Description

Providing the most comprehensive and up-to-date information and analysis of the US Facial Skincare market, including the behaviors, preferences, and habits of the consumer.

In spite of COVID-19-related disruptions, the facial skincare market was able to stave off major loses thanks to the functional and routine nature of the category along with the heightened desire for self-care. However, the pandemic did still have a profound impact on routines and how consumers engage in the space. 47% of adults who used more skincare products or tried a new product this year cite concern surrounding skin health/hygiene as a top reason. While some adults increased their usage of skincare products, others lessened usage due to changes to their daily routines, like less makeup wearing (62%) and less shopping (41%).

As the threat of the virus subsides, there are opportunities to develop products based on new lifestyle needs. Increased environmental activism opens doors for sustainable innovations while a greater need for relaxation, combined with on-the-go lifestyles, will see products like masks and treatments evolve into more convenient formats.

Read on to discover more about the US Facial Skincare consumer market, check out our US Beauty Influencers Market Report 2021, or take a look at our other Beauty And Cosmetic Industry, Market Research & Trends research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the facial skincare market.
  • How skepticism fuels demand for proof of product efficacy.
  • TikTok’s impact on the skincare market and trends.
  • How sustainability will shape the future of skincare.

Covered in this report

Brands include: EpigenCare, Lululab, Atolla, CeraVe, Cetaphil, L’Oreal, Galderma, La Roche, Olay, Selfless by Hyram, Johnson & Johnson, Proctor & Gamble, Unilever, Clorox, Boots, GlaxoSmithKline, Kao, BlistexStarface, Peace Out, Kosas, Summer Fridays, Fenty Beauty, Jones Road, Ilia, Keys Soul Care, Covey, Krave Beauty, Beauty Stat, Sunday Riley, Drunk Elephant, First Aid Beauty, Firmenich, REN, Youth to the People, Caudalie, Biossance, Herbavore Botanicals, Walmart, Glow Recipe, Supergoop, Versed, Tatcha, Paula’s Choice, Clinique, Burt’s Bees, Inky List, Dieux Skin, Experiment Beauty, Bolt Beauty, The Ordinary, Supergoop, Colorscience, Unsun.

Expert analysis from a specialist in the field

This report, written by Clare Hennigan, a leading analyst in the US Facial Skincare sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The stress and health concerns brought on by the pandemic had a varied impact on facial skincare routines and product usage. A greater focus on both physical skin health and mental health drove usage of skincare products like treatments, masks and even cleansers — allowing the market to stave off major loses. However, disruption to makeup routines and the presence of protective face coverings led to decreased usage frequency of makeup removers and lip balms, while increasing the need for acne products. Feelings of uncertainty and lack of trust led consumers to seek “expert approved” affordable brands available at mass retailers, as consumers sought products and ingredients that are familiar and trusted.

As the threat of the pandemic subsides, consumers will continue to turn to category ‘experts,’ whether they be influencers or industry professionals, for guidance and recommendations. With trust in brands disrupted, brands will have to work even harder to prove safety and efficacy to consumers.
Clare Hennigan, Senior Beauty Analyst
Clare Hennigan

Senior Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Bring emotional benefits and holistic wellness into skincare
    • Reimagine wellness rituals for fast-paced lifestyles
    • Make the clinical skincare space more “fun” with unique product formats
    • Focus NPD on skin health and the microbiome
    • Ingestible products stand to resonate with Hispanic consumers
    • Sustainability will shape the future of skincare
    • Be an advocate for preservation
    • Bring transparency into the sustainability movement
    • Tap into skinimalism trends to denote sustainability and quality
    • Leverage recognizable and clinically backed ingredients to improve trust
    • Skincare is going back to the basics
    • Encourage trade-ups by proving product efficacy and safety
    • Increase repeat purchases by harnessing new technologies
    • An “ingredient-first” approach to shopping increases demand for transparency
    • Market overview
    • Impact of COVID-19 on facial skincare
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on facial skincare, June 2021
  3. The Market – Key Takeaways

    • Momentum slows, but market continues to grow
    • Skincare experiences the “mask effect”
    • Prove value and results by harnessing new technologies
  4. Market Size and Forecast

    • Momentum slows, but market continues to grow
      • Figure 2: Total US sales and fan chart forecast of facial skincare products, at current prices, 2016-26
      • Figure 3: Total US retail sales and forecast of facial skincare and anti-aging products, at current prices, 2016-26
    • Impact of COVID-19 on facial skincare
  5. Segment Performance

    • Skincare experiences the “mask effect”
    • Will the future of anti-aging complement or compete with professional services?
      • Figure 4: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2019 and 2021
  6. Market Factors

    • Encourage trade-ups by proving product efficacy
    • Focus on sensory benefits to boost men’s participation
      • Figure 5: Repertoire of product usage, by men’s age group, March 2021
    • Prove value and results by harnessing new technologies
    • Pandemic-induced trading-down behaviors could continue long-term
  7. Companies and Brands – Key Takeaways

    • Leading companies benefit from “expert” approval
    • Bring “fun” into the clinical skincare space with unique product formats
    • Highlight that recognizable ingredients denote safety
  8. Market Share

