This report provides a complete review and analysis of the US facial skincare market and consumer. Mintel’s BPC expert breaks down the latest industry developments and consumer demands, to provide brands with the opportunity to adapt and strategize accordingly.

Below, we summarize some of the key areas analyzed, and provide handpicked insights from the full report.

Key Areas Analyzed in This Report

  • The impact of inflation and other external factors on the facial skincare market and consumer.
  • US facial skincare market size, share, and segment performance.
  • How consumers define quality and value within the category.
  • How category players are innovating offerings to stand out from the competition, and further innovation opportunities.
  • Consumer attitudes toward facial skincare — what they want and why.

US Facial Skincare Market Overview

The facial skincare market is expected to face disruption in 2023, with consumers trading down to lower-priced products, and increased competition from mass-market innovations. Essential formats such as facial moisturizers, cleansers and lip balms are likely to remain popular, but premium-priced products must offer additional benefits beyond skin care to remain competitive (see Opportunity for Brands to learn more).

Consumer Behavior in Facial Skincare

This report finds that over half of all facial skincare users shop around for the best prices, and also tend to stock up when discounted, mostly sticking to their go-to products. This isn’t the only indicator that shoppers are becoming savvier; as reported in Mintel’s Ingredient Trends in BPC Report, almost nine in 10 consumers do ingredient research into products that they are considering purchasing or using.

Meanwhile, consumers under 35 are more likely to look for cheaper alternatives to expensive products than older users. Dupes are also becoming more mainstream among younger generations, with 83 million views on TikTok for #skincaredupes.

Overall, Mintel observes that the facial skincare consumer is likely to drive change in the category as attitudes toward skincare change, and this is analyzed in detail in this report.

Opportunity for Brands

Over half of facial skincare consumers have purchased a premium product as a treat in the past six months, showing engagement with the premium segment. However, to overcome the current single-purchase trend, there is an opportunity to promote skincare as an investment — toward positive and healthful routines. With consumers more likely to invest in facial skincare than other personal care categories, there is potential for receptivity to this.

With this report, you’ll have access to independent consumer research that reveals the latest consumer demands and the opportunities available for brands to capitalize on these. Looking for something else? Browse the extensive library of BPC market research.

Products and Brands Discussed

Products: This report covers the at-home US market for facial skincare and anti-aging products, defined as anti-aging facial products, facial cleansers including scrubs and toners, facial moisturizers, acne treatments, and lip balm.

Companies/brands: L’Oréal USA, CeraVe, La Roche Posay, Garnier, Thayers, e.l.f. Cosmetics, Starface, Real Beauty, Zitsticka, Dupeshop, Glossier, Lumin, JB SKRUB, Biotherm, hims and hers, Coty, Face Gym, Viktor Michael, and more.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

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Expert Analysis from a BPC Specialist

This report, written by Carson Kitzmiller, a leading BPC analyst, delivers in-depth commentary and analysis to highlight current trends in the US facial skincare market, and adds expert context to the numbers.

Consumer engagement across foundational daily-use formats such as moisturizers, cleansers and lip balm continues to rise, leading to overall sales growth for the total category. However, the democratization of claims, ingredients and formats once reserved for the premium segment have infiltrated the mass market, thanks to consumer demand for convenience, accessibility and affordability, potentially creating obstacles for higher-priced offerings. Additionally, significant competition in the category has led to an evolution of segmented skincare ranges across a variety of consumer lifestages and lifestyles, all with undertones that promote skin health and self-care and tie to overall wellness routines. Key players, while competing in a cost-conscious environment, must prove quality and value beyond functionality to stand out and see long-term success.

