Skincare Trends: UK
Recent trends in the UK skincare sector include an increase in adoption of all-natural and/or ingredients in skincare products, streamlining of product formulations to include higher concentrations of fewer ingredients, a focus on the skin's microbiome, a rise in e-commerce utilization for skincare, and an increase in purchases of premium or luxury skincare. Further details of each trend and how it impacts the industry are summarized below.
TREND 1: ORGANIC AND NATURAL INGREDIENTS PRODUCTS
- There has been a rise in adoption rates of all-natural and/or organic ingredients (e.g., fruit extracts, aromatherapies, plant extracts) in skincare products.
- The minimalist trend in cosmetics, shifting away from dramatic eye shadows and bold lipsticks, has driven a surge in organic skincare products that place greater emphasis on dewy and naturally glowing skin.
- This is further driven by the overall 2019 trend of wellness-driven beauty, which is predicated upon balances between inner well-being and external beauty and an overall higher consumer awareness of what ingredients they are consuming and putting into their bodies.
- Predictions for the UK skincare sector in 2019 include a rise in more holistic and natural products to support the wellness-driven trend.
TREND 2: STREAMLINING PRODUCT FORMULATIONS
- In recent years, there has been a shift towards inclusion of fewer ingredients in skincare products but in higher concentrations of effective ingredients.
- Leveraged from Korean skincare trends, "skip-care," refers to the process of using fewer but more powerful products for daily skincare regimes.
- Through such a trend, more hybrid products have emerged (e.g., dual-purpose toner and moisturizers) with natural, proven effective ingredients such as green tea and vitamin E.
- Predictions indicate that the UK skincare sector will move away from the previous 10-step skincare routine from the Asian beauty market and towards a more minimalist regime.
TREND 3: FOCUS ON SKIN MICROBIOME
- The skin microbiome, which refers to the community of organisms that live on the skin (e.g., bacteria, viruses, fungi), has become a central focus in skincare product development recently.
- The ecosystem of bacteria living on individuals' skin dictates how well products are absorbed and the overall health of skin.
- Skincare products have shifted away from harshly stripping the bacteria away from skin and, instead, focus on balancing the pH of skin to promote healthier and more radiant skin.
- The UK has led the rest of the world in increasing recognition of the skin's unique ecosystem in the development of skincare products.
- In fact, 37% of products created in 2018 specifically to target the skin's microbiome were produced by the UK.
TREND 4: RISE OF E-COMMERCE DOMAIN
- Within the retail segment of the UK skincare market, e-commerce retail is expected to experience the highest CAGR (6%) in the future.
- Shopping websites have offered better deals, easier accessibility, and hassle-free returns policies that have incentivized purchase of skin care products primarily through e-commerce mediums.
- Skincare brands have reacted to this trend by launching mobile apps, redesigning sites for user experience, and increasing digital marketing and online offers to customers.
TREND 5: PREMIUM OR LUXURY SKINCARE PRODUCTS
- UK consumers are shifting to more self-indulgent behaviors, which has driven luxury skincare brands to comprise the majority (71%) of new skincare product launches in the UK in 2018.
- This is a significant rise from 2008 stats, in which luxury brands comprised of a little more than half (54%) of the UK skincare sector.
- Mass market/budget brands in the UK skin care sector, on the other hand, have declined to 10% in 2018.
The research team began searches among market and industry reports (e.g., Forbes, Bloomberg, Marketwatch, Business Insider) to identify relevant and recent trends within the skincare industry based on expert lists. While an expertly-compiled list of at least 5 trends in 2019 specifically for skincare products in the UK was not found, beyond market reports accessible beyond a paywall, the research team was able to identify several insights across magazine and journal publications within the beauty industry (e.g., Vogue UK, Harper's Bazaar UK, The Telegraph) and global market research firms (e.g., Mintel, Mordor Intelligence) to demonstrate innovative or cutting edge trends in beauty trends in the future, including the skincare sector, and areas in which the skincare sector has grown in the UK in 2019.