U.S. skin care sales 2022, by segment

In 2022, multi-outlet skin care sales in the United States were highest for facial cleansers. In that year, this segment generated approximately 1.8 billion U.S. dollars in sales. Facial anti-aging products were the second most sought-after kind of skin care treatment, with sales amounting to over one billion U.S. dollars in the same period.

Face care: the leading category

When thinking about skin care, the first thing that comes to mind is most likely facial care products, such as creams, moisturizers, and lotions. In 2022 the skin care market was worth over 19 billion U.S. dollars in the United States alone, and the face care segment made up most of it. This figure is set to grow even further in the next years, and it was forecast that the sales value of face skin care products worldwide would reach over 87 billion U.S. dollars in 2026.

The impact of younger generations

Skin care routines have recently become a trend, especially thanks to social media platforms. It is not only about reducing wrinkles and anti-aging effects: younger generations are interested in skin care too. It is not uncommon for consumers to search for the best skin care tips and treatments, or to buy several products of this kind online. An increasing interest in Korean beauty, with its 10-step-skin care-routine, has also been observed, especially among Gen Z. This is also the generation that spends more on skin care products, despite being the most recent entry into the job market. In the United States, 37 percent of Gen Z consumers would spend between 10 and 20 U.S dollars on a single skin care product as of 2021. In the following year, the brand CeraVe ranked first as this generation’s favorite skin care brand.