Dermocosmetics benefited from COVID-19-induced consumer desire for safety, transparency and science. Active consumer digital engagement and strong e-commerce presence are key pillars that help sustain growth. Genderless positioning and emphasis on consumer education set it apart from other beauty and personal care categories, while notable launches in prebiotics and post-biotics underscore the potential of the microbiome segment.
As more consumers globally seek a “back to basics” approach in beauty that relies on scientific claims and underscores healthy living trends, dermocosmetics experienced notable growth, due to its association with safety, efficacy and transparency.
Since dermocosmetics is linked with health rather than with beauty, the segment is positioned as genderless and leads with consumer education and science-backed claims, giving brands a larger pool of potential users. Dermocosmetic users tend to be younger, digitally-savvy, have premium preferences and have extensive routines. Different target audiences present different challenges and opportunities for dermocosmetics players.
Although premium dermocosmetics accounts for a larger share than mass dermocosmetics, the mass segment grew faster than premium in 2020. Mass dermocosmetic brands are demonstrating high efficacy through formula and technology, putting pressure on premium dermocosmetic brands to justify higher prices through quality or other services.
Clean beauty, therapeutic/herbal, traditional Chinese medicine, doctor-founded brands in the premium space, and microbiome overlap with dermocosmetics consumers' demand for "safer" solutions.
2020 and 2021 were met with a wave of supply and demand for digital health solutions. Dermocosmetics players were able to capitalise on virtual consultations, telehealth visits, health apps and diagnostic tracking devices, and even personalisation capabilities (through product recommendations or skin consultations), which all help to strengthen the segment's science-backing positioning and credibility.
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