What you need to know

While COVID-19 is expected to cause slowed sales growth, the facial skincare and anti-aging market is expected to maintain positive sales through 2024. The category remains on-trend among key demographics, resulting in several key players posting gains despite increased competition. Furthermore, interest in multifunctional products and a holistic approach to routines suggest a shift in how consumers approach the category.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the Facial Skincare and Anti-aging market.

  • COVID-19 is a catalyst for clean and safe facial skincare products.

  • Masstige brands appeal to audiences seeking affordable wellness products, creating challenges for premium players.

  • Skincare becomes the new face of self-care.

This Report was written April 1 – June 1, 2020.


This Report covers the US market for facial skincare and anti-aging products, which is defined as follows:

  • Anti-aging facial products (can include cleansers, moisturizers and treatments)

  • Facial cleansers including scrubs and toners

  • Facial moisturizers

  • Acne treatments

  • Lip balm

This Report covers only the at-home facial skincare market and does not include professional services or body care products such as body wash or hand and body lotion.

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