Throughout 2024, skin care defied beauty’s overarching prestige wave; according to Circana figuresa, U.S. prestige skin care sales grew just 3% in the first nine months of 2024, while mass grew 2%. The fastest-growing sector was actually masstige, or mid-range products, which grew six times faster than prestige.
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Throughout 2024, skin care defied beauty’s overarching prestige wave; according to Circana figuresa, U.S. prestige skin care sales grew just 3% in the first nine months of 2024, while mass grew 2%. The fastest-growing sector was actually masstige, or mid-range products, which grew six times faster than prestige.
This data points to a perception among consumers that there is insufficient distinctive innovation in the prestige space to justify the price tag; yet, as evidenced by masstige’s strength, there is a clear desire to trade up from mass skin care.
(This trend line ironically comes at a moment when skin care concepts are driving prestige innovation and sales for scalp and hair care, hybrid makeup, and body care.)
Jeffrey Martin, director of marketing, FP Labs, says, “At FP Labs we know that the beauty and personal care market has had a bumpy ride in 2024. We have seen inflationary pressures and regulatory mandates stress brand owners, large and small, across the industry. We know that as financial belts tighten, the opportunities to develop clever and innovative new products decrease.”
How can brands of every price point innovate to break through the category’s malaise? Here, Global Cosmetic Industry breaks down the top innovation targets for product development and marketing strategies in skin care.
Longevity Reshapes the Anti-aging Agenda
Skin longevity concepts boomed in 2024, turning up in both ingredient and product launches.
This includes biotech firm Debut’s Deinde (Latin for "next, then, thereafter"), a consumer skin care brand that targets inflammaging and boosts skin longevity, as well as Estée Lauder's cross-disciplinary group of longevity experts focused on educating consumers to “rethink how they approach skin care and lifestyle” to shift from an anti-aging mindset to an age reversal focus.
Elsewhere, Mibelle Biochemistry's RejuveNAD technology, launched in late 2023, naturally stimulates the endogenous regeneration of NAD+ by activating the enzyme NAMPT, thereby making the skin appear as much as eight years younger.
Per Euromonitor data, launches with NAD+ claims, which are associated with skin and overall longevity, rose from roughly 100 in 2022 to nearly 500 in 2024 (as of August 2024).
Investments have followed the excitement around longevity.
In November 2024, the longevity-focused skin care OneSkin closed a series A investment round, led by Selva Ventures, as well as PLUS Capital, Unilever Ventures, Able Partners, and former investors SOSV and Meta Planet, bringing the brand's total funding to $20 million.
And, in January 2024, Swiss biotech health, aging and longevity company Timeline raised CHF 56 million ($66 million) in series D financing, including strategic investments from L’Oréal and Nestlé. The investment interest centered on Timeline's proprietary technology, Mitopure, which "unlocks a precise dose of the rare urolithin A molecule and promotes healthy aging."
The momentum toward longevity concepts is clear, though which ingredients will win the race remains unclear. Bhushan Dhumal, media relations team, Transparency Market Research, tells Global Cosmetic Industry, “While the anti-aging skin care market is thriving, it’s not without challenges," as outlined below.
Intense Competition
The market is crowded, with both established brands and new players vying for attention. To stand out, brands must emphasize quality, innovation, and a unique value proposition.
Skepticism Around Claims
Consumers are wary of exaggerated claims and false promises. Transparent communication and evidence-based marketing can help build credibility.
Regulatory Hurdles
Bhushan Dhumal, media relations team, Transparency Market Research.Transparency Market Research
Economic Uncertainty
Economic downturns can impact consumer spending on non-essential items, including premium skin care. Offering affordable options without compromising quality can address this challenge.
The Future of Anti-aging Skin Care
The future of the anti-aging skin care market looks promising. As technology advances, we can expect even more innovative products that target aging at a deeper level.”
Medical-ization of Skin Care
The medicalization of beauty continues to create a feedback loop between the health and beauty worlds. StriVectin launched the TL Peptight Face Lift Serum ($89), the latest addition to its Tighten & Lift line, at Ulta Beauty, offering consumers a solution for visibly tightening, toning and contouring the face and jawline.
