Facial Skincare - US - 2022.pdf

FACIAL SKINCARE
US, 2022
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Contents
OVERVIEW..................................................................................................................................................................................................... 6
What you need to know .........................................................................................................................................................7
Definition ...............................................................................................................................................................................7
Market context........................................................................................................................................................................7
EXECUTIVE SUMMARY............................................................................................................................................................................. 8
Top takeaways .......................................................................................................................................................................9
Market overview ....................................................................................................................................................................9
Figure 1: Total US sales and fan chart forecast of facial skincare market, at current prices, 2017–27........................................................................9
Figure 2: Category outlook, 2022–27.........................................................................................................................................................................10
Opportunities and challenges ..............................................................................................................................................10
Figure 3: Multi-step routines are wasteful, by age, 2022............................................................................................................................................10
Figure 4: Mono Skincare, 2022................................................................................................................................................................................... 11
Key consumer insights ........................................................................................................................................................12
THE MARKET...............................................................................................................................................................................................13
Market Size and Forecast .................................................................................................................................. 14
Facial skincare market expected to maintain slow yet steady growth .................................................................................14
Figure 5: Total US sales and fan chart forecast of facial skincare market, at current prices, 2017–27......................................................................14
Figure 6: Total US sales and forecast of market, at current prices, 2016–26.............................................................................................................14
Segment Performance........................................................................................................................................ 15
All segments see gains .......................................................................................................................................................15
Figure 7: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2020 and 2022........................................15
Market Factors ................................................................................................................................................... 16
Rising inflation rates accelerate value-driven behaviors......................................................................................................16
Figure 8: Consumer Price Index change from previous period, 2010–22..................................................................................................................16
Figure 9: Instagram post from Deciem, 2022..............................................................................................................................................................17
Market Share........................................................................................................................................................ 18
Expert approvals give leading companies a boost in sales .................................................................................................18
Sales of facial skincare by company ...................................................................................................................................19
Figure 10: Multi-outlet sales of facial skincare and anti-aging products, by leading companies, rolling 52 weeks 2021 and 2022............................19
Competitive Strategies and Market Opportunities .......................................................................................... 20
Utilize #SkinTok to reach key audiences..............................................................................................................................20
Figure 11: TikTok post from Dr. Howard, 2020............................................................................................................................................................20
Utilize tech to enhance and prove product efficacy..............................................................................................................21
Figure 12: Effectim......................................................................................................................................................................................................21
Figure 13: Le Mieux’s Ionized Oxygen Infuser............................................................................................................................................................21
Figure 14: Therabody’s TheraFace Pro, 2022............................................................................................................................................................22
Leverage a stronger eco-ethical positioning to reach conscious shoppers..........................................................................22
Figure 15: Select eco-ethical claims in new facial skincare launches in the US, 2018–22.........................................................................................22
Figure 16: Ulé Beauty vertical farming........................................................................................................................................................................23
Figure 17: MONO Skincare, 2022...............................................................................................................................................................................23
Figure 18: Kate McLeod Face Stone, 2021................................................................................................................................................................24
Figure 19: Tiny Associates..........................................................................................................................................................................................25
Figure 20: Instagram post from MAKE Beauty, 2022..................................................................................................................................................25
Figure 21: Vegan claims in new facial skincare launches, 2017–22...........................................................................................................................26
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Figure 22: I don’t participate in skincare trends, by age, 2022...................................................................................................................................26
Figure 23: Abib Calming Set, 2022.............................................................................................................................................................................27
Figure 24: Saro de Rúe Freeze-Dried Hyaluronic Acid Anti-Aging System, 2021......................................................................................................28
Keep up with the evolution of clean beauty..........................................................................................................................28
THE CONSUMER........................................................................................................................................................................................29
The Facial Skincare Consumer – Fast Facts ................................................................................................... 30
Product Usage..................................................................................................................................................... 31
Most facial skincare products see usage gains, especially lip balm ....................................................................................31
Figure 25: Usage of products, 2021–22.....................................................................................................................................................................31
Perceptions of increased efficacy drives treatment usage...................................................................................................32
Figure 26: Types of anti-aging and acne treatments used, 2022................................................................................................................................32
Take advantage of younger men’s growing interest in skincare ..........................................................................................32
Figure 27: Usage of select facial skincare products, by gender, 2022.......................................................................................................................33
Showcase the value of discretionary items on social media ...............................................................................................33
Figure 28: Usage of select facial skincare products, by age, 2022............................................................................................................................34
Figure 29: TikTok post about Love & Pebble’s Beauty Pops, 2022............................................................................................................................34
Asian and Black adults drive usage of specialty skincare products.....................................................................................35
Figure 30: Usage of select facial skincare products, by race and Hispanic origin, 2022............................................................................................35
Purchase Influencers.......................................................................................................................................... 36
Prove product efficacy to win BPC users’ trust ....................................................................................................................36
Figure 31: Purchase influencers, 2022.......................................................................................................................................................................36
Figure 32: Instagram post from The Eco Well and TikTok post from Javon Ford, 2022.............................................................................................37
Expand product ranges to better reach men........................................................................................................................38
Figure 33: Instagram post from Hims, 2022................................................................................................................................................................38
Figure 34: Select purchase influencers, by gender, 2022...........................................................................................................................................38
Eco-ethical issues are top of mind for young adults ............................................................................................................39
Figure 35: Select purchase influencers, by age, 2022................................................................................................................................................39
Figure 36: Instagram post from Fieldtrip, 2022...........................................................................................................................................................39
Changes in Behavior........................................................................................................................................... 40
Enhance facial skincare’s association with holistic wellness ...............................................................................................40
Figure 37: Changes in behavior, 2022........................................................................................................................................................................40
Figure 38: DERMAdoctor’s Anti-Stress Adaptogen Powder.......................................................................................................................................40
Address challenges from non-invasive treatments...............................................................................................................41
Figure 39: Changes in receiving non-invasive skin treatments, by age, 2022............................................................................................................41
Figure 40: Instagram posts from Ourself, 2022..........................................................................................................................................................42
Spending Habits.................................................................................................................................................. 43
Encourage lip balm trade ups by tapping into the “skinification” trend ................................................................................43
Figure 41: Laneige Lip Sleeping Mask, 2022.............................................................................................................................................................43
Figure 42: Spending habits, 2022...............................................................................................................................................................................43
Figure 43: TikTok post about #botoxinabottle, 2021...................................................................................................................................................44
Attitudes toward Skincare.................................................................................................................................. 45
Showcase value beyond cost ..............................................................................................................................................45
Figure 44: Instagram posts from Cocokind, 2022.......................................................................................................................................................45
Figure 45: Attitudes toward facial skincare, 2022.......................................................................................................................................................46
Tap into minimalism trends to win over key audiences .......................................................................................................46
