While the beauty industry continues to boom, with nearly $650 billion in 2024, according to Statista, the skincare vertical doesn't lag behind and is expected to reach $189.3 billion in 2025. The trends that are shaping consumers' behavior and preferences in this niche can become guiding stars for businesses, influencing their strategies and helping multiply their revenue. So, let's explore how skin cycling can increase the average cart size and how personalized skin care products can boost conversion rates.
Personalized Skin Care
With 76% of shoppers expecting brands to personalize their customer journey, personalization remains one of the biggest skin care trends. We can distinguish several types of tailored skin care experiences, depending on the implementation complexity.
The pro level of personalization for cosmetics producers includes manufacturing skincare products based on individual needs. This is a costly process, requiring certified dermatologists, skincare experts, and an on-site chemical lab. However, if a brand finds something to capture its target audience and adds a few more trends from our list into the production process, it can become its thing.
Retailers and e-commerce businesses, however, have a simpler solution to personalize their customer's experience. While some brands add a quiz with typical skin concerns to offer suitable skincare products, others leverage more hardcore options with advanced technology.
Solutions like TINT from Banuba can become a life-changer for personalized product recommendations and serve as an additional touchpoint for customer interactions. Armed with machine learning, AI, and Big Data, this skin analyzer with a virtual try-on feature scans and processes an individual's face, utilizing over 200 parameters to evaluate the derm condition and skin type. After identifying the weak points, TINT will provide tailored recommendations to combat every skin concern. Let's say it will offer retinol-based items for the signs of aging, caffeine eye cream for dark circles, and anti-inflammatory products for treating acne.
The magic doesn't stop here. TINT allows customers to see the expected effect after using a certain product via the virtual try-on. The interaction with the AR technology can increase the conversion rate by 90%. It's also a great channel for up- and cross-selling.
Any e-commerce and even the brick-and-mortar store can integrate TINT on any device — smartphones, computers, tablets, and even in-store smart mirrors. Users, in turn, can upload pictures from their gallery or give access to the camera in real-time mode. And just like that, with a swish of a magic wand, this versatile solution offers a selection of personalized items in the palm of your hand.
Skin Barrier Health — Hyaluronic acid, Ceramides, and Squalane
The notion of a skin barrier went viral during the pandemic. As people stressed about hygiene and were locked in their homes, they paid more attention to cleansing the skin, often using products based on salicylic acid or other acids during each cleansing session. The aggressive cleansing routine led to irritated and dry skin with breakouts. Eventually, the #skinbarrier on TikTok gained over 302 million views, and it keeps growing on all social media platforms.
People started searching for remedies and hydrating ingredients to improve their skin texture and cure the healthy barrier. Products based on hyaluronic acid and other components that would lead to intense hydration became popular.
So, how can businesses leverage this trend? A Canadian makeup brand, The Ordinary, released a new serum for restoring the barrier and getting glowing skin. In addition, they made it pink, which was definitely one of the trendiest colors due to the Barbie movie released in 2023. The item became a bestseller, getting a 4.5 rating on the official website in less than two months.
Retailers, in turn, can add special search filters on their websites to simplify the search process.
Gentle Exfoliation to Remove Dead Skin Cells
Given the previous trend, it's not hard to guess that consumers no longer want to overuse cleansers. For those with sensitive skin, 2024 will bring a renewed focus on gentle exfoliation techniques to remove dead skin cells. Special acids will play a key role in this trend, offering effective yet mild solutions for making the skin soft and supple.
Products incorporating carefully formulated exfoliating acids will cater to individuals with sensitive skin, providing the benefits of exfoliation without causing irritation. This trend aligns with the growing understanding that exfoliation is a crucial step in any skincare routine, regardless of skin type.
Dominance of Dermatology
The influence of dermatology is among other booming skincare trends. People with skin problems are increasingly seeking professional help from a board certified doctor. When not available, they resort to social media content or skincare products with the dermatologist-approved tag. Instead of choosing more cheaper items from the mass market, they would rather get a more medical-oriented cure to treat acne.
So, how can brands leverage this trend? Offering AI-based product recommendations and quizzes or providing a consultation with a dermatologist seems like a great option to target this audience segment.
Optimal Skin Health
The pursuit of optimal skin health goes beyond topical solutions. In 2024, the focus will extend to skincare supplements and holistic skincare routines that address overall health, including mental well-being. As consumers have become more self-conscious and picky due to the multiple information sources, they see a strong connection between their lifestyle, habits, and their appearance. Since Covid-19, when people have had more time to learn about their health, 22% of women have changed their skincare routine.
A comprehensive skincare routine will involve not only external products but also internal support through supplements. This holistic approach recognizes the interconnectedness of a healthy derm with overall well-being, acknowledging the health benefits of a balanced lifestyle.
Understanding Skincare Ingredients
Knowledge is power, especially in the world of skincare. Understanding the role of various ingredients is among the skin care trends that will continue to gain momentum in 2024. The terms ingredient-led beauty and skintellectuals appeared due to the diversity of educational content on social media and the trend for clean and natural beauty. Yet again, the Covid-19 pandemic pushed people to make more conscious purchasing decisions. In 2022, almost 70% of Millenials and 50% of Gen Z looked for specific active ingredients when purchasing beauty products.
