Facial skin care sales experience surge

Heightened hygiene and more time spent at home during recent months have helped to boost British women's interest in facial skin care, according to the latest research from Mintel.

The data found that cleansers are proving particularly in demand. Over the last year, face wash usage rose from 50% in 2019 to 55% in 2020. There's also been an increased use of micellar water (from 25% to 29%) and toner (from 25% to 31%).

Despite the usage of moisturisers declining in 2019, the market has now witnessed renewed popularity. Day cream/lotion use was shown to have risen from 60% in 2019 to 67% in 2020, whilst night creams followed this trend, increasing from 44% to 47% over the same period.

Facial skin care masks were a big hit with consumers too. Usage of peel-off or wash-off masks rose from 25% in 2019 to 32% in 2020, while sheet leave-on mask usage increased from 15% to 22%. These masks have especially captured the interest of the 16-24 age category – almost two thirds (62%) of whom enjoyed the luxury of a peel-off or wash-off mask in 2020.

Mintel's research also delved deeper to discover more about women's beauty routines during lockdown.

Overall, 30% of facial skin care users said they had moisturised more since the outbreak of COVID-19, (rising to 41% of 16-24s), while one in five (18%) facial skin care users spent longer on their routine and one in seven (14%) had used more facial treatment products such as face masks.

Click here to read Mintel's findings in full

(Image: Getty Images/iStock)