Figure 46: Select attitudes toward skincare, by age, 2022.........................................................................................................................................46
Figure 47: Instagram post from Gallinée, 2021..........................................................................................................................................................47
Skincare Concerns.............................................................................................................................................. 48
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Take a skin positivity approach when focusing on skincare concerns .................................................................................48
Figure 48: Skincare concerns, 2022...........................................................................................................................................................................48
Figure 49: Alchemee...................................................................................................................................................................................................49
Embrace the pro-aging and pro-acne movements ..............................................................................................................49
Figure 50: Instagram post from SpoiledChild, 2022...................................................................................................................................................49
Figure 51: Select skincare concerns, by age and gender, 2022.................................................................................................................................50
Offer products designed for Hispanic adults’ specific skincare needs .................................................................................50
Figure 52: Select skincare concerns, by race and Hispanic origin, 2022...................................................................................................................50
Figure 53: Instagram posts from Topicals, 2021.........................................................................................................................................................51
Benefits Sought from Skincare Routine............................................................................................................ 52
Offer a higher level of transparency by being more descriptive with claims ........................................................................52
Figure 54: Benefits sought from skincare routines, 2022...........................................................................................................................................52
Figure 55: Instagram post from Pour Moi Skincare, 2022..........................................................................................................................................53
Women seek a wide range of skincare benefits ..................................................................................................................53
Figure 56: Shimaboshi Stick Cleansing......................................................................................................................................................................53
APPENDIX....................................................................................................................................................................................................54
Figure 57: Select benefits sought from skincare routines, by gender, 2022...............................................................................................................55
Data Sources and Abbreviations....................................................................................................................... 56
Data sources........................................................................................................................................................................56
Abbreviations and terms.......................................................................................................................................................57
The Market ........................................................................................................................................................... 58
Figure 58: Total US retail sales and forecast of facial skincare and anti-aging products, at inflation-adjusted prices, 2017–27................................58
Figure 59: Total US retail sales and forecast of facial skincare and anti-aging products, by segment, at current prices, 2017–27...........................58
Figure 60: Average annual household spending on facial skincare and anti-aging products, 2017–22.....................................................................59
Figure 61: Total US retail sales and forecast of facial anti-aging products, at current prices, 2017–27.....................................................................59
Figure 62: Growth of multi-outlet dollar sales and volume sales of facial anti-aging products, 2017–22...................................................................59
Figure 63: Total US retail sales and forecast of facial cleansers, at current prices, 2017–27.....................................................................................60
Figure 64: Growth of multi-outlet dollar sales and volume sales of facial cleansers, 2017–22..................................................................................60
Figure 65: Total US retail sales and forecast of facial moisturizers, at current prices, 2017–27.................................................................................60
Figure 66: Growth of multi-outlet dollar sales and volume sales of facial moisturizers, 2017–22..............................................................................61
Figure 67: Total US retail sales and forecast of acne treatments, at current prices, 2017–27....................................................................................61
Figure 68: Growth of multi-outlet dollar sales and volume sales of acne treatments, 2017–22.................................................................................61
Figure 69: Total US retail sales and forecast of lip balm, at current prices, 2017–27.................................................................................................62
Figure 70: Growth of multi-outlet dollar sales and volume sales of lip balm, 2017–22...............................................................................................62
Figure 71: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2017–22.................................................62
Figure 72: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2020 and 2022.......................................63
Figure 73: US supermarket sales of facial skincare and anti-aging products, at current prices, 2017–22.................................................................63
Figure 74: US drugstore sales of facial skincare and anti-aging products, at current prices, 2017–22......................................................................63
Figure 75: US sales of facial skincare and anti-aging products through other retail channels, at current prices, 2017–22.......................................64
Companies & Brands ......................................................................................................................................... 65
Figure 76: Multi-outlet sales of facial anti-aging products, by leading companies and brands, rolling 52 weeks 2021 and 2022..............................65
Figure 77: Multi-outlet sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2021 and 2022.............................................66
Figure 78: Multi-outlet sales of facial moisturizers, by leading companies and brands, rolling 52 weeks 2021 and 2022.........................................67
Figure 79: Multi-outlet sales of acne treatments, by leading companies and brands, rolling 52 weeks 2021 and 2022............................................68
Figure 80: Multi-outlet sales of lip balm, by leading companies and brands, rolling 52 weeks 2021 and 2022..........................................................69
RESEARCH METHODOLOGY................................................................................................................................................................70
US Research Methodology................................................................................................................................. 71
Consumer research..............................................................................................................................................................71
The Mintel fan chart..............................................................................................................................................................74
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OVERVIEW
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What you need to know
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 long-
term loyalty.
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.
This Report looks at the following areas
• 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
Definition
This Report covers the US market for facial skincare and anti-aging
products, which is defined as follows:
• Anti-aging facial products (can include cleansers, moisturizers
and treatments)
• Facial cleansers including scrubs and toners
• Facial moisturizers
• Acne treatments
• Lip balm
This Report covers only the at-home facial skincare market and
does not include professional services or body care products such
as body wash or hand and body lotion.
Market context
Consumer markets have faced an unprecedented level of turmoil
in recent years. At the start of 2020, COVID-19 caused massive
economic disruption, as various stay-at-home orders were
introduced and nonessential businesses were closed. Consumer
behavior shifted drastically, with much greater demand for at-home
products and delivery services, straining an already challenged
global supply chain.
Business operations resumed in most parts of the country in 2021
as vaccines were administered and social distancing restrictions
and capacity limitations were relaxed. However, localized surges
in case counts and the rapid spread of the Delta and then Omicron
variants caused increased business as well as travel restrictions in
and out of the US, exacerbating supply chain shortages in many
industries.
Early 2022 has seen a decline in COVID-19 cases in the US, while
the conflict in Ukraine continues to escalate and more civilians are
displaced. The economic fallout from the conflict and subsequent
sanctions will include soaring energy prices, worsened supply
chain disruptions, and potential shortages of food and other natural
resources.
As of March, the Conference Board expects US Real GDP to
increase at an annualized rate of 3% for 2022, down from previous
estimates of 3.5%. To curb rapidly rising inflation, the central bank
is tightening monetary policy and analysts are predicting anywhere
from three to seven interest rate hikes this year to limit the supply of
money in the economy.
US inflation reached 40-year highs in early 2022, but barring a new,
more severe COVID-19 variant or expansion of the conflict outside
of Ukraine, those figures should begin to stabilize and eventually fall
as we enter the second half of the year. US consumers, however,
should expect to see prices remain higher than they have been
the past few years, as supply chain disruptions create product and
labor shortages. As is often the case, wealthy Americans likely won’t
see much change to their daily purchasing behaviors. But those
consumers unable to withstand price increases will have to choose
between cutting back and increasing debt.
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EXECUTIVE
SUMMARY
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FACIAL SKINCARE, US - 2022 9
© Mintel Group Ltd. All rights reserved.
Olivia Guinaugh, Senior Beauty & Personal Care Analyst
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’.
Top takeaways
Focus NPD on skin health: 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.
Drive loyalty with elevated sustainability
initiatives: Young adults’ elevated interest
in eco-friendly products signals that the
desire to live more sustainability will be a
driving force behind innovation in the facial
skincare space.
Encourage trade-ups by proving product
efficacy: Given that efficacy is top of
mind for facial skincare users, successful
brands will help reassure consumers and
boost trust by offering evidence of product
efficacy.
Market overview
The facial skincare market is expected to
exceed $XX.X billion in total 2022 retail
sales, an increase of 5.5% from 2021.
However, when accounting for inflation, the
market is expected to experience some
disruption, indicating that some consumers,
particularly those from lower-income
groups, will trade down to less-expensive
options
(see Market Factors; Appendix – The
Market).
Looking ahead, the market is expected to
see slow yet steady growth through 2027.
Pared down routines combined with growing
concerns surrounding the environmental
impact of excessive waste will challenge a
return to “pre-pandemic” market growth and
momentum. Still, the facial skincare market
benefits from being driven by daily routines
as well as consumers’ elevated focus on
skin health.
FIGURE 1: TOTAL US SALES AND FAN CHART FORECAST OF FACIAL SKINCARE
MARKET, AT CURRENT PRICES, 2017–27
Source: based on IRI InfoScan® Reviews; US Census Bureau, Economic Census; consumer research/Mintel
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The following Figure provides a traditional
stoplight analysis of the impact of COVID-19
on facial skincare, which includes Mintel’s
analysis for when consumer behavior is
expected to resume to the more normal or
traditional levels seen prior to COVID-19.
FIGURE 2: CATEGORY OUTLOOK, 2022–27
Source: Mintel, June 2022
Opportunities and challenges
Tap into skin minimalism trends to
reach key audiences
• Nearly all facial skincare products have
experienced a boost in usage from 2021–
22, contributing to overall market growth.
However, some consumers, particularly
younger adults, think multistep routines
are wasteful, leading some to reduce
the number of products they use in their
skincare routine.
• Whether it’s to reduce their environmental
footprint or streamline their routines,
Mintel expects more consumers will
abandon multi-step routines in favor of
more simplistic approaches, sometimes
referred to “skinimalism.”
• A preference toward minimalism among
an engaged demographics signals a
shift in the market, suggesting that more
brands will unveil multi-benefit products.
Focusing on ingredients that can multi-
task or multi-functional products is a
straightforward way for brands to engage
with consumers looking to cut down on
the number of products they use (see
Product Usage; Attitudes and Behaviors
toward Skincare).
FIGURE 3: MULTI-STEP ROUTINES ARE WASTEFUL, BY AGE, 2022
“Which of the following statements do you agree with about facial skincare?
Please select all that apply.”
Base: 1,612 internet users aged 18+ who use skincare products at home
Source: Kantar Profiles/Mintel, March 2022
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Skin health is top of mind
• Conversations online surrounding skin
barrier health are leading to scrutiny over
lengthy routines, also contributing to
growing popularity of “skin minimalism”
(also called “skinimalism”) trends among
key audiences. In fact, adults aged 18–
44, particularly those on the younger end
of the age spectrum, are more likely than
average to be worried about damaging
their skin barrier.
• Excessive usage of strong chemical
exfoliants is a likely culprit for
compromised skin barriers. Given the
reactive nature of skin repair, Mintel
recommends focusing product marketing
on returning skin to a healthy state
while avoiding fear mongering and the
vilification of potent skincare actives.
