Prestige skin care grew about 14% in 2023, compared to about 11% in the mass categorya, per Circana data presented at a recent CEW trend event.
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Prestige skin care grew about 14% in 2023, compared to about 11% in the mass categorya, per Circana data presented at a recent CEW trend event.
Skin care was the fastest-growing category in prestige beauty based on units sold, according to the firm. Skin care was also one of only two mass sectors that grew based on unit sales (the other was makeup).
Given such high performance, what can we expect from the sector in 2024 and beyond? Two key trends are among the most innovation-rich sectors: pro-aging across age ranges and sensitive skin solutions.
Before we get to that, let’s review the category dynamics coming into this year.
2023 Skin Care Trends Decoded
Top prestige skin care performers in 2023 included face serums and creams, body sprays, body lotions and creams, and body cleansers, per Circana.
The top five skin care brands by dollar volume were mass. The top mass launch was Olay’s Cleansing & Nourishing Body Wash.
Meanwhile, “dermification” of skin care is fully underway, according to Circana data.
The U.S. derm skin care sector, which is valued at about $4.9 billion, is dominated by mass brands. In fact, the two leading brands in the space are accessible: CeraVe and Cetaphil.
That said, mass and prestige derm brands both jumped 14% year-over-year in 2023; the top five performing derm brands reportedly represent 72% of the total derm sector, a notable level of consolidation.
Meanwhile, derm skin care searches spiked 27% in 2023, while doctor-/dermatologist-backed skin care searches jumped 58%, according to Google and Spateb data presented at the same CEW event.
In the pro beauty space, Gen Z has the highest engagement with prejuvenation treatments, including Botox, dermal fillers, enzyme peels, etc., per Circana. Interest, however, is highest among those age 35+.
Meanwhile, NIQ data has found that U.S. consumers are searching for specific ingredients at point of purchase. The firm noted big growth in queries for salicylic acid, niacinamide, retinol and hyaluronic acid, signaling the importance of including ingredient names either in product names or at least in prominent sections of product pages.
Looking ahead, Spate data shows that top-trending U.S. online searches in skin care claims include SPF, advanced, oil-free and balancing.
Top-searched ingredients included vitamin C, hyaluronic acid and tretinoin, indicating that category standbys, rather than novel materials, are most popular.
Now, let’s dig into the dynamics driving pro-aging and sensitive skin product claims.
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Footnotes
aSome data cited was originally presented at the annual CEW state of beauty event; other data originated directly from Circana; https://cew.org/event/state-of-the-beauty-industry-report-2024/; www.circana.com/intelligence/category/blog/
bwww.spate.nyc/reports