Carson Kitzmiller, Senior Beauty & Personal Care Analyst

 

Carson Kitzmiller
Senior Beauty & Personal Care Analyst

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  1. Overview

    • What you need to know
    • This Report looks at the following area
    • Definition
    • Market context

  2. Executive Summary

    • Top takeaways
    • Consumer trends
    • Women and men differ in their usage and attitudes
      • Figure 1: Product usage (NET), by gender, 2023
      • Figure 2: Select attitudes and behaviors toward facial skincare, by gender, 2023
    • Most are spending the same amount of time on their routine; holistic wellness concepts can drive further use
      • Figure 3: Time spent on facial skincare routine compared to a year ago, 2023
      • Figure 4: Reasons for spending more time on facial skincare routine compared to a year ago, 2023
    • Trust at a brand level matters
      • Figure 5: Defining value in facial skincare (ranked – up to three), 2023
    • A preventative and protective mindset reigns
      • Figure 6: Select attitudes and behaviors toward facial skincare, 2023
    • Competitive strategies
    • “Dupes” popular in value-focused environment
      • Figure 7: Select trade-out attitudes, by age, 2023
    • Distribution evolves to gain consumer visibility
      • Figure 8: Retailers shopped for facial skincare, 2023
    • Derma drives validity
      • Figure 9: Dr. Shah and La Roche Posay Instagram video, 2023
    • Market predictions
      • Figure 10: Total US sales and fan chart forecast of the facial skincare market, at current prices, 2017-27
      • Figure 11: Facial skincare category outlook, 2023-28
    • Opportunities
    • Embrace customer life journey’s through “personalized” offerings
      • Figure 12: Stripes menopausal skincare
    • Evolve occasion-based usage
      • Figure 13: Occasion-based approaches toward facial skincare, by gender and age, 2023
    • Treat purchases as a “skinvestment”
      • Figure 14: Select attitudes and behaviors toward facial skincare, by generation, 2023

  3. Market Size and Forecast

    • After years of growth, market expected to maintain but cool
      • Figure 15: Total US sales and fan chart forecast of the facial skincare market, at current prices, 2017-27
      • Figure 16: Total US retail sales and forecast of facial skincare products, at current prices, 2017-27
      • Figure 17: Total US retail sales and forecast of facial skincare products, at inflation-adjusted prices, 2017-27

  4. Segment Performance

    • Daily routines and skin concerns fuel growth
      • Figure 18: Total US retail sales and forecast of facial skincare products, by segment, at current prices, 2017-27
      • Figure 19: Total US retail sales and forecast of facial skincare products, by segment, at current prices, 2017-27
    • The new face of anti-aging
      • Figure 20: The Body Shop eliminates “anti-aging” language

  5. Market Drivers

    • Democratization of claims and mass market innovation may create obstacles for higher-priced goods
      • Figure 21: Percentage of US facial skincare formats launched with associated claims less than one year ago, by beauty price positioning, 2022-23
      • Figure 22: Joy Works by Kao exclusively in Dollar General, 2023
    • “Skinification” of wellness-adjacent categories could impact market
      • Figure 23: Ritual’s HyaCera™ ingestible capsule, 2023
    • Price and convenience may overshadow eco-behaviors…for now

  6. Market Share/Key Players

    • L’Oréal USA gains ground thanks to “derma” brands
    • Garnier and Thayers cleansing: product expansion focused on skin types and concerns
      • Figure 24: Garnier SkinActive Micellar Cleansing Water collection
      • Figure 25: Thayers facial toner guide
    • e.l.f wins with trendy collections at affordable price points
      • Figure 26: multi-outlet sales, e.l.f. Cosmetics, rolling 52 weeks 2022 and 2023
      • Figure 27: e.l.f skincare collections
    • Smaller brands see success with hydrocolloid acne patches
      • Figure 28: Select multi-outlet sales acne treatment, by select companies, rolling 52 weeks 2022 and 2023
      • Figure 29: Acne treatment launches, by select brands, 2022-23
    • Sales of facial skincare products by company
      • Figure 30: Multi-outlet sales of facial skincare and anti-aging products, by leading companies, rolling 52 weeks 2022 and 2023
    • Company/brand sales by segment
      • Figure 31: Multi-outlet sales of facial anti-aging products, by leading companies and brands, rolling 52 weeks 2022 and 2023
      • Figure 32: Multi-outlet sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2022 and 2023
      • Figure 33: Multi-outlet sales of facial moisturizers, by leading companies and brands, rolling 52 weeks 2022 and 2023
      • Figure 34: Multi-outlet sales of acne treatments, by leading companies and brands, rolling 52 weeks 2022 and 2023
      • Figure 35: Multi-outlet sales of lip balm, by leading companies and brands, rolling 52 weeks 2022 and 2023