• As consumers continue to become
more aware and knowledgeable about
the importance of skin health, it will
become increasingly important for
category players to help explain the
role of the microbiome when it comes
to skin barrier health. Be inspired
by brands like Gallinée that not only
incorporate ingredients linked to health
into its products, but also educates
consumers about the benefits behind
those ingredients (see Attitudes toward
Skincare).
Elevate sustainability initiatives
• The sustainability onus is not just on the
end user anymore, as consumers,
particularly younger consumers, push
back for bigger moves from companies,
thereby helping to move the needle faster
on issues like climate change. When
shopping for facial skincare, XX% of
adults aged 18–34 consider “eco-friendly”
as a primary purchase factor, compared
to XX% of the general population. Young
adults’ desire for eco-friendly products
signals that the desire to live more
sustainably will be a driving force
behind innovation in the beauty and
personal care industry.
• In the facial skincare space, a focus can
be placed on water conservation. Be
inspired by recent format/texture
innovations (eg tablets, powders) as well
as concentrated formulas that stress
water-saving capabilities, in addition to
helping reduce plastic waste.
• Launched in January 2022 in France,
MONO Skincare produced the first
organic skincare tablet designed to be
dissolved into drinking water in less
than thirty minutes. The brand offers
a variety of facial skincare products,
all of which work by adding a single
solid tablet to clean water in the
refillable, glass bottle. Once the user
is finished with their product, they can
order tablet replacements and refill the
glass container they received in their
first order (see Purchase Influencers;
Market Opportunities and Competitive
Strategies).
FIGURE 4: MONO SKINCARE, 2022
Source: Instagram/@mono.skincare, March 2022
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Growing concerns over inflation will
have shoppers looking for value
• While COVID-19 has been top of mind for
most consumers over the past two years,
the emphasis will increasingly be on the
cost of living. According to the US Bureau
of Labor Statistics, the US recorded its
fastest annual increase in the inflation
rate since June 1982, with prices for
goods and services rising roughly X.X%
from a year ago in April 2021. When
asked to rank their top three areas of
concerns over the next six months, XX%
of US adults ranked rising prices (ie
inflation) as a top concern, per Mintel’s
Global COVID-19 Tracker – US, April
7-17, 2022.
• While many experts predicted that
inflation rates would soon plateau and
then begin to fall, the crisis in Ukraine has
shifted forecasts toward further increases,
resulting in even higher costs for
consumers.
• Price increases in BPC are inevitable as
the costs of raw materials and transport
continue to rise, which will ultimately be
felt by the consumer. This could lead
some shoppers to trade down to less-
expensive brands. Category players that
are open and transparent with consumers
about price increases could earn long-
term loyalty, especially if consumers can
see that price hikes are not just about
maintaining the company’s profit margin
(see Market Factors).
Prove product efficacy to win BPC
users’ trust
• When shopping for facial skincare,
consumers ultimately choose a product
based on efficacy, with XX%
considering proven efficacy as a primary
purchase factor. Given that the top-cited
reason
why BPC users research ingredients is
to better understand the effectiveness of
their BPC products, it is crucial for brands
to promote their usage of ingredients
linked to efficacy (see Ingredient Trends
in Beauty and Personal Care – US,
2021). In fact, thanks to their established
history filled with clinical trials and
evidence to support claims, retinoids and
exfoliating ingredients, such as salicylic
acid and glycolic acid, are among
the top-cited skin treatments used by
consumers.
• Offering tech solutions in skincare that
allow users to monitor their progress and
measure the results of their routines is
another way for brands to prove product
efficacy (see Competitive Strategies
and Market Opportunities). Whether it’s
pairing topical skincare products with
devices to improve product performance
or offering tech solutions that allow
users to monitor their skincare progress,
advancements in technology can help
brands prove and enhance product
efficacy (see Purchase Influencers;
Product Usage; Market Opportunities and
Competitive Strategies).
Get a peek for “what’s next” by
looking at skincare trends in APAC
• The influence of the APAC region on
BPC in the US is well-known, with South
Korea (K-Beauty) and Japan (J-Beauty)
being the main countries that seem to
have most influence. According to a
Statista survey on the global popularity of
South Korean beauty products in 2021,
nearly 50% of US respondents stated
that Korean beauty products were very
popular in their country.
• Reflective to their experimental approach
to the BPC in general, adults aged 18–44
are significantly less likely than average
to say that they don’t participate in
skincare trends. Younger adults’ interest
in skincare trends, including K-beauty,
signals the future of product innovation,
as they are the most engaged and
influential consumer group.
• Thanks to the influence that K-Beauty
has on key audiences in the US, category
players can get a peek behind the curtain
for what’s next by looking at skincare
trends from the APAC region. For
instance, looking ahead, Mintel expects
to see more hanbang-inspired skincare
and freeze-dried skincare enter the US
market (see Attitudes toward Skincare;
Market Opportunities and Competitive
Strategies).
Key consumer insights
• Consumers are increasingly paying
attention to ingredients when shopping
the facial skincare category, with XX%
paying more attention compared to a year
ago. As category shoppers strive to
become more knowledgeable about the
ingredients in their products, many will
turn to brands for that information (see
Changes in Behavior).
• Some consumers are recognizing they do
not need to spend excessive amounts of
money to be satisfied with their routines,
with XX% agreeing that affordable brands
work just as well as premium brands (see
Attitudes toward Skincare).
• Asian and Hispanic adults are highly
engaged and invested in the facial
skincare space, as they overindex for
usage of various specialty products, such
as anti-aging treatments, facial toner/
astringent, facial mists and serums (see
Product Usage).
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THE MARKET
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Market Size and Forecast
Facial skincare market expected to
maintain slow yet steady growth
The facial skincare market is expected to
exceed $10.6 billion in total 2022 retail
sales, an increase of 5.5% from 2021.
However, when accounting for inflation,
the market is expected to experience
some disruption, indicating that some
consumers, particularly those from lower-
income groups, will trade down to less-
expensive options (see Market Factors;
Appendix – The Market). 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
(see Market Share).
Thanks to an elevated focus on hygiene and
self-care, the overall category did not suffer
major loses in 2020 due to the pandemic;
however, market growth was slower than
originally anticipated before COVID-19.
Looking ahead, the market is expected to
see slow yet steady growth through 2027.
Pared down routines combined with growing
concerns surrounding the environmental
impact of excessive waste will challenge a
return to “pre-pandemic” market growth and
momentum. Still, the facial skincare market
benefits from being driven by daily routines
as well as consumers’ elevated focus on
skin health.
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
$million
$million % change
% change Index (2017 = 100)
Index (2017 = 100) Index (2022 = 100)
Index (2022 = 100)
2017 X,XXX - XX XX
2018 X,XXX X.X XX XX
2022 (est) X,XXX X.X XX XX
2023 (fore) X,XXX X.X XX XX
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Segment Performance
All segments see gains
Consistent with overall market gains, all
facial skincare segments experienced sales
growth from 2020–21, particularly facial
moisturizers, acne treatments and lip balm.
Facial moisturizers are continuously
becoming more of a “staple” in consumers’
routine, contributing to segment growth. In
fact, per last year’s same-titled Report, XX
% of adults who use moisturizers are using
them more often compared to before the
COVID-19 pandemic. Consumers’ strong
desire for hydrated-looking skin also helps
bolster moisturizer use and sales (see
Benefits Sought from Skincare Routine).
Although the disruptions brought on by the
pandemic didn’t lead to declines across
the total market, COVID-19 still had an
impact on the market, particularly lip balm
and acne treatments. While the wearing
of protective face coverings increased
consumers’ need for acne treatments due to
FIGURE 7: TOTAL US RETAIL SALES OF FACIAL SKINCARE AND ANTI-AGING
PRODUCTS, BY SEGMENT, AT CURRENT PRICES, 2020 AND 2022
Segment
Segment 2020
2020 Market share
Market share 2022
2022 Market share
Market share 2020–22
2020–22
$ million
$ million % of total
% of total $ million
$ million % of total
% of total % change
% change
Facial anti-aging X,XXX XX.X X,XXX XX.X XX.X
Facial cleansers X,XXX XX.X X,XXX XX.X XX.X
Facial moisturizers X,XXX XX.X X,XXX XX.X XX.X
Acne treatments X,XXX XX.X X,XXX XX.X XX.X
Lip balm X,XXX XX.X X,XXX XX.X XX.X
Total X,XXX XX.X X,XXX XX.X XX.X
“maskne,” it lessened the need and desire
for lip balm, contributing to the segment’s
X.X% sales decline in 2020. However,
thanks to the widespread distribution of
vaccines, most states have lifted the mask
mandate, allowing typical lip balm
behaviors to resume. Although maskne is
has
become less of a driver for acne treatment
usage, consumers’ concerns around acne
and desire for smooth-looking skin helps
maintain the segment growth (see Skincare
Concerns).
