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UK Women's Facial Skincare market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Women's Facial Skincare market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Roshida Khanom, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The women’s facial skincare category has seen strong value growth year-on year despite a decline in NPD, suggesting that advertising and marketing messages are resonating with women. Penetration of products has increased in the last 12 months, indicating that women are adding multiple steps to their regime. However, there are signs that education could help grow the market further; despite high ingredient awareness knowledge about ingredients remains low, and there is still confusion around the use of SPF. Roshida Khanom
Associate Director - Beauty & Personal Care

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Products covered in this Report

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

  • Moisturisers
  • Toners
  • Masks and treatments
  • Medicated skincare
  • Specialised products (such as lip salves, eye care and antiageing products)
  • Cleansers (including scrubs, washes, wipes, make-up remover and facial soaps)

Bodycare products are excluded from this Report but are covered in Mintel’s Hand, Body, and Footcare – UK, April 2018 Report.

Please note that for the ease of market categorisation from a product and brand perspective, this Report refers to premium and mass products. For the purpose of this Report:

  • Top-end prices and high brand status define prestige products. They are typically sold behind the counter in department stores with specialised sales assistants. Prestige brands include Clinique (Estée Lauder) and Lancôme (L’Oréal).
  • Mass products are more typically priced at the lower end of the spectrum and are sold in self-serve formats in mass retail outlets including supermarkets and high street chemists such as Boots and Superdrug. Mass brands include NIVEA (Beiersdorf) and Olay (Procter & Gamble).

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • A category going from strength to strength
              • Figure 1: Best- and worst-case forecast of the UK value sales of women’s facial skincare, 2013-23
            • Companies and brands
              • Simple and L’Oréal lead market share
                • Figure 2: UK retail value sales of mass market women’s facial skincare, by brand, year ending May 2018
              • NPD shows a decline
                • Figure 3: New product launches in the women’s facial skincare market, January 2015-April 2018
              • The consumer
                • Penetration of cleansing products is on the rise
                  • Figure 4: Facial cleansing products used in the last 12 months, March 2017 and May 2018
                • Night cream sees increased penetration
                  • Figure 5: Facial moisturiser products used in the last 12 months, March 2017 and May 2018
                • Increased penetration of treatments suggests widening repertoires
                  • Figure 6: Facial treatment products used in the last 12 months, March 2017 and May 2018
                • Sun exposure is the biggest external factor impacting skin appearance
                  • Figure 7: External factors impacting the appearance of facial skin, May 2018
                • Sleep is an issue
                  • Figure 8: Internal factors impacting the appearance of facial skin, May 2018
                • High awareness, low knowledge
                  • Figure 9: Facial skincare ingredient awareness, May 2018
                • Price is the biggest purchase influencer
                  • Figure 10: Purchase factors for facial skincare products, May 2018
                • Use of SPF is high
                  • Figure 11: Usage of SPF products in facial skincare routine, by youngest and oldest age groups, May 2018
                • Confusion on sun protection
                  • Figure 12: Attitudes towards SPF and facial skincare, May 2018
                • What we think
                • Issues and Insights

                  • SPF skincare still has a long way to go
                    • The facts
                      • The implications
                        • The category fares well despite NPD being down
                          • The facts
                            • The implications
                              • Women are buying more, even though knowledge is still low
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Strong growth in value
                                      • Mass market cleansers and eye care show strong value sales
                                        • Specialist stores showed strong sales in 2017
                                          • The teen market presents opportunities
                                            • ‘Anti-ageing’ may no longer resonate
                                              • Natural and organic sector remains confusing
                                              • Market Size and Forecast

                                                • Strong value growth in 2017
                                                  • Figure 13: UK retail value sales of women’s facial skincare, at current and constant prices, 2013-23
                                                • Continued growth predicted
                                                  • Figure 14: Best- and worst-case forecast of the UK value sales of women’s facial skincare, 2013-23
                                                • Forecast methodology
                                                • Market Segmentation

                                                  • Mass market cleansers and eye care see significant rise
                                                    • Figure 15: UK retail value sales of mass market women’s facial skincare, by segment, years ending February, 2017 and 2018
                                                  • Mass shows growth whilst prestige is in decline
                                                    • Figure 16: UK retail value sales of women’s facial skincare, mass vs prestige, years ending February, 2017 and 2018
                                                • Channels to Market

                                                  • Specialist stores fare well in 2017
                                                    • Figure 17: UK retail value sales of women’s facial skincare, by outlet type, 2016-17
                                                  • Boots remains most popular destination
                                                  • Market Drivers