  7. Competitive Strategies and Market Opportunities

    • Dupe culture thriving within the facial skincare segment
      • Figure 36: Dupeshop
      • Figure 37: Dupe recommendations on TikTok, 2023
    • Distribution evolves for accessibility and visibility
    • Premium skincare for men appeals
      • Figure 38: Lumin skincare rebrand, April 2023
      • Figure 39: JB Skrub, 2023
      • Figure 40: Biotherm Skin Diag powered by AI now available for men
    • Dermatologists: the new “skinfluencer”
      • Figure 41: CeraVe’s “Derms with signs” parade, New Orleans, 2023
      • Figure 42: Dr Whitney Bowe Beauty’s Skin Cycling Program Kit
      • Figure 43: Coty relaunches philosophy brand with a stronger derma focus, 2023
    • Professional treatments continue to inspire NPD
      • Figure 44: Clearstem Skincare BOUNCEBACK™ “No Botox Serum”
      • Figure 45: Face Gym Acne Light Shot
      • Figure 46: Viktor Michael Injection Intervention™ Duo Pre and Post Injection Care Bundle

  8. The Facial Skincare Consumer – Fast Facts

  9. Product Usage and Spend

    • Facial moisturizers and cleansers become “essential”
      • Figure 47: Product usage, 2021-23
    • 5+ step routines becoming more common
      • Figure 48: Product usage, repertoire, 2022-23
      • Figure 49: Product usage, repertoire, by generation, 2023
      • Figure 50: Honest B.Y.O.B. Build your own bundle subscription
    • Boost core product usage through skin-type messaging
      • Figure 51: Select product usage, by skin type, 2023
    • Educate on daily usage to encourage spend
      • Figure 52: Product spend, 2023
      • Figure 53: La Roche Posay Nutritic Lip Balm
    • $16-30 is a sweet spot for men’s essentials
      • Figure 54: Facial cleanser and facial moisturizer category spend, by gender, 2023
    • Acne treatments and rinse-off masks appeal to cash-strapped consumers
      • Figure 55: Select product usage, by household income, 2023
      • Figure 56: innisfree Retinol Cica Overnight Patches
      • Figure 57: Peach Slices affordable Snail Rescue Intensive Wash-Off Mask

  10. Changes in Routine

    • Save consumers time with easy-to-use offerings
      • Figure 58: Time spent on facial skincare routine compared to a year ago, 2023
    • Connect category to health concepts for longevity of use
      • Figure 59: Reasons for spending more time on facial skincare routine compared to a year ago, by gender, 2023
      • Figure 60: “Stress Affects Your Skin” online merchandising at Sephora, 2023
    • “Romanticizing” routines through self-care themes
      • Figure 61: Spending more time on facial skincare routine to relax, by gender and age, 2023
      • Figure 62: Gryt Skincare for tweens and teens, 2023
    • Money may be a factor in time-reduced routines
      • Figure 63: Reasons for spending less time on facial skincare routine in the last year, 2023

  11. Defining Quality in Facial Skincare

    • Quality attributes must be proven
      • Figure 64: Defining quality in facial skincare (Ranked – up to three), 2023
    • Proven ingredients and claims appeal to older generations
      • Figure 65: Defining quality in facial skincare (any rank), by age, 2023
      • Figure 66: ROC focuses on 30-50 age group with Multi Correxion range, 2022
    • Take sensitive skin needs to the next level for multicultural users
      • Figure 67: Defining quality in facial skincare (Any rank), by select race and Hispanic origin, 2023

  12. Defining Value in Facial Skincare

    • Brand-level trust as important as product attributes
      • Figure 68: Defining value in facial skincare (ranked – up to three), 2023
    • Women’s higher usage in category sees price focus, males spread in value definition
      • Figure 69: Defining value in facial skincare (any rank – up to three), by gender and select generation, 2023
    • Secondary convenience attributes may influencer parents further
      • Figure 70: Defining value in facial skincare (any rank – up to three), by parental status, 2023