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Market Factors
FIGURE 8: CONSUMER PRICE INDEX CHANGE FROM PREVIOUS PERIOD, 2010–
22
Source: US Bureau of Labor Statistics, January 2010-April 2022
Rising inflation rates accelerate
value-driven behaviors
While COVID-19 has been top of mind
for most consumers over the past two
years, the rising costs of living are now
taking center stage. Rising energy prices,
strong consumer demand and supply chain
disruptions have driven inflation in the US
to highs not seen in decades. According to
the US Bureau of Labor Statistics, the US
recorded its fastest annual increase in the
inflation rate since June 1982, with prices
for goods and services rising roughly X.X%
from a year ago in April 2021. When asked
to rank their top three areas of concerns
over the next six months, XX% of US adults
ranked rising prices (ie inflation) as a top
concern, per Mintel’s Global COVID-19
Tracker – US, April 7-17, 2022.
While many experts predicted that inflation
rates would soon plateau and then begin
to fall, the conflict in Ukraine has shifted
forecasts toward further increases, resulting
in even higher costs for consumers.
Repercussions from Russia’s invasion of
Ukraine will accelerate rising prices, create
more uncertainty around supply and make
it more difficult for central banks to control
inflation.
In response to the cost of inflation and
supply chain constraints roiling the nation,
some companies have announced their
plans to increase prices on their product
offerings. For instance, in January 2022,
Procter & Gamble informed retailers that
the prices of some of its personal care and
health care products would increase in mid-
April 2022. Unilever also warned retailers
that its prices would likely rise in 2022.
Unilever is particularly vulnerable due to
its greater exposure to emerging markets,
where inflation is the fiercest and there are
signs of consumers shifting toward less-
expensive local brands.
Indeed, during times of economic insecurity,
it is common to see BPC shoppers trade
down to less-expensive options. Value-
conscious consumers will take multiple
steps to find the lowest price (or best value)
for an item they want (see Value-Conscious
Consumer – US, 2021). If retailers find
that they can’t escape rising prices, then
they should seek other ways to pass
along value to shoppers, such as offering
flexible payment solutions or free shipping,
waiving minimum order requirements for
free shipping. When asked how consumers
would combat rising prices, XX% said that
they plan to seek out additional discounts
(see Consumers and the Economic Outlook
– US, Winter 2022). This suggests that
coupon aggregator websites (eg Honey)
could be in a good position to drive more
traffic from consumers looking to save extra
money.
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Earn long-term loyalty by being
transparent about price hikes
Price increases in BPC are inevitable as
the cost of raw materials and transport
continue to go up, all of which will ultimately
be felt by the consumer. Indeed, this could
lead to some shoppers, particularly those
from lower-income groups, trading down to
less-expensive brands; however, category
players that are open and transparent with
consumers about price increases could
earn long-term loyalty. As consumers
increasingly shop with an ethical mindset
in BPC, transparency can drive trust in a
brand, especially if consumers can see that
price hikes are not just about maintaining or
increasing the company’s profit margin.
• In an Instagram post from January 2022,
Deciem announced a price increase
for its products, starting in February
2022. The company purposely gave its
followers a two weeks’ notice, allowing
them to stock up before prices went up.
In addition, Deciem explained why its
prices are increasing – the costs the
company is facing as well as the need to
compensate its employees as the costs
of living increase.
FIGURE 9: INSTAGRAM POST FROM DECIEM, 2022
Source: Instagram/@deciem/@deciem, January 2022
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Market Share
Expert approvals give leading
companies a boost in sales
L’Oreal and Galderma both experienced
strong sales growth during the recent
review period. Much of the success of
these companies can be attributed to
their CeraVe and Cetaphil brands, as
they both experienced strong growth in all
the segments they participate in. CeraVe
and Cetaphil not only benefit from their
accessible price points and widespread
availability, but also their expert approvals,
as XX% of adults consider “recommended
by doctor/dermatologist” as a driving factor
when shopping for facial skincare (see
Purchase Influencers).
Other well-known “clinical” or derma-brands
such as La Roche Posay and Differin also
turned in successful sales performances
(see Appendix – Companies and Brands).
Furthermore, consumers are results-driven
in their routines and seek efficacious
products that promise to deliver on benefits,
giving derma-brands like CeraVe, Cetaphil,
La Roche Posay and Differin an advantage
in the market.
Unilever gains a competitive edge
by acquiring Paula’s Choice
Despite being considered a CPG giant,
Unilever continues to see declines in both
sales and share; however, the company’s
recent acquisition of Paula’s Choice could
give it a competitive edge in this already
highly competitive market.
In June 2021, Unilever announced its plans
to acquire Paula’s Choice – a science-driven
brand that offers a variety of facial skincare
products through online channels and select
specialty retailers. Mintel’s Ingredient Trends
in Beauty and Personal Care – US, 2021
highlights the appeal of brands that lead
with science and educate consumers on the
benefits they will see, with XX% of adults
agreeing that they don’t trust ingredient/
product claims unless proven by science.
Acquiring Paula’s Choice will not only help
Unilever enter the prestige facial skincare
space but also help Paula’s Choice see
expanded distribution.
Private label turns in the strongest
sales performance
Some consumers, particularly those from
lower-income groups, are likely feeling the
effects of inflation on their wallets, spurring
them to trade down to less-expensive
product offerings (see Market Factors).
Although private label is a smaller player,
economic and supply chain disruption could
amplify a value-driven mindset, potentially
to the benefit of private label and value-
positioned brands. In fact, XX% of adults
agree that they would buy more store-brand
products due to inflation (see Consumers
and the Economic Outlook – US, Winter
2022).
Indeed, regardless of inflation, some
consumers are recognizing that they do
not need to spend excessive amounts of
money to be satisfied with their routines,
leading some to trade down. In fact, XX%
of category users agree that affordable
brands work just as well as premium brands
(see Attitudes toward Skincare). Mintel’s
BPC Trend Beauty (Re)Valued explores
how “flexitarian” behaviors will become
more extreme, with shoppers trading up
and down across categories, and how
value is being measured by necessity,
quality and convenience. This means that
brands with higher price points will have to
demonstrate value beyond cost, via
purchase impact and convenience, without
sacrificing quality.
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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
Company
Company
52 weeks ending
52 weeks ending
March 21, 2021
March 21, 2021
Market share
Market share
52 weeks ending
52 weeks ending
March 20, 2022
March 20, 2022
Market share
Market share
Sales change
Sales change
2021–22
2021–22
Share change
Share change
$million
$million %
% $million
$million %
% %
% % point
% point
Total X,XXX XXX.X X,XXX XXX.X X.X -
L’Oréal USA XXX.X XX.X XXX.X XX.X XX.X XX.X
Johnson & Johnson XXX.X XX.X XXX.X XX.X XX.X XX.X
The Proctor &
Gamble Company
XXX.X XX.X XXX.X XX.X XX.X XX.X
Galderma
Laboratories LP
The Clorox
Company
Unilever XXX.X XX.X XXX.X XX.X XX.X XX.X
No7 Beauty
Company
GlaxoSmithKline
plc
Kao Corporation XXX.X XX.X XXX.X XX.X XX.X XX.X
RoC Skincare XXX.X XX.X XXX.X XX.X XX.X XX.X
Subtotal XXX.X XX.X XXX.X XX.X XX.X XX.X
Private label XXX.X XX.X XXX.X XX.X XX.X XX.X
Others XXX.X XX.X XXX.X XX.X XX.X XX.X
Note: values shown in this section encompass only sales through IRI’s Multi-Outlet channels, while sales data shown in The Market and Market Breakdown sections of this Report
cover the entire retail market; data may not equal totals due to rounding
Source: IRI InfoScan® Reviews/Mintel
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Competitive Strategies and Market
Opportunities
Utilize #SkinTok to reach key
audiences
Video-based platforms, particularly TikTok,
are the epicenters of Gen Z culture,
impacting every facet of this generation’s
identity, which translates directly to BPC
routines, trends and purchases. In fact,
TikTok is now the top-cited resource that
Gen Z beauty consumers use to learn about
beauty and personal care. Specifically,
59% of Gen Z adults use TikTok to learn
about beauty, an increase from XX% of Gen
Z adults in 2020 (see Gen Z Beauty
Consumer – US, 2021). As TikTok continues
to grow in popularity within the facial
skincare space, brands that provide both
education and entertainment will resonate
with not only Gen Z but potentially a broader
audience.
