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In 2025, multi-outlet skin care sales in the United States were highest for facial cleansers. In that year, this segment generated approximately 2.86 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 1.83 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 2025, the skin care market was worth over 26 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 increase by 2030. 

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. At the same time, Gen Alpha is entering the market, showing interest in several categories.