This "face lift in a bottle" was specifically formulated for peri-menopausal, menopausal and post-menopausal skin to significantly boost firmness, elasticity, and the appearance of sagging and dark spots, per the brand.
The launch is in line with a wider medical aesthetic-beauty cross pollination of product innovation.
Medik8's newest launch, Liquid Peptides Advanced MP serum ($92, 30 ml), also leans into the medicalization movement. Specifically, the brand leverages a combination of bioengineered Dual MiniProteins that mimic neurtoxin treatments to smooth and firm the skin.
In fact, the serum is "clinically proven to reduce the appearance of expression lines in as little as 10 minutes, with 100% of participants reporting visible improvement."
The Dual MiniProteins reportedly "act like a perfectly shaped ‘key’ crafted to fit into the ‘locks’ of cell receptors responsible for producing collagen, elastin and hyaluronic acid within the skin," in effect mimicking the aforementioned neurotoxin aesthetic treatments.
The formulation's Growth Factor MiniProtein is said to help boost the skin’s collagen, elastin and hyaluronic acid levels for firmer, healthier-looking skin.
Beta-Glucan Ingredient Technologies
Lancôme's Génifique Ultimate reportedly helps "accelerate skin surface renewal, strengthen and repair skin’s moisture barrier, soothe skin, provide antioxidant support, help improve firmness and help reduce the appearance of wrinkles," per the brand, helping "reverse visible signs of skin damage in 1 week."Lancôme
The ingredient reportedly retains the skin's moist environment in wound dressings, thereby accelerating skin surface renewal and strengthening and repair of its moisture barrier.
Mibelle Biochemistry also manufactures a beta-glucan technology, CM-Glucan Forte, using baker's yeast. The supplier's magnesium carboxymethyl beta-glucan is claimed to rebalance the immune system of the skin, soothe irritations and strengthen the skin barrier.
As previously reported, beauty inspired by medical aesthetics fuels shoppers’ demands for efficacy, precision and, in some cases, preventive care over reactive care.
Mintel notes in its 2025 consumer trend reportb, "The norms around health and beauty will see a notable shift. The use of weight-loss drugs and cosmetic surgery will become normalized. As a result, aspirations about looks and well-being will evolve.”
The industry can expect to see rising popularity for lasers, peptide-based formulas, and Botox-like treatments among consumers of all ages, as well as increased openness about the use of such services.
This trend will also escalate the deployment of aesthetic-grade ingredients in beauty “to deliver clinical-level results and foster consumer loyalty,” per Mintel.
Harnessing K-beauty’s 2nd Boom
K-beauty remains a key player in the global skin care market. Known for their innovation in multi-step routines and groundbreaking ingredients (like snail mucin and ceramides), Korean beauty products have set remarkable trends globally.
L'Oréal’s acquisition of Dr.G underscores the enduring influence of K-beauty. Samuel du Retail affirms this by sharing, “Dr.G is a well-known brand founded by a Korean dermatologist...rooted in his vision that everyone deserves healthy skin.”
Products inspired by K-beauty trends, such as cushion foundations and essence mists, are now staples worldwide, proving that Korean innovation continues to shape consumer preferences.AdobeStock by Ilshat
"In 2022, it [the global K-beauty market] was valued at approximately $91.99 billion," per Landing, "with North America contributing around $3.8 billion." Furthermore, the reportc notes, "The U.S. market is expected to grow significantly, with forecasts predicting it will surpass $9.9 billion by 2032."
The boom has led to strong growth for K-beauty brands in the U.S. market, including Rael, Ma:nyo and Beauty of Joseon.
Samuel du Retail, president of L'Oréal Korea, said, "Following the successful acquisition of 3CE, we are glad to welcome a second Korean brand into L'Oréal and contribute to bringing the best of Korean beauty to the world. Dr.G is a well-known brand founded by a Korean dermatologist, rooted in his vision that everyone deserves healthy skin. Having Dr.G brand and Gowoonsesang talented teams with us will further strengthen L'Oréal engagement with the Korean beauty ecosystem and allow us to expand the reach of K-beauty globally."