Considering the hashtag #SkinTok has more
than 4.3bn views on TikTok, TikTok offers a
seamless interface for consumers to learn
about skincare and discover new products
and brands. 30% of adults aged 18–24
agree that social media helps them find
new brands/products to try, underscoring
opportunities for brands to better reach
this young, influential audience through
social media channels like TikTok (see
Personal Care Consumer – US, 2021).
This aligns with Mintel Trend Influentials,
which explores how consumers, particularly
younger consumers, are sharing
experiences and recommendations as well
as seeking out the opinions of peers more
often during the research and purchase
journey.
In the same vein, influencers are also
important resources for consumers because
many of them try new products and highlight
key benefits featured in the products they
are paid to promote. According to Beauty
Influencers – US, February 2020, adults
aged 18–44 are more likely than average
to follow beauty influencers (eg blogs,
celebrities) for inspiration and to find out
what products they use, providing an
abundance of opportunity to reach this
influential group. Still, it is important to keep
in mind that consumers are significantly
more likely to value recommendations
from experts (eg doctors, dermatologists)
than social media influencers, indicating
that “expert influencers” have more power
to influence purchases (see Purchase
Influencers). Furthermore, the relationship
consumers have with expert influencers
is built on trust and loyalty. Brands can
harness that relationship to better reach
and connect with consumers. Partnering
with expert influencers (eg dermatologists,
cosmetic chemists) can also help brands
prove credibility and trustworthiness.
• Dr. Camille Howard is a board-certified
dermatologist who has more than 170K
followers on TikTok alone. In a TikTok
post, Dr. Howard highlighted some of
her favorite skincare products sold at
Sephora, such as OLEHENRIKSEN
Truth Juice Daily Cleanser.
FIGURE 11: TIKTOK POST FROM DR. HOWARD, 2020
Source: TikTok/@dermbeautydoc, December 2020
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Utilize tech to enhance and prove
product efficacy
Mintel Trend Driver Technology looks at how
consumers are increasingly finding solutions
through technology in the physical and
digital worlds. Innovations in technology are
enhancing people’s ability to monitor their
physical, mental and even their skin health.
Whether it’s pairing topical skincare
products with devices to improve product
performance or offering tech solutions
that allow users to monitor their skincare
progress, advancements in technology can
help brands prove and enhance product
efficacy, enabling them to reach the XX% of
adults who consider proof of efficacy as a
driving purchase factor (see Purchase
Influencers). What’s more, skincare devices
designed to promote greater skin health
benefits will not only appeal to the growing
number of skin health-focused consumers
but can also help at-home brands better
compete with professional skincare services
(see Changes in Behavior). In fact, XX%
of skincare device users say that they use
these devices to avoid cosmetic treatments
such as Botox (see Beauty Devices – US,
2021).
Furthermore, accelerated technological
change is almost certain; therefore,
successful, forward-looking brands will
be those that anticipate the changes in
technology and what those changes will
bring to consumer expectation and behavior.
What we’ve seen:
• Launched by the joint venture established
by Shiseido and YA-MAN Ltd, Effectim
offers devices that use 3D Skin Analysis
technology to find solutions for an
individual’s specific skincare needs.
The results from the analysis provide a
diagnosis of the difference between the
user’s actual age and their skin’s age, as
well as the factors behind this difference.
After completing the analysis, users
are instructed to install the waveform
program for their current skin condition
to the beauty device, which is chosen
based on the findings from the skin
diagnosis.
FIGURE 12: EFFECTIM
Source: Effectim’s website
• In April 2022, L’Oréal filed a patent for
acne-imaging technology that claims to
localize and identify different types of
acne by using a deep-learning image
processing digital system that can be
linked to e-commerce products and
service recommendations. In the future,
L’Oréal wants the technology to develop
and track skin treatments, monitor skin
changes after product application, remind
users about product applications and
provide product application instructions.
• Launched in 2022, Le Mieux’s Ionized
Oxygen Infuser claims to dispense an
ultra-fine mist for instant volume and a
“glass skin” glow, appealing to the XX%
of adults who want their skincare routine
to make their skin look dewy/glowy (see
Benefits Sought from Skincare Routine).
Users are instructed to pair the device
with the brand’s Oh My Glow Activator
and Oh My Glow Serum to instantly
hydrate, nourish and brighten skin.
FIGURE 13: LE MIEUX’S IONIZED OXYGEN INFUSER
Source: Le Mieux’s website
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• Described as the ultimate all-in-one
device for facial health, Therabody’s
TheraFace PRO claims to combine
science-backed treatments and
innovative technology with eight
treatments in a single, handheld device.
The device offers three different LED light
therapies (red, blue, red and infrared),
as well as cleansing, percussive therapy,
microcurrent and cryothermal treatments.
According to Dr. Jason Wersland,
founder and chief wellness officer of
Therabody, the brand worked extensively
with dermatologists, scientists, medical
doctors and skin health experts during
the product development process to
carefully perfect each of the device’s
modalities and understand its benefits for
the face.
FIGURE 14: THERABODY’S THERAFACE PRO, 2022
Source: Instagram/@therabody, May 2022
Leverage a stronger eco-ethical
positioning to reach conscious
shoppers
The Sustainability Pillar of the Mintel
Trend Driver Surroundings explores how
consumers are driven to embrace brands
that aim to reduce waste, protect the
environment or improve living conditions.
The desire to support sustainable brands
is particularly notable among younger
adults, as adults aged 18–34 are more likely
than average to consider eco-friendly as
a primary purchase factor when shopping
for facial skincare products (see Purchase
Influencers). What’s more, per The
Sustainable Consumer – US, 2022, XX% of
consumers agree that they’d buy from a
more sustainable brand even if its products
were lower quality, increasing to XX%
among adults aged 18–44. Young adults’
desire for eco-friendly products signals
that the desire to live more sustainably
will be a driving force behind innovation
in the beauty and personal care space.
As a result of the growing pressure on
brands to demonstrate their commitment
to the environment, Mintel’s GNPD shows
a consistent rise in new facial skincare
launches with eco-ethical claims in recent
years.
FIGURE 15: SELECT ECO-ETHICAL CLAIMS IN NEW FACIAL SKINCARE
LAUNCHES IN THE US, 2018–22
Source: Mintel GNPD, April 2018-March 2022
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As discussed in Mintel’s The Future of
Beauty and Personal Care: 2022, the
sustainability onus is not just on the end
user anymore, as consumers push back
for bigger moves from companies, thereby
helping to move the needle faster on issues
like climate change.
In the facial skincare space, a focus can be
placed on water conservation. Be inspired
by recent format/texture innovations (eg
tablets, powders) as well as concentrated
formulas that stress water-saving
capabilities, in addition to helping reduce
plastic waste. Solid formats and refillable
packaging can also help consumers reduce
their plastic usage. In addition, content
demonstrating product ingredients and
how they are sourced as well as raising
awareness on how to recycle BPC products
correctly will garner strong approval.
What we’ve seen:
• In May 2022, Shiseido unveiled Ulé
Beauty – a new skincare brand that
focuses on botanical and conscious
beauty. According to the brand, Ulé
Beauty is the first skincare brand to grow
its ingredients in its own indoor high-tech
vertical farm. According to the brand
website, Ulé Beauty grows its ingredients
at its Ulé Eco-Farm to ensure the purity
of the ingredients and supply chains that
are as short as possible. What’s more,
the packaging of Ulé Beauty’s products is
ultra-light and paired with bio-based lids,
claiming to biodegrade without leaving
permanent microplastics behind.
FIGURE 16: ULÉ BEAUTY VERTICAL FARMING
Source: Ulé Beauty’s website
• Launched in January 2022 in France,
MONO Skincare produced the first
organic skincare tablet designed to be
dissolved into drinking water in less
than thirty minutes. The brand offers a
variety of facial skincare products — face
moisturizer, night serum, cleanser, toner
and makeup remover, all of which work
by adding a single solid tablet to clean
water in the refillable, glass bottle. Once
the user is finished with the product, they
can simply order tablet replacements and
refill the glass container they received in
their first order.
FIGURE 17: MONO SKINCARE, 2022
Source: Instagram/@mono.skincare, March 2022
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• Kate McLeod Face Stone is described
as a solid face moisturiser that melts on
contact and intensely nourishes the skin.
According to the brand, its Face Stone
utilizes an innovative refill system that
is completely plastic-free. The product
comes in a chic, reusable glass jar that’s
topped with a bamboo cap.
FIGURE 18: KATE MCLEOD FACE STONE, 2021
Source: Instagram/@katemcleod, September 2021
Bioengineered ingredients are the
future of sustainable skincare
Although XX% of category users look for
facial skincare products that contain clean/
natural ingredients, natural ingredient
sourcing will continue to become
increasingly challenging for the BPC space
(see Purchase Influencers). Brands can
increasingly rely on lab-grown ingredients to
support plant-based ingredient stories, but
they must also demonstrate environmental
benefits and address safety concerns. Only
15% BPC users agree that products with
lab-grown, nature-equivalent ingredients are
more sustainable than products that use
ingredients from nature, indicating that more
education is needed (see Ingredient Trends
in Beauty and Personal Care – US, 2021).
