What you need to know

US adults are looking for easy-to-use, functional formats when shopping for skincare products, explaining the popularity of wipes and sheet masks. Brands may also consider a focus on natural ingredients, with charcoal, micellar water, and aloe appealing to consumers. Further success can be achieved by incorporating trends from the Asian skincare market, with unique ingredients beginning to emerge in US product launches.

Definition

For the purposes of this report, Mintel has defined the skincare market as including the following categories:

  • Skincare – facial cleansers, facial moisturizers, specialty skincare products such as acne and anti-aging treatments, hand and body moisturizers, and sun protection.

This report does not include body cleansing products such as liquid body wash or liquid hand soap.

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