Consumers Embrace Minimal Trend

Consumers Embrace Minimal Trend

According to a new study by the NPD Group* UK Consumers are embracing a minimal skincare trend and we believe US consumers are also following the same mindset. Prestige skin care sales in the United Kingdom declined 23% in 2020 as consumers began to adopt the trend of skinmalism, according to the NPD Group.

The total prestige skin care market was valued at £295 million in 2020 with the following sales trends:

  • prestige face cream declining 20%

  • prestige face cleansers declining 17%

  • facial exfoliators declining 3%  

In 2020 facial cleansers reported more value sales than eye treatments, which were previously (in 2018 and 2019) the third largest sub-segment in value, reinforcing the trend to minimal skincare. 

However, sales of anti-acne serums increased by 51% in value as mask wearing created new needs.

Emma Fishwick, account manager, NPD UK Beauty, explains: “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.”

Fishwick added, “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."


At Good For You Girls we have always embraced a minimal trend. Young skin is prime for irritation and excess dryness which we know causes excess sebum production. Kim Grustas, the owner of Good For You Girls, is encouraged by this report. According to Grustas, "Girls watch what adults do and this new trend should have a beneficial effect on girls who feel pressure to keep up with too many products that have no little benefit, or could have detrimental effects for their skin health".


*Original article posted in CGI Magazine.