Category players will need to work on
how to position synthetic and engineered
ingredients with consumers who will
be skeptical of how a product can be
simultaneously natural and lab grown.
Brands that lead with science and educate
consumers on the benefits will garner
approval, especially since XX% of BPC
users don’t trust ingredient/product claims
unless proven by science. Per Mintel’s
qualitative research, some consumers are
open to trying facial skincare products with
lab-grown ingredients, as long as they’re
proven to be safe, effective and sustainable.
Would you be open to trying a product
that uses lab-grown, nature-equivalent
ingredients (ie natural ingredients that are
recreated in a lab)? Why or why not?
“As long as they are not harmful to skin , i
would be open to use that.”
Male, 25–35 years old
“As long as it natural I’m fine with it being
created in a lab. It may be more sustainable.
I would need more information as well.”
Female, 45–55 years old
“No, because I think that they may not be as
effective.”
As products featuring lab-grown ingredients
continue to enter the market, consumers’
comfort with biotechnology will increase
whether they realize it or not. This concept
is further discussed in Mintel 2030 Beauty
& Personal Care Trend The Panorama
of Humanity, which explains how using
engineered natural ingredients will not only
satisfy consumer desire for safety, but also
solve costly supply chain issues related to
the sustainability of natural materials.
What we’ve seen:
• Launched on the Ginko Bioworks
platform, Arcaea is a new, biology-driven
beauty business that aims to use DNA
sequencing, biological engineering and
fermentation in order to develop new
beauty ingredients and products. Leading
beauty companies, including Chanel,
Givaudan and Olaplex, have already
invested in Arcaea.
“Through Arcaea, we see biology as
a creative tool that will drive the next
generation of products and innovation. We
can now access many more molecules
on earth ethically and sustainably, and
therefore can unlock unlimited and
previously unimagined possibilities for
beauty. By bringing together new advances
in technology with designers, brand
builders, and leaders from every point of the
supply chain, we can spark a change across
the entire ecosystem to create an industry
that is reflective of the future we want to see
for the industry.”
Jasmina Aganovic, CEO and founder of
Arcaea, PR Newswire, October 27, 2021
• Launched in 2022, Tiny Associates is a
skincare brand that aims to lead a “post-
natural” beauty movement by shifting
away from natural ingredients in favor of
lab-grown ingredients. On its website,
Tiny Associates explains that scientists
observe that synthetic ingredients
(lab-made molecules obtained with
biotechnology) are often more effective
and more sustainable than nature-
derived ingredients.
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FIGURE 19: TINY ASSOCIATES
Source: Tiny Associates’ website
• In 2021, MAKE Beauty relaunched
with a biotech approach to ingredient
formulation that it calls L.E.N.I – Lab
Engineered Natural Ingredients.
On its website and social media
accounts, the brand emphasizes that
this approach to ingredient sourcing
can help address many sustainable
concerns, including natural resource
limitations, plant species endangerment,
overconsumption and crop variability.
FIGURE 20: INSTAGRAM POST FROM MAKE BEAUTY, 2022
Source: Instagram/@makebeautyofficial, February 2022
Consumer demand for vegan
skincare continues to intensify
Consumers are seeking products that align
with their lifestyle and values, and with
vegan diets becoming increasingly more
common, some are evaluating the use of
plant-based materials in other categories,
including beauty and personal care. Per
Ingredient Trends in Beauty and Personal
Care – US, 2022, XX% of adults look for
BPC products that only use plant-based
ingredients (eg vegan), increasing to 29%
among those aged 18–44.
Consumers’ growing concerns for the
ethical treatment of animals and care for
the environment has pushed more category
players to innovate and launch vegan facial
skincare launches.
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FIGURE 21: VEGAN CLAIMS IN NEW FACIAL SKINCARE LAUNCHES, 2017–22
Source: Mintel GNPD, April 2017-March 2022
Indeed, plant-based and cruelty-free claims
are closely linked to vegan beauty which
also drive demand across the BPC space.
“When looking for a new brand or product
to try, what factors are you looking out for
(eg recommended by an influencer/expert,
brand that uses “clean” ingredients)?”
“No testing on animals, plant-based, and
won’t make my face or other skin break out
or get irritated by harsh chemicals.”
“I like to select brands that have a good
reputation and that don’t contain harmful
ingredients. I also prefer brands that don’t
do animal testing”
Looking ahead, the demand for vegan facial
skincare products will continue to grow as
consumers seek out brands that are ethical
and environmentally friendly, especially
since many view these as part of who they
are, which is further examined in the Identity
Driver through Mintel’s Morals Pillar.
Find out “what’s next” by looking at
skincare trends in APAC
The influence of the APAC region on BPC in
the US is well-known, with South Korea and
Japan being the main countries that seem
to have most influence, known as K-Beauty
and J-Beauty, respectively. According to
a Statista survey on the global popularity
of South Korean beauty products in 2021,
nearly 50% of US respondents stated that
Korean beauty products were very popular
in their country.
Reflective to their experimental approach
to the BPC in general, adults aged 18–44
are significantly less likely than average to
say that they don’t participate in skincare
trends. Younger adults’ interest in skincare
trends, such as K-beauty, signals the future
of product innovation, as they are the most
engaged and influential consumer group.
Furthermore, thanks to the influence that
K-Beauty has on key audiences in the US,
category players can get a peek behind the
curtain for what’s next by looking at skincare
trends from the APAC region.
FIGURE 22: I DON’T PARTICIPATE IN SKINCARE TRENDS, BY AGE, 2022
“Compared to one year ago, how often are you doing each of the following?”
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What’s trending in K-Beauty?
Hanbang skincare: Research shows
that Hanbang skincare is gaining traction
in the K-Beauty space. According to
The Monodist, a platform that provides
professional insights on the Korean Beauty
Industry, Hanbang skincare is a traditional
Korean skincare practice that involves the
use of herbal prescriptions and formulation
techniques based on original principles of
Traditional Korean Medicine (TKM) with
incorporation of modern science. Unlike
the US’s reactive approach to skincare
where products are often designed to treat
specific skin concerns over a short period of
time, Hanbang skincare takes a proactive
yet holistic approach, utilizing herbs and
ingredients used in TKM (eg ginseng
root, sacred lotus) to help boost the skin’s
resilience and self-recovery power. Given
the elevated focus being placed on holistic
wellness as well as K-Beauty’s influence
on key audiences, expect to see more
Hanbang-inspired skincare products enter
the US market.
• Abib offers a variety of skincare products
that feature herbs and ingredients used
in TKM. For instance, the cleanser, skin
pads and sheet mask included in the
brand’s Calming Set contain houttuynia
cordata (also known as heartleaf) – a
Hanbang ingredient that is known for
its anti-aging, anti-inflammation and
regenerative properties.
FIGURE 23: ABIB CALMING SET, 2022
Source: Instagram/@abib.official, May 2022
Freeze-dried skincare: Thanks to the
longevity and sustainable benefits it
provides, freeze-dried skincare is also
gaining traction in the K-Beauty space.
In fact, according to a Cosmetics Design
article published in January 2021, an uptick
of K-Beauty brands has recently launched
new products showcasing freeze-drive
skincare technology.
Freeze-drying skincare preserves the
potency of active ingredients and also
provides the product with a longer shelf
life, leading to less product wastage. In
an interview with New Beauty, cosmetic
chemist Kelly Dobos explains that freeze-
drying skincare is done by using a low-
temperature dehydration process.
“Freeze-drying is a sophisticated process
in which pressure and a small amount of
heat are applied after a material has cooled
below freezing so that water sublimes –
meaning it goes from a frozen solid state
to gas without melting into a liquid first.
This process preserves the qualities of the
original ingredients in their natural and raw
form. The dried ingredients are rehydrated
by mixing with water to activate just prior to
use.”
Kelly Dobos, New Beauty – “Everything
to Know About Freeze-Dried Skin Care,”
July 2021
Given consumers’ desire for sustainable
products that don’t sacrifice efficacy, freeze-
dried skincare has the potential to thrive in
the US market.
• In 2021, luxury skincare brand Saro
de Rúe announced the launch of its
Freeze-Dried Hyaluronic Acid Anti-
Aging System in the US market. The kit
contains freeze-dried hyaluronic acid
tablets as well as an activating serum to
dissolve them. According to the founder
of Saro de Rúe, the brand partnered
with a Korean pharmaceutical research
and development lab to adapt methods
proven in the medical field into the new
anti-aging skincare product.
