Face value: Unmasking US skincare shoppers in 2025

YouGov - December 17th, 2024

Which skincare trends, products and brands are winning over Gen Z and older US consumers?Download report

49% of Americans aged 18-29 have a skincare regimen. But what skincare and beauty products are they buying, why are they buying them, and which brands dominate their routines in this competitive and ever-evolving industry?

YouGov’s US skincare consumer report 2025 explores the skincare habits and preferences of Americans, focusing on young adults and highlighting the key benefits they seek, the sustainability initiatives that matter most, the trends they plan to try next year, and which brands are considered most.

Download the report for a reality check on skincare trends including:

Who are skincare enthusiasts, what products do they use most often, and how much do they spend?
Why do Americans use skincare products, and what factors influence their choices?
What sustainability initiatives are most important to skincare consumers?
Which skincare brands are winning over consumers and how does this vary by age and gender?
How do skincare consumers find out about new skincare products?

Download report Talk to a researcher

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Face value: Unmasking US skincare shoppers in 2025

Submit an inquiry

Book a demo

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Business

Members

Face value: ​Unmasking US skincare shoppers in 2025​

Face value: Unmasking US skincare shoppers in 2025