A 2025 trend analysis from Spated points to K-beauty’s influence in consumer search trends in the United States. Per the company, milky toners are expected to be a top grower based on Google search volume in 2024: “[T]he growth in searches for Korean sunscreen and its very high volume indicates this trend’s high potential,” Spate’s report explains, adding that “this trend refers to the concept of the Korean sunscreen—and associated characteristics—rather than specific Korean brands…”
Key concerns associated with Korean sunscreen queries include oily, sensitive and acne-prone skin. Interest in the category includes unique formats, such as sprays, mists and sticks.
Other top search trends include snail serums, a K-beauty standard-bearer typified by mucin content. Top brands associated with these searches include K-beauty leading lights, such as CosRX and Sulwhasoo, as well as Peach & Lily, which played a major role in K-beauty’s popularity in the United States over the last decade.
As these trends show, skin care brands of any region can benefit by leveraging the ingredients, claims, formats and pricing that make K-beauty so alluring to U.S. shoppers.
The Rise of Customizable Skin Care
Gone are the days of one-size-fits-all. Customizable skin care is on the rise, with brands like MixNature and Function of Beauty allowing customers to choose active ingredients based on their individual concerns.
A survey by Accenturee found 91% of consumers are more likely to shop with brands that recognize and cater to their unique needs. This growing demand for tailored solutions is pushing companies to use AI integrations and expert consultations for personalized formulations.
Skinimalism: Fewer, Better
A recent report from NielsenIQf reveals a growing trend in the beauty sector, skinimalism, a move toward simplifying skin care routines and opting for fewer, higher quality products. This trend aligns with the emerging concept of de-consumption, valuing quality over quantity, and awareness over impulse buying.
Data from the NielsenIQ report suggests that brands should focus on less commonly used products and instead, promote a regimen within core product types.AdobeStock by blackday
Despite these changes, the facial skin care market remains robust, registering a revenue growth of 8.2% and an increase of 2.3% in households purchasing skin care products. Consumers are not reducing their engagement with the skin care category, but refining their purchasing behavior. They're shifting away from less commonly used products towards core product types, contributing to growth in the facial skin care market.
The top four most commonly purchased product types among facial care households include:
- General/multipurpose cleansers
- Day moisturizer
- Facial cleansing wipes
- Facial treatments
Meanwhile, pandemic-induced changes in consumer behavior are impacting less commonly used products like facial skin appliances, cleansing masks, and exfoliators/scrubs, leading to a decline in their sales.
According to the report, most skin care consumers, around 75%, buy three or fewer different product types, and 97% buy six or fewer, a trend stable over the past three years. The report suggests brands should focus on less commonly used products, and instead promote a regimen within core product types, and highlight product quality and emerging ingredients within these types.
The report concludes that while skinimalism promotes fewer products, consumers are not minimizing their category engagement, but rather focusing on core, quality products, leading to increased category spending. The trend indicates a more mindful and quality-oriented approach to skin care, potentially impacting future beauty industry strategies.
Unique Formats
According to Spate’s 2025 Beauty Trends Report, “Textures are also taking center stage in beauty routines. Jelly-like products, collagen patches, and milky-texture toners, are gaining traction for their sensorial appeal and proven results. These innovations highlight a growing demand for products that deliver satisfying user experiences alongside visible benefits. From peel-off lip stains to silky body lotions, texture is becoming a key driver of consumer interest.”
Brands can capitalize on this growing trend by developing targeted products specifically designed for popular skin concerns. This approach should prioritize the critical elements of texture, formula, and application techniques, ensuring optimal performance and consumer satisfaction.
