U.S. skin care sales 2023, by segment

In 2023, multi-outlet skin care sales in the United States were highest for facial cleansers. In that year, this segment generated approximately 1.85 billion U.S. dollars in sales. Facial anti-aging products were the third 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 2023, the skin care market was worth over 23.5 billion U.S. dollars in the United States alone, and the face care segment made up most of it. Globally, the value of the cosmetics category was forecast to amount to over 38 billion U.S. dollars by 2028.

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 2023, the brand CeraVe ranked first as this generation’s favorite skin care brand.