In spite of COVID-19-related disruptions, the facial skincare market was able to stave off major loses thanks to the functional and routine nature of the category along with the heightened desire for self-care. However, the pandemic did still have a profound impact on routines and how consumers engage in the space. 47% of adults who used more skincare products or tried a new product this year cite concern surrounding skin health/hygiene as a top reason. While some adults increased their usage of skincare products, others lessened usage due to changes to their daily routines, like less makeup wearing (62%) and less shopping (41%).

As the threat of the virus subsides, there are opportunities to develop products based on new lifestyle needs. Increased environmental activism opens doors for sustainable innovations while a greater need for relaxation, combined with on-the-go-lifestyles, will see products like masks and treatments evolve into more convenient formats.

• The impact of COVID-19 on consumer behavior and the facial skincare market.

• How skepticism fuels demand for proof of product efficacy.

• TikTok’s impact on the skincare market and trends.

• How sustainability will shape the future of skincare.

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.

Consumer research for this Report was collected in March 2021. This Report was written from May 15-June 8, 2021.

Mintel’s economic assumptions are based on CBO estimates released on February 1, 2021. The CBO’s previous forecast for US GDP to fall by 5.8% in 2020 was revised after a stronger second half of the year, and the updated estimate indicates a 3.5% decline in GDP for the year. The CBO forecast for GDP to grow by 4.6% in 2021 and unemployment to continue to fall to average 5.7% for the year do not take into consideration the impact of the $1.9 trillion economic relief package, which is expected to further boost growth.

The first COVID-19 case was confirmed in the US in January 2020. It was declared a global health pandemic and national emergency in early March 2020. Across the US, various stay-at-home orders were put in place in Spring 2020, and nonessential businesses and school districts closed or shifted to remote operations. The remainder of 2020 saw rolling orders, as states and local governments relaxed and reinforced guidelines according to the spread of the virus in each region.

Vaccine rollout began in December 2020. Mintel anticipates business operations in the US will remain in a state of flux through 2021 as vaccines are widely administered and social distancing restrictions and capacity limitations gradually relaxed.