  13. Attitudes and Behaviors toward Facial Skincare

    • Embrace skin health at every lifestage
      • Figure 71: Select attitudes and behaviors toward facial skincare, 2023
      • Figure 72: Number of US facial skincare launches with skin-health-related language, 2018-22
      • Figure 73: Ulta’s “Skinfatuation” online merchandising for beauty lifestages, 2023
    • Keep it simple for routine minimalists
      • Figure 74: Select attitudes and behaviors toward facial skincare, by gender, 2023
      • Figure 75: Pretty Boy recovery gel cream moisturizer
    • “What’s old is new” occasion-based direction can entice new users
      • Figure 76: Occasion-based approached toward facial skincare, by gender and age, 2023
      • Figure 77: Futurewise slugging system, 2023
    • Treat skincare as an investment
      • Figure 78: Select attitudes and behaviors toward facial skincare, by generation, 2023
      • Figure 79: STELLA by Stella McCartney skincare

  14. Trade-out Attitudes

    • Stock-up mentalities exist among most…
      • Figure 80: Trade-out attitudes, 2023
      • Figure 81: Good Molecules daily moisturizer upgrade, 2023
    • …but dupes and multifunctional products appeal to younger consumers
      • Figure 82: Select trade-out attitudes, by age, 2023
      • Figure 83: Magic Molecule’s “The Solution”
    • Product usage education can go beyond traditional timestamps
      • Figure 84: Skin Rocks by Caroline Hirons “use this much” cap
      • Figure 85: Select trade-out attitudes, by gender, 2023

  15. Retailers Shopped

    • Mass merchants still key in shopping experiences
      • Figure 86: Retailers shopped for facial skincare, 2023
    • Options, options, options
      • Figure 87: Retailers shopped, by gender and age, 2023
    • DEI strategies can likely influence purchase channels
      • Figure 88: Select retailers shopped, by select race and Hispanic origin, 2023
    • Spotlight on Ulta Beauty
      • Figure 89: Ulta Beauty’s AAPI-owned and founded brands digital merchandising strategy
    • Think beyond a consumer’s financial situation
      • Figure 90: Select retailers shopped, by financial situation, 2023
      • Figure 91: SpaceNK enters Walmart

  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

  17. Appendix – The Market

      • Figure 92: Total US sales and fan chart forecast table of the facial skincare market with worst and best case forecasts, at current prices, 2022-27
      • Figure 93: Average annual household spending on facial skincare products, 2017-22
      • Figure 94: Total US retail sales of facial skincare products, by segment, at current prices, 2020 and 2022
      • Figure 95: Total US retail sales and forecast of facial anti-aging products, at current prices, 2017-27
      • Figure 96: Total US retail sales and forecast of facial anti-aging products, at inflation-adjusted prices, 2017-27
      • Figure 97: Growth of multi-outlet dollar sales and volume sales of facial anti-aging products, 2017-22
      • Figure 98: Total US retail sales and forecast of facial cleansers at current prices, 2017-27
      • Figure 99: Total US retail sales and forecast of facial cleansers, at inflation-adjusted prices, 2017-27
      • Figure 100: Growth of multi-outlet dollar sales and volume sales of facial cleansers, 2017-22
      • Figure 101: Total US retail sales and forecast of facial moisturizers, at current prices, 2017-27
      • Figure 102: Total US retail sales and forecast of facial moisturizers, at inflation-adjusted prices, 2017-27
      • Figure 103: Growth of multi-outlet dollar sales and volume sales of facial moisturizers, 2017-22
      • Figure 104: Total US retail sales and forecast of acne treatments, at current prices, 2017-27
      • Figure 105: Total US retail sales and forecast of acne treatments, at inflation-adjusted prices, 2017-27
      • Figure 106: Growth of multi-outlet dollar sales and volume sales of acne treatments, 2017-22
      • Figure 107: Total US retail sales and forecast of lip balm, at current prices, 2017-27
      • Figure 108: Total US retail sales and forecast of lip balm, at inflation-adjusted prices, 2017-27
      • Figure 109: Growth of multi-outlet dollar sales and volume sales of lip balm, 2017-22
      • Figure 110: Total US retail sales of facial skincare products, by channel, at current prices, 2017-22
      • Figure 111: US supermarket sales of facial skincare products, at current prices, 2017-22
      • Figure 112: US drugstore sales of facial skincare products, at current prices, 2017-22
      • Figure 113: US sales of facial skincare products through other retail channels, at current prices, 2017-22

  18. Appendix—The Consumer

      • Figure 114: Product usage (NET), by gender, 2023

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