    • Leading companies benefit from “expert” approval
      • Figure 6: TikTok – Skincare by Hyram
      • Figure 7: Multi-outlet sales of facial skincare and anti-aging products, by leading companies, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • Bring “fun” into the clinical skincare space with unique product formats
      • Figure 8: Mintel GNPD – Starface and Peace Out Skincare
    • Brands are renovating offerings to meet new lifestyle needs
    • Makeup brands blur category lines with hybrid products…
      • Figure 9: Mintel GNPD – Kosas
    • …and skincare brands are expanding from the face to the body
      • Figure 10: Mintel GNPD – Summer Fridays
    • Tap into skinimalism trends to denote sustainability and quality
      • Figure 11: Mintel GNPD – Covey
  10. Market Opportunities

    • Highlight recognizable ingredients to denote safety
    • Adjust communication strategies to align with key audiences’ desired results
    • Focus NPD on skin health and the microbiome
      • Figure 12: Mintel GNPD – Sunday Riley
      • Figure 13: Drunk Elephant – Microbiome vs. skin barrier
    • Sustainability will shape the future of skincare
    • Be an advocate for preservation
    • Bring transparency into the sustainability movement
    • Take Gen Z’s love of TikTok’s entertainment value to the next level for continued engagement
  11. The Consumer – Key Takeaways

    • Consumer segments defined by attitudes toward facial skincare
    • Position on-the-go products as micro-moments for self-care
    • Target innovation to serve both physical and mental health
    • Encourage trade-ups and boost repeat purchase rates by demonstrating and proving efficacy
    • Ingestible products stand to resonate with Hispanic consumers
    • Reduce confusion and build loyalty with customizable products
  12. Consumer Segmentation

      • Figure 14: Facial skincare segmentation, March 2021
    • Group 1: Skincare Specialists
      • Figure 15: Attitudes toward skincare, by skincare specialists, March 2021
    • Group 2: Passionate Pragmatists
      • Figure 16: Attitudes toward skincare, by passionate pragmatists, March 2021
    • Group 3: Functionalists
      • Figure 17: Attitudes toward skincare, by functionalists, March 2021
    • Group 4: Enthusiastic Experimenters
      • Figure 18: Attitudes toward skincare, by enthusiastic experimenters, March 2021
  13. Product Usage and Frequency

    • Product staples benefit from strong usage
      • Figure 19: Product usage, March 2021
    • Women drive category growth
      • Figure 20: Product usage, by gender, March 2021
    • Shifting preferences among younger consumers give rise to new, eco-friendly formats
      • Figure 21: Dieux Skin – Forever Eye Mask
      • Figure 22: Experiment Beauty – Avant Guard
    • Biodegradable ampoules make single-use eco-friendly
      • Figure 23: Product usage, by age, March 2021
    • Products that match the results of professional services stand to resonate with Hispanic consumers
      • Figure 24: Select product usage, by race and Hispanic origin, March 2021
    • COVID-19 impacts product usage frequency
      • Figure 25: Product usage frequency, March 2021
  14. Reasons for Using Skincare Products More or Less

    • Target innovation to serve both physical and mental health
      • Figure 26: Reasons for using skincare products more often, March 2021
    • Expect conscious consumption and “skinimalism” trends to impact usage frequency post-pandemic
      • Figure 27: Experiment Beauty – Sustainability post
      • Figure 28: Reasons for using skincare products less often, March 2021
  15. Purchase Influencers

    • Encourage trade-ups by demonstrating efficacy
      • Figure 29: Purchase influencers, March 2021
    • Highlight convenience to appeal to men
      • Figure 30: Purchase influencers, by gender, March 2021
    • Expect mass brands to tap into the menopause market
      • Figure 31: Purchase influencers, by age, March 2021
  16. Benefits Sought

    • Evolve “ingredient stories” into “formula stories”
    • What’s happening now and why are consumers purchasing based off ingredients?
    • What’s next?
      • Figure 32: Instagram post – Here’s what an INCI doesn’t tell you
      • Figure 33: Benefits sought, March 2021
    • Higher expectations from routines creates room for complementary ingestible products
      • Figure 34: Benefits sought, by race and Hispanic origin, March 2021
    • Expect the sun protection space to heat up
      • Figure 35: Benefits sought, by segmentation, March 2021
  17. Interest in Skincare Trends and Innovations

    • Skin minimalism is driving interest in multipurpose products
    • What’s next for K-beauty?
      • Figure 36: Interest in skincare trends and innovations, March 2021
    • Reduce confusion and build loyalty with customizable products
      • Figure 37: Interest in skincare trends and innovations, by age, March 2021
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
    • Terms
  19. Appendix – The Market

      • Figure 38: Total US retail sales and forecast of facial skincare and anti-aging products, at inflation-adjusted prices, 2016-26
      • Figure 39: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2019 and 2021
      • Figure 40: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2016-21
  20. Appendix – Companies and Brands

      • Figure 41: Multi-outlet sales of facial anti-aging products, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 42: Multi-outlet sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 43: Multi-outlet sales of facial moisturizers, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 44: Multi-outlet sales of acne treatments, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 45: Multi-outlet sales of lip balm, by leading companies and brands, rolling 52 weeks 2020 and 2021
  21. Appendix – The Consumer

    • Consumer segmentation factors
      • Figure 46: Attitudes toward skincare, March 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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