gci

Current Issue cover

Study: UK Consumers Embrace Minimal Skin Care

Contact Author
Close
Fill out my online form.

Consumers in the United Kingdom are looking for a simplified skin care routine.

Prestige skin care sales in the United Kingdom declined 23% in 2020 as consumers began to adopt the trend of skinimalism, according to The NPD Group.

Related: SkinStore Releases Analysis of U.S. Skin Care

The total prestige skin care market was valued at £295 million in 2020 with the following sales trends:

  • prestige face cream declining 20%

  • prestige face cleansers declining 17%

  • facial exfoliators declining 3%  

In 2020 facial cleansers reported more value sales than eye treatments, which were previously (in 2018 and 2019) the third largest sub-segment in value, reinforcing the trend for a minimal skin care routine.

However, sales of anti-acne serums increased by 51% in value as mask wearing created new needs.

Emma Fishwick, account manager, NPD UK Beauty, explains: “Face cream, facial cleanser and facial exfoliators are the three sub-segments where consumers have gone back to basics whilst some ‘additional steps’ such as eye treatments and masks have declined in importance in  face skincare as consumers have ‘skinimised’ what products they’re using.”

Fishwick added, “As the pandemic hit, our skincare routine remained consistent when the country went into lockdown. However, consumer confidence has been hit, and people are more reluctant to spend. At the same time consumers focus sustainability also means that Skinimalism has become very topical. Beauty buyers seem to be purchasing less products, and the products that they are opting for are more targeted."