By Sampo Parkkinen, CEO at Revieve, the beauty and wellness technology platform
The skincare industry is undergoing a seismic shift, driven by evolving consumer desires, groundbreaking technological advancements, and an intense push toward hyper-personalization. As we navigate through 2024, key markets across Asia-Pacific (APAC), Europe, the Middle East, the United Kingdom, and the United States are not just adapting—they are leading a global beauty revolution. The pressing question: how can brands stay ahead in a landscape that changes by the minute? The answer lies in understanding the powerful trends shaping these regions and leveraging data to turn insights into actionable strategies.
Revieve’s latest report, Global Skincare Landscape 2024 and Beyond, dives deep into these transformations, revealing how data is not just guiding the future of skincare—it’s redefining it across the world’s most influential markets. Drawing insights from millions of consumers and over 150 global beauty brands and retailers, this report offers a captivating analysis of the forces shaping the global beauty market. Let’s explore the top trends shaking up the skincare industry across key regions and how brands are using data to forge stronger connections with consumers.
Beyond products: skincare should be personal
In the rapidly evolving world of skincare, personalization has evolved beyond merely customizing products. Today, it’s about truly understanding each customer’s unique essence—diving deep into their preferences, concerns, and behaviors—and using these insights to create experiences that resonate personally and build lasting relationships. For brands, it’s no longer just about what a customer buys, but why they choose it and how it fits into their life.
The focus has shifted from tailoring products to uncovering the deeper motivations behind consumer choices. Why does one serum stand out over another? How do factors like environment, lifestyle, or even seasonal changes influence skincare needs? By answering these questions, retailers and brands can offer more than just products—they can provide personalized advice that seamlessly integrates into a customer’s daily routine.
Consider this: a consumer’s skincare needs can fluctuate with the seasons, impacted by factors like humidity or pollution. Brands that leverage data to anticipate these changes can offer personalized solutions that meet immediate needs while aligning with broader lifestyle goals, such as sustainability or ethical sourcing.
Revieve’s report reveals that 34% of U.S. consumers are particularly adventurous, constantly on the lookout for new products that directly address their skincare concerns, from acne to aging. Social media influencers shape these preferences significantly, with 40% of consumers reporting that they trust recommendations from influencers over traditional advertising.
In Europe, personalization carries a different weight—one deeply intertwined with ethics and sustainability. In the UK, for instance, 60% of consumers prioritize vegan, organic, and ethically sourced skincare products. This demand for integrity in product choices is more than just a trend; it reflects a consumer base that values efficacy as much as ethical considerations
By fully harnessing the discussed factors and data-driven insights, brands can break free from ordinary customization, crafting skincare experiences that are not only deeply personal but also ethically powerful.This approach doesn’t just set them apart in a crowded market—it transforms them into lifelong partners in their customers’ lives.
Wellness-centric skincare: the shift toward holistic beauty
Skincare today is about more than appearances; it’s about well-being. A global shift toward wellness-centric beauty is reshaping consumer preferences, with hydration and rejuvenation emerging as dominant product categories. Consumers across all regions increasingly seek skincare products that enhance their appearance and contribute to overall health and wellness.
This trend is especially visible in Europe and Asia-Pacific, where urban lifestyles and environmental stressors like pollution drive demand for products offering both protection and hydration. In Asia-Pacific, for example, 70% of top-selling skincare products focus on lightweight, multifunctional solutions that protect against pollution while hydrating the skin.The region’s young, tech-savvy consumers, who account for over 60% of the market, quickly adopt high-tech skincare solutions that fit seamlessly into their on-the-go lifestyles.
In the UK, the colder and wetter climate drives demand for intensive hydrating products, with 35% of skincare sales coming from products specifically formulated to combat dryness and dullness. Hydrating serums and moisturizers, especially those containing ceramides and peptides, are top sellers as consumers seek products that restore the skin’s barrier and radiance. This emphasis on wellness reflects a broader global shift toward holistic beauty, where skincare is part of a broader lifestyle of self-care and health.
Sustainability and ethical consumption: a growing priority
As consumers become more aware of the impact of their purchasing decisions, sustainability and ethical consumption are becoming central themes in the global skincare industry. In both Europe and the U.S., there is a marked increase in demand for products that are not only effective but also sustainably sourced, cruelty-free, and environmentally friendly.
In Europe, this trend is particularly strong. The report highlights that 60% of consumers prefer skincare brands that prioritize ethical production, with these brands seeing a 25% higher engagement rate. The report highlights a significant shift toward eco-friendly products, with brands that prioritize ethical production seeing higher engagement rates. Consumers increasingly demand transparency about ingredient sourcing and the environmental impact of production processes. This trend toward sustainability is not just a passing phase but a fundamental change in how consumers choose their skincare products. Brands that fail to embrace ethical and sustainable practices may struggle to maintain relevance in these markets.
In the Middle East, while the demand for luxury and premium products remains strong, consumers are also beginning to pay more attention to the ethical credentials of the brands they support. The region’s hot, arid climate drives demand for rich, hydrating creams and anti-aging products, with over 40% of consumers prioritizing products that offer both hydration and anti-aging benefits. As global consumer awareness around environmental issues grows, even luxury-focused markets like the Middle East are beginning to embrace more sustainable practices.
Data: the key to unlocking consumer insights in the years to come
While trends like personalization, wellness, sustainability, and technology are shaping the future of skincare, data is the underlying force that enables brands to respond effectively to these changes. The ability to collect, analyze, and act on vast amounts of consumer data is critical for brands looking to stay competitive in today’s market.
Revieve’s platform captures over 3 million unique data points, offering brands unparalleled insights into consumer behavior and preferences. These data points provide a comprehensive view of the skincare landscape, helping brands identify emerging trends, optimize product offerings, and create more personalized consumer experiences. What’s more, the unique data is essential for making informed retail decisions, increasing AI prediction accuracy, personalizing content, and empowering your business with custom AI models to stay competitive.
This ability to understand and predict consumer preferences is crucial in an industry where trends can shift rapidly. In Europe, data helps brands navigate the increasing demand for sustainability. By analyzing purchasing behaviors and consumer sentiment, brands can fine-tune their offerings to meet the growing demand for eco-friendly and ethically produced products. This kind of data-driven decision-making not only helps brands stay relevant but also builds consumer trust and loyalty.
