Chloe Randall

UK consumers embrace the trend for ‘Skinimalism’

By Chloe Randall | 26 March 2021 | Movers & Shakers, News


According to research by The NPD Group, prestige skincare sales in the UK declined by 23% in the year of 2020 as consumers began to adopt the trend for Skinimalism.

The total prestige skincare market was valued at £295 million in 2020, a year when stores were periodically closed due to various lockdowns, leading to consumers having to buy online if they wanted their usual skincare goods.

However, many consumers changed their traditional at-home beauty routines during the lockdown and went back to basics, otherwise known as Skinimalism.

The Skinimalism trend features a pared down skincare and make-up routine which adopts a minimalist, back-to-basics approach, according to Pinterest’s 2021 Trend Predictions Report.

NPD’s research suggests that UK consumers appear to have embraced this attitude in their skincare buying habits. This is demonstrated with sales of prestige face cream declining by 20%, prestige face cleansers declining 17% and facial exfoliators declining by 3%.

“Face cream, facial cleanser and facial exfoliators are the three sub-segments where consumers have gone back to basics whilst some ‘additional steps’ such as eye treatments and masks have declined in importance in face skincare as consumers have ‘skinimised’ what products they’re using,” explains Emma Fishwick, account manager of NPD UK Beauty.

Sales of anti-acne serums increased by 51% in value in 2020 as mask wearing created new needs and consumers focused on skin specific remedies to reveal their glowing skin.

“As the pandemic hit, our skincare routine remained consistent when the country went into lockdown. However, consumer confidence has been hit, and people are more reluctant to spend. At the same time consumers focus sustainability also means that Skinimalism has become very topical. Beauty buyers seem to be purchasing less products, and the products that they are opting for are more targeted,” added Emma Fishwick.

To read the full research by NPD, click here