Figure 40: Instagram posts from Ourself, 2022
- Enhance facial skincare’s association with holistic wellness
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Spending Habits
- Encourage lip balm trade ups by tapping into the “skinification” trend
- Figure 41: Laneige Lip Sleeping Mask, 2022
- Figure 42: Spending habits, 2022
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- Figure 43: TikTok post about #botoxinabottle, 2021
- Encourage lip balm trade ups by tapping into the “skinification” trend
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Attitudes toward Skincare
- Showcase value beyond cost
- Figure 44: Instagram posts from Cocokind, 2022
- Figure 45: Attitudes toward facial skincare, 2022
- Tap into minimalism trends to win over key audiences
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- Figure 46: Select attitudes toward skincare, by age, 2022
- Strengthening the skin’s barrier is top of mind for young adults
- Figure 47: Instagram post from Gallinée, 2021
- Showcase value beyond cost
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Skincare Concerns
- Take a skin positivity approach when focusing on skincare concerns
- Figure 48: Skincare concerns, 2022
- The rebranding of The Proactiv Company aligns with today’s modern consumer
- Figure 49: Alchemee
- Embrace the pro-aging and pro-acne movements
- Figure 50: Instagram post from SpoiledChild, 2022
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- Figure 51: Select skincare concerns, by age and gender, 2022
- Offer products designed for Hispanic adults’ specific skincare needs
- Figure 52: Select skincare concerns, by race and Hispanic origin, 2022
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- Figure 53: Instagram posts from Topicals, 2021
- Take a skin positivity approach when focusing on skincare concerns
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Benefits Sought from Skincare Routine
- Offer a higher level of transparency by being more descriptive with claims
- Figure 54: Benefits sought from skincare routines, 2022
- Skin health is also top of mind
- Figure 55: Instagram post from Pour Moi Skincare, 2022
- Women seek a wide range of skincare benefits
- Figure 56: Shimaboshi Stick Cleansing
- Figure 57: Select benefits sought from skincare routines, by gender, 2022
- Offer a higher level of transparency by being more descriptive with claims
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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Appendix – The Market
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- Figure 58: Total US retail sales and forecast of facial skincare and anti-aging products, at inflation-adjusted prices, 2017–27
- Figure 59: Total US retail sales and forecast of facial skincare and anti-aging products, by segment, at current prices, 2017–27
- Figure 60: Average annual household spending on facial skincare and anti-aging products, 2017–22
- Figure 61: Total US retail sales and forecast of facial anti-aging products, at current prices, 2017–27
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- Figure 62: Growth of multi-outlet dollar sales and volume sales of facial anti-aging products, 2017–22
- Figure 63: Total US retail sales and forecast of facial cleansers, at current prices, 2017–27
- Figure 64: Growth of multi-outlet dollar sales and volume sales of facial cleansers, 2017–22
- Figure 65: Total US retail sales and forecast of facial moisturizers, at current prices, 2017–27
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- Figure 66: Growth of multi-outlet dollar sales and volume sales of facial moisturizers, 2017–22
- Figure 67: Total US retail sales and forecast of acne treatments, at current prices, 2017–27
- Figure 68: Growth of multi-outlet dollar sales and volume sales of acne treatments, 2017–22
- Figure 69: Total US retail sales and forecast of lip balm, at current prices, 2017–27
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- Figure 70: Growth of multi-outlet dollar sales and volume sales of lip balm, 2017–22
- Figure 71: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2017–22
- Figure 72: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2020 and 2022
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- Figure 73: US supermarket sales of facial skincare and anti-aging products, at current prices, 2017–22
- Figure 74: US drugstore sales of facial skincare and anti-aging products, at current prices, 2017–22
- Figure 75: US sales of facial skincare and anti-aging products through other retail channels, at current prices, 2017–22
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Appendix – Companies & Brands
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- Figure 76: Multi-outlet sales of facial anti-aging products, by leading companies and brands, rolling 52 weeks 2021 and 2022
- Figure 77: Multi-outlet sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2021 and 2022
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- Figure 78: Multi-outlet sales of facial moisturizers, by leading companies and brands, rolling 52 weeks 2021 and 2022
- Figure 79: Multi-outlet sales of acne treatments, by leading companies and brands, rolling 52 weeks 2021 and 2022
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- Figure 80: Multi-outlet sales of lip balm, by leading companies and brands, rolling 52 weeks 2021 and 2022
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