                                                    • Opportunities for the teen market
                                                      • Figure 18: Trends in the age structure of the female UK population, 2012-22
                                                    • Rethinking ‘anti-ageing’
                                                      • Financial situations may change
                                                        • Figure 19: Trends in how respondents would describe their financial situation, May 2017 and May 2018
                                                      • Bodycare blurs the boundaries
                                                        • Figure 20: Attitudes towards facial vs body skin, January 2018
                                                      • Personalising skincare
                                                        • The sun protection factor
                                                          • Figure 21: Attitudes towards sun protection products, September 2017
                                                        • Clearing the confusion in the natural and organic category
                                                          • Figure 22: Attitudes towards natural/organic beauty and personal care products, September 2017
                                                        • Holiday beauty is important
                                                          • Facial treatments in salons is on the decline
                                                          • Companies and Brands – What You Need to Know

                                                            • L’Oréal sees strong value growth
                                                              • NPD sees a decline
                                                                • Botanical/herbal remains the top claim
                                                                  • Digital advertising sees greater focus
                                                                    • Helping women navigate skincare
                                                                      • Women are proud of mass market brands
                                                                      • Market Share

                                                                        • Simple and L’Oréal lead market share
                                                                          • Figure 23: UK retail value sales of mass market women’s facial skincare, by brand, years ending May, 2017 and 2018
                                                                      • Launch Activity and Innovation

                                                                        • Decline in NPD
                                                                          • Figure 24: New product launches in the women’s facial skincare market, January 2015-April 2018
                                                                          • Figure 25: Examples of NPD in eye and lip masks, 2017
                                                                        • High-end products in lip care
                                                                          • Figure 26: High end NPD for lips, 2017
                                                                        • Little in new formulations
                                                                          • Figure 27: New product launches in the women’s facial skincare market, by launch type, January 2015-April 2018
                                                                          • Figure 28: Moisturising lip launches, 2017 and 2018
                                                                        • Treading the line between skincare and colour cosmetics
                                                                          • Botanical/herbal remains top claim
                                                                            • Figure 29: Top claims for new product launches in the women’s facial skincare market in 2017, 2016-17
                                                                          • Rise in vegan, halal and ethnic claims
                                                                            • Figure 30: Percentage change in vegan, halal and ethnic claims, 2016-17
                                                                          • Environmental claims see a boost
                                                                            • Protecting from the environment
                                                                              • Estée Lauder leads NPD
                                                                                • Figure 31: New product launches in the women’s facial skincare market, by ultimate companies and other, 2017
                                                                              • Cult beauty brands that hit the UK
                                                                              • Advertising and Marketing Activity

                                                                                • Advertising spend sees little change
                                                                                  • Figure 32: Total recorded above-the-line, online and direct mail advertising expenditure on women’s facial skincare, by media type, January 2015-April 2018
                                                                                • P&G leads advertising spend
                                                                                  • Figure 33: Total recorded above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by ultimate company and other, 2017
                                                                                • Brands look to present more high-tech guidance
                                                                                  • Bringing help in the home
                                                                                    • Nielsen Ad Intel coverage
                                                                                    • Brand Research

                                                                                        • Brand map
                                                                                          • Figure 34: Attitudes towards and usage of selected brands, April 2018
                                                                                        • Key brand metrics
                                                                                          • Figure 35: Key metrics for selected brands, April 2018
                                                                                        • Brand attitudes: Mass market brands inspire pride
                                                                                          • Figure 36: Attitudes, by brand, April 2018
                                                                                        • Brand personality: Premium brands are exclusive
                                                                                          • Figure 37: Brand personality – macro image, April 2018
                                                                                        • Simple brand considered natural
                                                                                          • Figure 38: Brand personality – micro image, April 2018
                                                                                        • Brand analysis
                                                                                          • Liz Earle has low associations with brand metrics
                                                                                            • Figure 39: User profile of Liz Earle, April 2018
                                                                                          • Simple is considered ethical
                                                                                            • Figure 40: User profile of Simple, April 2018
                                                                                          • Boots appeals to older women
                                                                                            • Figure 41: User profile of Boots No7, April 2018
                                                                                          • Garnier is considered fun
                                                                                            • Figure 42: User profile of Garnier, April 2018
                                                                                          • Clinique appeals to older women
                                                                                            • Figure 43: User profile of Clinique, April 2018
                                                                                          • Olay instils pride
                                                                                            • Figure 44: User profile of Olay, April 2018
                                                                                          • Neutrogena is innovative
                                                                                            • Figure 45: User profile of Neutrogena, April 2018
                                                                                        • The Consumer – What You Need to Know

                                                                                          • Penetration of facial skincare is on the rise
                                                                                            • Sun exposure is the biggest external influencer
                                                                                              • Sleep is the biggest internal influencer
                                                                                                • Ingredient awareness is high but knowledge is low
                                                                                                  • Price is the most important purchase influencer
                                                                                                    • Use of SPF is high - but so is confusion
                                                                                                    • Usage of Facial Cleansing Products

