The best skincare brands of 2024 in the UK

The UK beauty market has experienced significant growth, with sales of skincare products and perfume rising by nearly 11% in the year to June, outpacing the 6% growth seen in the French market. Amid this expansion, the question arises: which skincare and cosmetics brands are currently leading the market?

According to YouGov data, the top 10 skincare brands have been ranked based on their Index score. This metric evaluates six essential aspects of brand health, providing a comprehensive view of each brand’s performance. No. 7 leads the list with a score of 21.7%, followed by Clinique at 17.2% and Chanel at 16.1%. Dior secures fourth place with 16%, while Maybelline ranks fifth with 13.2%. Clarins and Estée Lauder share sixth place with scores of 12.6% each, closely followed by Yves Saint Laurent (YSL) at 12.4%. L'Oréal Paris Makeup and Max Factor complete the top ten with scores of 11.9% and 11.3%, respectively.

Overall brand health of the top 3 brands

Let’s take a closer look at the broader aspects of brand health. This analysis draws upon six key metrics from the YouGov BrandIndex, providing insights into the strengths and areas for improvement for each brand in the competitive skincare sector.

Impression (how consumers view a brand): No. 7 leads with an Impression score of 27.3, reflecting strong public perception. Clinique follows with a score of 24.3, while Chanel scores 23.2, maintaining a positive image.

Quality (whether a consumer considers a brand to represent good or poor quality): Chanel leads this metric with a score of 31.3, indicating that Britons perceive its offerings as high-quality. Clinique comes next with a score of 28.8, while No. 7 scores 26.

Value (whether a consumer considers a brand to represent good or poor value for money): The value scores are led by No.7 (21.9), indicating that consumers see good value for money. Clinique trails significantly with a score of 2.9. For Chanel, Value is its weakest metric, scoring -6.3.

Reputation (whether a consumer would be proud or embarrassed to work for a brand): Chanel (28.4) is the dominant brand in this regard with Clinique behind by seven points (21.1), and further behind is No.7 (15.3).

Satisfaction (whether consumers are currently satisfied or dissatisfied with a brand): No.7 (20.6) leads in Satisfaction with Clinique (12.1) and Chanel (8.8) trailing behind.

Recommendation (whether consumers would recommend a brand to friends and colleagues): No. 7 tops this metric with a score of 19.3, indicating a higher likelihood of customers promoting the brand. Clinique scores 14.1, while Chanel, with a score of 11, faces significant challenges in this area.

Converting consumer awareness into sales

Using data from YouGov BrandIndex, we delve into the purchase funnel conversion rates of the top three skincare brands. Examining the period of 2024, we uncover how effectively these brands convert consumers from Awareness to Consideration and finally to Purchase Intent.

Stage 1: Awareness

At the top of the purchase funnel is Awareness, a measure of if consumers have ever heard of a brand. All three skincare brands have high rates of Awareness among UK adults with No.7 at 81.2%, Clinique at 73.8% and Chanel at 85.8%.

Stage 2: Consideration

When it comes to skincare brands UK consumers would consider purchasing from the next time they’re in the market, No.7 leads the pack with 23.7% of UK consumers saying they would consider buying from this brand. Clinique and Chanel have Consideration scores of 14.3% and 10.6%, respectively. These two brands convert at a rate of 19% and 12%, between Awareness and Consideration.

Stage 3: Purchase Intent

The Purchase Intent stage shows the brands consumers would be most likely to buy. No.7 earns the highest Purchase Intent score (10.6%) where more than two-fifths of considerers are converted to purchase (44%).

Despite Chanel’s high Awareness score, the brand loses ground in the middle of the funnel, but it begins to pick up with a 2.3% Purchase Intent score, representing a 21% conversion rate from the Consideration stage.

Clinique earns a Purchase Intent score of 4.2% and converts at 29% from Consideration to Purchase Intent.

Image: Getty Images