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FIGURE 24: SARO DE RÚE FREEZE-DRIED HYALURONIC ACID ANTI-AGING
SYSTEM, 2021
Source: Instagram/@saroderue, January 2021
Cica: Centella asiatica, also known as cica,
is a potent antioxidant described to soothe
and calm skin. The soothing ingredient is
a go-to favorite in South Korea. Although
cica is not a well-known ingredient in the
US, its usage in new skincare launches
in the US increased from 2019–21, per
Mintel’s GNPD. Given the growing demand
for sensitive skin care products, cica has
potential to become an on-trend ingredient
in the US. In fact, XX% of adults consider
“gentle formula” as a primary purchase
factor when shopping for facial skincare,
underscoring market potential for cica-
infused facial skincare products in the US.
Keep up with the evolution of clean
beauty
Widespread news coverage of beauty-
related lawsuits and product recalls has
added fuel to consumers’ skepticism toward
ingredients used in BPC products. In fact,
XX% of adults aged 18–34 agree that they
research the ingredients used in BPC
products because they don’t trust brands
to only use ingredients that are safe (see
Ingredient Trends in Beauty and Personal
Care – US, 2021).
Furthermore, concern surrounding
ingredient safety is leading some consumers
to seek “clean” BPC products. In fact,
Mintel’s Clean Beauty – US, 2020 shows
that XX% of adults agree they buy clean
BPC products because they think they’re
safer than traditional products. Although
the clean beauty movement continues to
resonate with many consumers, the same
Report discusses how the term “clean”
is experiencing a moment of evolution.
Growing pushback surrounding the term
“clean” has seen some brands soften the
language they are using to promote their
products’ ingredients – not just what it’s
“free from.” While usage of the term “clean”
may wane in popularity, the pillars of clean
beauty, which are: safety (via transparency),
sustainability, inclusivity and positive impact,
will have a lasting effect and drive the
category moving forward.
Clean beauty’s backlash has already
seen some brands adjust communication
strategies. For example, previously branded
as “clean beauty,” Cocokind now identifies
itself as a “conscious beauty” brand,
aiming to provide greater transparency to
consumers.
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THE CONSUMER
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The Facial Skincare Consumer –
Fast Facts
• Nearly all facial skincare products listed experienced a boost
in usage from 2021–22, contributing to overall market growth.
Although consumers mostly stick with skincare staples, such as
cleansers and moisturizers, a notable percentage uses specialty
treatments that contain ingredients linked to efficacy (see Product
Usage).
• When shopping for facial skincare, consumers ultimately choose
a product based on efficacy, with XX% considering proven
efficacy as a primary purchase factor. Consumers are doing their
homework and expecting proof before purchase, leading to more
informed purchases (see Purchase Influencers).
• From 2021–22, the facial skincare market experienced a boost in
not only overall usage, but also in usage frequency, contributing
to overall market gains. Investing more time into skincare routines
looks different for different consumers. For instance, some
consumers are taking steps to promote skin health benefits and/
or prevent specific skin concerns (eg acne, dryness), while others
perceive their skincare routine as an act of self-care (see
Changes in Behavior).
• Despite the growing momentum around lip care products, 88%of
consumers typically spend no more than $XX on lip balm.
Incorporating ingredients and/or formats typically seen in facial
skincare products could encourage consumers to trade up to
more premium lip care offerings (see Spending Habits).
• Some consumers are recognizing they do not need to spend
excessive amounts of money to be satisfied with their routines,
with XX% agreeing that affordable brands work just as well
as premium brands. Brands with higher price points must
demonstrate value beyond cost, via purchase impact and
convenience, without sacrificing quality (see Attitudes toward
Skincare).
• Nearly all consumers have at least one facial skincare concern,
with aging and dryness being the most common. While many
consumers attempt to reconcile their skin issues by leaning on
specialty products or even professional treatments, others are
choosing to embrace the skin they are in (see Skin Concerns).
• Hydrated, smooth and younger-looking skin are the top-cited
benefits that consumers seek from their skincare routines. While
many consumers continue to seek skincare solutions that
address the multifaceted signs of aging, NPD and
communications in this space will continue to evolve as brands
respond to the growing importance placed on both inclusivity and
transparency (see Benefits Sought from Skincare Routine).
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Product Usage
Most facial skincare products see
usage gains, especially lip balm
Facial skincare remains on-trend, as nearly
all products listed experienced a boost
in usage from 2021–22, contributing to
overall market growth (see Market Size
and Forecast). Traditional products such
as moisturizer, lip balm and facial cleanser
continue to dominate usage, as they are
considered essential to facial skincare
routines.
As discussed in last year’s same-titled
Report, usage of lip balm took a hit in
2020–21 due to COVID-19, as the presence
of protective face coverings lessened the
need and desire for lip balm, leading to
declining usage. However, thanks to the
increased vaccine distribution, the wearing
of protective face coverings on a regular
basis has started to phase out, allowing
typical lip balm behaviors to shift back into
place. According to Mintel’s upcoming Color
Cosmetics – US, 2022 Report, lip cosmetics
is a particular bright spot within the color
cosmetics market, as it is expected to turn
in the strongest sales performance in 2022
when compared to other color cosmetic
segments. Furthermore, the growing
momentum around lip makeup is likely
increasing the need for lip care, contributing
to increased usage of lip balm.
FIGURE 25: USAGE OF PRODUCTS, 2021–22
“Which of the following products do you currently use at home? Please select all
that apply.”
Base: 2,000 internet users aged 18+
Source: Kantar Profiles/Mintel, March 2021–22
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FIGURE 26: TYPES OF ANTI-AGING AND ACNE TREATMENTS USED, 2022
“Which of the following types of anti-aging or acne treatments/formats do you use?
Base: 643 internet users aged 18+ who use any treatment products at home
^ = 330 internet users aged 18+ who use acne treatments at home and/or anti-aging treatments
Perceptions of increased efficacy
drives treatment usage
Although consumers mostly stick with
skincare staples, such as cleansers and
moisturizers, a notable percentage report
usage of treatments, with XX% reporting
usage of any treatment (ie anti-aging
treatments and/or acne treatments) (see
Databook – The Consumer).
When asked what types of anti-aging
or acne treatments they use, a notable
percentage of consumers report usage of
products containing exfoliating ingredients
and/or retinoids, driven by their desire for
younger and smoother-looking skin (see
Benefits Sought from Skincare Routine). In
addition, retinoids and exfoliating ingredients
such as salicylic acid and lactic acid benefit
from having an established history filled
with clinical trials and evidence to support
claims, appealing to the 51% of consumers
who consider proven efficacy as a driving
factor when shopping for facial skincare
products (see Purchase Influencers). Given
that the top-cited reason why BPC users
research ingredients is to better understand
the effectiveness of their BPC products, it is
crucial for brands to promote their usage of
ingredients linked to efficacy (see Ingredient
Trends in Beauty and Personal Care – US,
2021).
Take advantage of younger men’s
growing interest in skincare
Consistent with their elevated engagement
and investment in BPC in general, women
are more likely than men to use all facial
skincare products listed. What’s more, XX%
of women claim to use 5+ types of facial
skincare products compared to just 8%
of men, underscoring the importance of
enticing loyalty with women (see Databook
– The Consumer).
Still, men, particularly younger men, are
developing interest in this category, as
demonstrated by their more frequent usage
of products. Specifically, XX% of men aged
18–34 claim to be using skincare products
more often than they were a year ago (see
Databook – The Consumer). Educating
men on how usage of specialized products
and continued engagement in their routines
can help alleviate and prevent their skin
concerns, such as acne, oiliness or dryness,
could persuade them to expand their
product wardrobe. More than a quarter of
men report dryness and/or oiliness as a
leading skincare concern, while XX% report
acne (see Databook – The Consumer).
As discussed in Men’s Personal Care –
US, 2021, reaching and connecting with
men at a younger age is crucial, as men’s
routines/purchasing behaviors become
more established as they age, making
it challenging for brands to get into their
consideration set. Instilling the importance
of maintaining a facial skincare routine to
younger male consumers, including male
teens and tweens, could help prolong men’s
engagement in the facial skincare category,
highlighting long-term benefits for brands.
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FIGURE 27: USAGE OF SELECT FACIAL SKINCARE PRODUCTS, BY GENDER, 2022
“Which of the following products do you currently use at home? Please select all
that apply.”