                                                                                                      • Cleansing becomes more important
                                                                                                        • Figure 46: Facial cleansing products used in the last 12 months, March 2017 and May 2018
                                                                                                        • Figure 47: Quotes and image related to cleansing, May 2018
                                                                                                      • Wipes sometimes used instead of cleanser
                                                                                                        • Figure 48: Image and quotes related to usage of wipes, May 2018
                                                                                                      • Moving away from single-step cleansing routines
                                                                                                        • Figure 49: Facial cleansing repertoires, May 2018
                                                                                                    • Usage of Facial Caring Products

                                                                                                      • Widening repertoires in the caring segment
                                                                                                        • Figure 50: Repertoire of facial caring products (moisturisers and treatments) used in the last 12 months, March 2017 and May 2018
                                                                                                      • More focus on night routines
                                                                                                        • Figure 51: Facial moisturiser products used in the last 12 months, March 2017 and May 2018
                                                                                                      • Day cream usage peaks in over-65s
                                                                                                        • Figure 52: Usage of day, night and eye cream, by age, May 2018
                                                                                                        • Figure 53: Images and quotes relating to moisturising, May 2018
                                                                                                      • Masks remain popular
                                                                                                        • Figure 54: Facial treatment products used in the last 12 months, March 2017 and May 2018
                                                                                                        • Figure 55: Image and quotes related to using face masks, May 2018
                                                                                                    • Factors Impacting Skin Appearance

                                                                                                      • Sun exposure is the biggest external culprit
                                                                                                        • Figure 56: External factors impacting the appearance of facial skin, May 2018
                                                                                                        • Figure 57: Image and quote relating to light from devices impacting the appearance of skin, May 2018
                                                                                                      • Even those in small towns worry about pollution
                                                                                                        • Figure 58: Agreement with pollution impacting facial skin appearance, by area, May 2018
                                                                                                        • Figure 59: Image and quotes relating to pollution impacting the appearance of skin, May 2018
                                                                                                      • Cold weather impacts older people more, hot weather impacts younger
                                                                                                        • Figure 60: Agreement with hot and cold weather impacting facial skin appearance, by age, May 2018
                                                                                                        • Figure 61: Image and quotes relating to the impact of hot and cold weather on skin appearance, May 2018
                                                                                                      • Dust concern may impact usage of cleansers
                                                                                                        • Figure 62: Usage of cleansing balm and cleansing oil/gel amongst women who agree that dust impacts facial skin appearance, May 2018
                                                                                                      • Sleep is the biggest internal influencer
                                                                                                        • Figure 63: Internal factors impacting the appearance of facial skin, May 2018
                                                                                                        • Figure 64: Image and quotes relating to sleep as a factor influencing skin appearance, May 2018
                                                                                                      • Impact of hormones changes by age
                                                                                                        • Diet is a bigger factor for younger women, water is bigger for older women
                                                                                                          • Figure 65: Agreement with diet and water consumption impacting the appearance of facial skin, by age, May 2018
                                                                                                          • Figure 66: Image and quotes relating to diet impacting the appearance of skin, May 2018
                                                                                                      • Ingredient Awareness

                                                                                                        • High awareness but low knowledge when it comes to ingredients
                                                                                                          • Figure 67: Facial skincare ingredient awareness, May 2018
                                                                                                        • The acids are well known
                                                                                                        • Purchase of Facial Skincare Products

                                                                                                          • Price and brand name are universally important
                                                                                                            • Figure 68: Purchase factors for facial skincare products, May 2018
                                                                                                          • Young women look for reviews
                                                                                                            • Figure 69: Good reviews/recommendations as an important factor when buying facial skincare products, by age, May 2018
                                                                                                          • Ingredients are more important with age
                                                                                                            • Figure 70: Ingredients and certification as important factors when buying facial skincare products, by age, May 2018
                                                                                                          • Halal and vegan claims appeal to desire for cruelty-free
                                                                                                          • Use of Facial Skincare with SPF

                                                                                                            • Use of moisturiser with SPF is high
                                                                                                              • Figure 71: Usage of SPF products in facial skincare routine, by youngest and oldest age groups, May 2018
                                                                                                            • Confusion in the sector
                                                                                                              • Figure 72: Attitudes towards SPF and facial skincare, May 2018
                                                                                                            • Young women concerned about SPF products not suiting skin
                                                                                                              • Figure 73: Agreement with SPF products being heavy, causing spots or skin sensitivity, amongst 16-24s, May 2018
                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                              • Abbreviations
                                                                                                                • Consumer research methodology
                                                                                                                  • Figure 74: Image bank for facial skincare routines, May 2018
                                                                                                                  • Figure 75: Image bank for factors impacting appearance of facial skin, May 2018
                                                                                                                • Forecast methodology