With free ingredient analyzers available in app stores and online, customers don't need a board certified dermatologist to find a clean product with a promising effect for all skin types. They target products with hyaluronic acid for more hydration; they know that glycolic acid, salicylic acid, and alpha hydroxy acid will help combat acne scars; they choose vitamin C and retinoids for anti-aging effects, azelaic acid for treating clogged pores, and copper peptides to stimulate collagen production. TikTok and Instagram reels only add more lifehacks and tips on combining these ingredients for better results.
Retailers can help skintellectuals by providing them with more search filters and personalized recommendations.
Skin Care Inclusion
Rihanna has already revolutionized inclusivity in makeup by introducing the largest color range of foundations for all skin tones. But what about self-care?
You can already see the inclusivity trend continuing to grow. Skincare brands are launching so-called hormonal skincare, but it has nothing to do with hormones among the active ingredients. Cosmetics manufacturers have started to segment their products for narrower target audiences, offering not a one-fit-all solution but more targeted products suitable for different hormonal conditions. Thus, now on the shelves, you can find products for menopausal skin that will influence collagen production and have an anti aging effect.
Periodic skincare is another new trend. Women are offered products for each week of their cycle to suit hormonal variations.
Men skincare is another growing segment, where an average American male spends nearly $3.000 per year on self-care products.
Makeup and Skincare Hybrids
Skincare makeup hybrids are a combination of skincare and makeup products. Some of the greatest examples are tinted moisturizers, serums, and BB and CC creams. They have nourishing and curing properties that enhance the skin tone and give a dewy glow.
Their main goal is to emphasize the skin's natural beauty with minimal masking of imperfections and create a no-makeup look.
Home-Based Skin Care
Covid-19 and the lockdown forced people to learn how to care for themselves and create a skincare routine without salon procedures. Cosmetics manufacturers have picked up on this trend and created products that every user can apply at home. These simple rituals are cost- and time-effective, and according to Mintel, consumers opt to choose functional and effective solutions without sky-high tags. Carboxytherapy, alginate masks, and peelings offer in-home salon experience and results.
In the quest for effective skincare, the principle of 'less is more' will be embraced in 2024. The trend of skinimalism advocates for an effective skincare routine with minimal products.
This approach emphasizes quality over quantity, with individuals opting for products that deliver results without overwhelming the skin. The focus on simplicity reflects a shift towards a more mindful and intentional approach to skincare, streamlining routines for optimal effectiveness.
Beyond skincare products, 2024 will witness a surge in interest in facial fitness. The Gua Sha tool, face yoga, rollers, face building, hand massage, and lymphatic drainage will gain more popularity for their ability to promote vitality and anti-aging effects. The #facefitness on TikTok has over 341 million views and keeps growing.
Incorporating facial exercises into skincare routines will become a holistic approach to maintaining youthful skin. The understanding that facial muscles, like any other muscles in the body, benefit from regular exercise will drive the adoption of facial fitness as an integral part of skincare.
Advanced Sun Protection
Protecting delicate skin from the harmful effects of the sun will be a non-negotiable aspect of skincare in 2024. The emphasis on advanced sun protection will extend beyond traditional measures, incorporating ingredients like vitamin C, known for its antioxidant properties.
The awareness of sun damage and its long-term effects on the skin will lead to a proactive approach to sun protection. Products that offer both UVA and UVB protection, coupled with antioxidant benefits, will be sought after for their role in preventing premature aging and maintaining healthy skin.
Skin cycling is a skincare regimen that incorporates the use of different active ingredients on different days of the week, with a few days eliminating active ingredients entirely and instead focusing on hydration, moisturizing, and rebalancing. Skin-splitting skincare was inspired by the principles of a training program where you alternate the types of exercises and muscle groups targeted each day, followed by rest and recovery days to improve results.
Prevention of Skin Concerns
Prevention will take center stage in 2024 as individuals prioritize maintaining healthy skin. Rather than waiting for concerns to arise, consumers will adopt proactive measures to prevent issues before they manifest.
This preventive approach involves a combination of skincare practices, lifestyle choices, and effective sun protection. By focusing on maintaining a healthy skin barrier and addressing concerns before they become prominent, individuals can enjoy long-term derm health and vitality.
The beauty industry will continue its commitment to environmental damage mitigation through sustainable practices. Consumers will increasingly prioritize products and brands that embrace eco-friendly packaging, ethical sourcing, and reduced environmental impact.
The shift towards sustainable beauty reflects a growing awareness of the industry's ecological footprint. From recyclable packaging to cruelty-free formulations, brands that align with environmentally conscious values will resonate with consumers seeking to make mindful choices in their skincare routines.
Skincare trends of 2024 promise a dynamic and diverse landscape, catering to individual needs, embracing inclusivity, and aligning with their preferences. Judging by the trends, we can highlight that individuality and personalization cover all the aspects of skincare. Building a development and marketing strategy based on this data and implementing modern technologies will help businesses stay one step ahead of the competition.