Skin care trends 2022 and beyond see underarm, bedtime and concentrates take spotlight says WGSN

The global skin care market pulled in €125bn ($140.9bn) in 2020, according to Global Newswire data presented in WGSN’s Intelligence: Future of Skincare 2024​ report – a figure that aligned well with Euromonitor International’s prediction it was set to grow and hit €152bn in sales by 2025.​

Trend forecaster WGSN said skin care had been “a pandemic bright spot​” for the beauty industry in its report, noting the category had been “galvanised by the challenges”.

So, what exactly was in store for this brimming post-pandemic space?

“The skin care category thrived during the pandemic even as other beauty segments faltered. As we head into 2024, this will continue, supercharged by brands that address differing skin care needs honestly by ethnicity, gender and age and through products reflecting post-pandemic lifestyles,”​ wrote Clare Varga, head of beauty at WGSN, in the report.

Consumer desire for “safety, self-care and convenience”​ would prevail, Varga said.

‘Highly concentrated hero products’

Within this, she said shoppers would increasingly look for claims with proven ingredients which would drive interest and engagement with “highly concentrated hero products”​.

Skin care offerings made with blends of potent actives with proven efficacy would surge in popularity, she said, as consumers continued to minimise the number of products they used daily and looked to avoid “mistake purchases”.

For brands looking to tap into this opportunity, Varga said investments had to be made in proving the products worked. “Single hero products’ concentrated nature means higher prices, so evidencing efficacy is vital,”​ she said.

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