Most popular skincare products among shoppers in the U.S. 2022, by generation

In 2022, the most popular skincare product among Gen Z shoppers in the United States was cleansers. Meanwhile, moisturizers were the leading skincare product among Gen X consumers.

Skincare in the United States

The United States is one of the largest players in the global skincare market, generating a revenue of 18.1 billion U.S. dollars in 2021. That year, multi-outlet skin care sales were highest for facial cleansers, recording approximately 1.65 billion U.S. dollars in sales. Amongst the most popular skin concerns of U.S. shoppers, dryness and aging prevail, while acne is a major concern mostly for younger generations like Gen Z.

Gen Z and skincare

Generation Z is one of the most interested in cosmetics and especially skincare. According to a survey carried out in 2021, almost 40 percent of Gen Z respondents stated that they spent between 21 and 50 U.S. dollars on a single skincare product, thus becoming one of the generations that spends the most on skincare in the United States. The ethical credentials of beauty brands and companies are of high importance to these young consumers, influencing their choices.