Showcase the value of discretionary
items on social media
Reflective to their routine-driven approach
to BPC in general, adults aged 55+ tend
to stick with product staples (eg facial
moisturizer and facial cleanser). While
adults aged 18–34 haven’t forgone staples,
they are much more likely to supplement
their routines with alternative products such
as masks, serums and oils. In general,
adults aged 18–44 are more likely than their
older counterparts to take an experimental
approach to their BPC routines, as they’re
more likely than average to say that they’re
spending more time trying new skincare
brands and/or participating in skincare
trends (eg slugging, K-beauty) compared
to a year ago (see Databook – The
Consumer).
Nonetheless, adults aged 18–34’s
openness to try alternative products
and formats positions them as a key
opportunity for growth. Persuade this
group to add more products to their
repertoire by showcasing the value and
worth of discretionary items on social media
channels. In fact, when shopping for facial
skincare, adults aged 18–34 are more likely
than average to consider “recommended
by social media influencers” as a driving
purchase factor, revealing an abundance
of opportunities to reach this influential
group (see Purchase Influencers; Market
Opportunities and Competitive Strategies).
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FIGURE 28: USAGE OF SELECT FACIAL SKINCARE PRODUCTS, BY AGE, 2022
“Which of the following products do you currently use at home? Please select all that apply.”
Entice young adults by bringing
elements of fun into the skincare
space
Products that feature unexpected benefits
or provide “social media worthy” moment
stand out, particularly among younger,
influential consumers. XX% of adults
aged 18–24 want their BPC routine to
be fun (see Gen Z Beauty Consumer –
US, 2021). This speaks to Mintel Trend
Enjoyment Everywhere, which discusses
how consumers, particularly younger
consumers, are eager to explore, play and
embrace novel experiences, both virtually
and in the physical world. By offering fun
and playful experiences, brands can help
consumers feel joy as they recover from the
pandemic. Looking ahead, consumers will
continue to rely on brands to enable them to
escape their everyday worries, stresses and
boredom.
• Launched in March 2021, Love &
Pebble’s Beauty Pops product is
described as a superfood face mask
powder infused with papaya, banana,
turmeric and aloe vera. The product
features a fun element of the DIY
concept, as users are instructed to mix
the powder with water, freeze it into a
“pop” with the brand’s two-pop tray and
then apply it their face once it’s frozen.
According to a Beauty Independent
article published in March 2022, Love
& Pebble’s Beauty Pops went viral on
TikTok, which led to the brand selling
out twice and receiving an invitation to
appear on ABC’s “Shark Tank.”
FIGURE 29: TIKTOK POST ABOUT LOVE & PEBBLE’S BEAUTY POPS, 2022
Source: TikTok/@loveandpebble, May 2022
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Asian and Black adults drive usage
of specialty skincare products
Asian and Hispanic adults are highly
engaged and invested in the facial skincare
space, as they overindex for usage of
various specialty products, such as anti-
aging treatments, facial toner/astringent,
facial mists and serums. What’s more, Asian
and Hispanic adults are more likely than
average to use 5+ products, underscoring
the importance of enticing loyalty with these
groups (see Databook – The Consumer).
Asian consumers are generally more
involved in their routines from a younger
age and consider skin health a priority,
which is evident in the lengthy skincare
regimens originating from South Korea as
well as ingredient and format innovations
from Japan. Meanwhile, Hispanic adults’
above-average usage of specialty
products is reflected throughout most BPC
categories, as the Hispanic population
skews younger, leading to greater usage of
BPC products in general.
Despite their elevated usage of various
specialty products, both Asian and Black
adults express above-average interest
in multipurpose products (see Facial
Skincare – US, 2021). A preference toward
minimalism among the most engaged
demographics signals a shift in the market.
Whether it’s to reduce their environmental
footprint or simply to streamline routines,
some consumers are cutting down on what
they own and are seeking multipurpose
items – a theme that is shared with younger
adults (see Attitudes toward Skincare).
FIGURE 30: USAGE OF SELECT FACIAL SKINCARE PRODUCTS, BY RACE AND
HISPANIC ORIGIN, 2022
“Which of the following statements do you agree with about facial skincare?
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Purchase Influencers
FIGURE 31: PURCHASE INFLUENCERS, 2022
“What product claims/attributes are most important to you when shopping for
skincare? Please select up to five claims/attributes.”
Prove product efficacy to win BPC
users’ trust
When shopping for facial skincare,
consumers ultimately choose a product
based on efficacy, with more than half
considering proven efficacy as a primary
purchase factor. Per Mintel Trend Prove It,
consumers are doing their homework and
expecting proof before purchase, leading
to more informed purchases. In fact, XX%
of consumers claim to be researching
ingredients more often than they were a
year ago (see Changes in Behavior).
Offering tech solutions in skincare that
allow users to monitor their progress
and measure the results of their routines
is one way for brands to prove product
efficacy (see Competitive Strategies and
Market Opportunities). Mintel Trend Driver
Technology explains how consumers are
looking to find solutions through tech in
the physical and digital worlds, suggesting
that tech innovations designed to enhance
people’s ability to monitor their physical,
mental and skin health will garner strong
interest.
Address misleading claims
and avoid fearmongering
communication
The clean/natural beauty movement still
resonates with many facial skincare users,
with XX% considering “contains natural/
clean ingredients” as a driving purchase
factor. However, the recent backlash
against clean and the rise of a science-first
approach to BPC could see some
consumers re-accept ingredients that were
wrongly demonized and become more
open to brands that stray from misleading
claims typically seen in the clean beauty
space
(see Market Factors).
Over the course of the pandemic, science-
focused brands and expert influencers
entered the spotlight as consumers turned
to sources they could trust amid a time of
uncertainty. Many science-focused brands
and influencers challenge claims typically
seen in the clean and natural space (eg
chemical-free).
In April 2022, HBO Max debuted “Not
So Pretty” – a new docuseries that looks
at the alleged dangers of beauty and
personal care products. For instance, the
“Skin” episode claims that infertility can
be a result of endocrine disruptors found
in certain skincare products. Throughout
the docuseries, viewers are encouraged
to download clean beauty apps that notify
users if a product contains ingredients
deemed unsafe (eg Detox Me or Clearya).
According to a Glossy article published
in May 2022, the hashtag #notsopretty
has since spawned 19.6 million views on
TikTok. Many of these TikTok posts show
people throwing away heaps of makeup and
skincare products that the recommended
apps consider unsafe. Despite the impact
that Not So Pretty has had on many of
its viewers, some expert influencers (eg
cosmetic chemists) are calling out claims
made in the docuseries that they consider
misleading and/or inaccurate.
• The Eco Well is described as
a knowledge-sharing, science
communication platform that is dedicated
to making accurate information about
the BPC industry more accessible to
everyone. In an episode of The Eco
Well’s podcast, cosmetic chemist
and founder of The Eco Well, Jen
Novakovich, and cosmetic scientists
Michelle Wong, Lalita Iyer and Esther
Olu challenge claims mentioned in Not
So Pretty and call out the docuseries
for not sharing input from relevant
scientists, such as cosmetic chemists or
toxicologists working in cosmetic safety.
• Similarly, in a TikTok post, LA-based
cosmetic chemist Javon Ford, who
currently has more than 217K followers
on TikTok, explains that although more
regulations are needed in the BPC
industry, consumers should not feel like
they have to throw out their makeup after
watching “Not So Pretty”. Ford also calls
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37
out the docuseries for not mentioning
the data from the FDA’s recent testing
of talc-containing cosmetic products
for asbestos. According to the 2021
FDA survey, 50 talc-containing makeup
products from 33 brands were tested,
and no asbestos were detected in any of
them.
FIGURE 32: INSTAGRAM POST FROM THE ECO WELL AND TIKTOK POST FROM
JAVON FORD, 2022
Source: Instagram/@theecowell, April 2022 and TikTok/@javonford16, April 2022
As science-backed claims become more
commonplace in the BPC industry,
validating will become increasingly
required in order to justify product
positioning. In addition, as more science-
based brands and expert influencers
address misleading claims typically seen
in the clean beauty space, expect some
consumers to lose interest in “clean”
products and reconsider ingredients they’ve
avoided due to misleading free-from claims.
In fact, XX% of BPC users don’t trust
ingredient/product claims unless they’re
proven by science (see Ingredient Trends in
Beauty and Personal Care – US, 2021).
To build trust with consumers, Mintel
recommends moving communication
strategies away from language that could
be perceived as fear mongering. Instead,
be transparent with consumers and offer
proof of efficacy and safety. This aligns
with Mintel Trend Prove It, which states
that more consumers will expect brands
to provide detailed information regarding
ingredient sourcing and the production
process to ensure products are safe
and healthy. Brands that demonstrate
their dependability, transparency and
willingness to take action to ensure
product safety will garner consumer
trust.
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