Hydrafence was designed to provide 120 hours of consistent hydration, while strengthening the skin's barrier and accelerating recovery, per Provital.AdobeStock by Beton Studio
Revolutionizing Skin Care with Hydration and Eco-Friendly Solutions
Nina Esposito, marketing director at Provital, discusses how Hydrafence contributes to new standards in skin care hydration: "Hydrafence provides consistent, long-lasting moisture while supporting the skin's natural barrier. It combines scientific research with natural innovation to deliver up to 120 hours of hydration."
Hydrafence uses a hydrocolloid matrix derived from rice amylopectin to promote healthy skin. Esposito notes, "It is designed to prioritize hydration performance and innovation."
The Role of Innovative Delivery Systems in Enhancing Consumer Experience
Innovative delivery systems, such as slow-release actives, influence consumer expectations and satisfaction in the beauty industry. According to Esposito, these systems provide targeted, long-lasting benefits that enhance skin care efficacy.
"They aim to deliver more sustained results, which leads to improved customer retention," she states.
Consumers are increasingly favoring products that offer extended effects, and are often willing to invest in such solutions. Esposito highlights Hydrafence as an example of this trend, stating that its hydrocolloid matrix offers extended hydration and smoother skin texture over several days.
Factors Driving the Demand for Sustainable Skin Care
Sustainability has become a significant focus in the skin care industry, driven by consumer demand for environmentally friendly and transparent products. Esposito identifies key preferences among millennials and Gen Z, including natural ingredients, eco-friendly packaging, and clear labeling.
Sustainability efforts also extend beyond reducing environmental impact. Esposito mentions biotechnology as an important tool for developing eco-friendly actives and achieving certifications such as cruelty-free and organic. At Provital, this effort is reflected in their Triplobiome Technology, which integrates biotechnology with sustainability in product development.
The Importance of Sustainable Practices for Skin Care Brands
Sustainability has shifted from being an optional practice to a critical component of business strategy for skin care brands.
"Consumers today value transparency, ethical practices, and environmental responsibility," Esposito points out.
She emphasizes that sustainable practices can lead to reduced waste, cost savings, and improved operational efficiency, all of which contribute to long-term brand viability.
Esposito concludes, "By adopting sustainable practices, brands can align with consumer expectations while contributing to a more sustainable beauty industry."
Evolving Skin Care Trends: Top Product Claims & Concerns
At the same time, terms like “plump” and “glowy” underline the continued consumer pursuit of radiant, hydrated skin. The desire for a dewy, healthy complexion remains a dominant trend, driving interest in skin care products that enhance hydration and visibly improve skin texture. Additionally, the increasing popularity of searches related to “pore control” highlights a focus on achieving smooth, even-toned skin with minimized pores—qualities that contribute to a refined and flawless appearance.
This evolving consumer behavior underscores the demand for skin care solutions that are both gentle and effective, delivering visible, real-world results while maintaining skin health. For brands, aligning with these preferences offers a strategic advantage. By recognizing and adapting to these emerging trends, companies can better connect with health-conscious and informed consumers.
Search Trends Reveal Top Consumer Skin Concerns
A key demand in the market is for skin care products that repair the skin barrier while hydrating dry, acne-prone skin. Many are also looking for effective treatments for dry lips, a persistent concern tied to both environmental factors and skincare routines. Additionally, Spate Trend Data shows a notable rise in interest in sebum-controlling and acne-safe products, which are specifically designed to prevent breakouts without compromising the skin's health.
Another significant shift is the growing attention to aging-related concerns. As skin care evolves, mature skin solutions are becoming a priority for consumers looking to address fine lines, wrinkles, and overall skin elasticity. These trends underscore the importance of products that are not only targeted, but also versatile, offering solutions for multiple concerns while maintaining a gentle, effective approach.
As the skin care industry continues to adapt to these evolving needs, companies that cater to this demand for multi-functional, science-backed products will thrive in 2025.
FOOTNOTES
awww.circana.com/intelligence/category/blog/
bhttps://www.mintel.com/insights/consumer-research/global-consumer-trends/
chttps://welcome.landinginternational.com/second-wave-of-k-beauty-report
dhttps://www.spate.nyc/2025-predicted-beauty-trends
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