Skin Care in the US

PROSPECTS

Growth accelerates as priorities shift to skin health

Skin care benefited from the deceleration of colour cosmetics in the US after years of hyper-consumption, as consumers shifted to skin care to achieve their health and wellness goals. Higher than anticipated growth was seen in 2018, mainly driven by double-digit growth in face masks, toners, basic moisturisers and liquid/cream/gel/bar cleansers.

Renewed interest in body care as the skin health narrative resonates

Body care benefited from the boost to skin care and the growing narrative of skin health. General purpose body care experienced a notable increase in demand in 2018, characterised by the emergence of new formats.

Toners is forecast growth amidst growing awareness of skin care routines

Although toners accounts for only a small share of sales in skin care, the category experienced notable growth in 2018 in both the mass and premium segments. The popularity of Korean skin care routines contributed to US consumers gaining a better understanding of toners as a key step in balancing and preparing the skin for moisture absorption.

COMPETITIVE LANDSCAPE

Companies aim to attract millennials and expand internationally

Skin care is expected to continue to grow strongly in the forecast period, benefiting from the consumer shift from colour cosmetics to skin care. Several players have announced mergers and acquisitions.

The crossover between beauty and consumer health

As consumers more closely link health and beauty, companies are responding by investing in adjacent spaces. For example, Avon’s launch of Espira beauty supplements, indie skin care brand Well Within’s 2018 launch of supplements, Puracy’s launch of vitamins and dietary supplements, and premium brand RMS Beauty’s launch of probiotic and digestive supplements demonstrates consumers’ willingness to include a beauty-positioned supplement in their beauty routine.

The growth of dermocosmetics

Dermocosmetics became an area of focus amongst skin care players in 2018. The growing demand for dermocosmetics highlights the overarching wellness theme – US consumers are increasingly drawn to skin care products that go beyond traditional skin care and into prevention and personalisation.

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