How much is that anti-aging serum or resurfacing peel costing the average shopper online at Sephora or Target?

In today’s image-driven world, the pursuit of “looking good” has Americans digging deep into their wallets—and sometimes going into debt. Advanced Dermatology’s recent report looked into the steep financial and time commitment behind the beauty and wellness industry right now. The study found Americans spend an average of $897 a year on their appearance with women outspending men ($1,064 versus $728). Furthermore, 1 in 6 admit to spending more on beauty and wellness than they can afford. Many Americans are spending not only to look good, but also to feel good. Nearly 7 in 10 (68%) admit to worrying about their appearance and 49% struggle with self-confidence, said the report. 

The ‘Prejuvenation’ Era 

According to board certified dermatologist Brooke Jeffy MD, the concept of “prejuvenation” has become a popular approach to skincare. It combines good skincare habits with non-surgical procedures. Together, they aim to preserve skin health and support collagen production before significant signs of aging appear. 

There are skincare basics—serums, moisturizers and oils—and then there are facial treatments and services. While many people are familiar with facials and may even get them regularly, the facial services market includes a wide range of tools and modalities beyond the traditional treatment. According to Spate’s Popularity Index, the fastest-growing facial services right now are red light therapy and cool peels.

Interest in red light therapy increased 116.5%. Google Search holds 73.1% of its Popularity Share and grew +99.2% year over year. Red light therapy helps reduce inflammation, improve blood circulation, enhance tissue repair, provide pain relief and boost skin rejuvenation. Interest in at-home red light therapy is also rising, with red light devices from brands like Celluma trending in search. 

In-Office or At-Home

With demand growing, brands have an opportunity to enter the market by offering both professional-use devices and at-home treatments, said Spate. Brands that effectively educate consumers—by explaining how red light therapy works, showcasing before-and-after results, and providing clear usage guidance—have a competitive edge. 

Interest in cool peels rose 62.5% across platforms, with Google Search owning 85.6% of its Popularity Share and growing 39.5%. Not to be confused with chemical peels, cool peels are relatively new. They remove dead skin cells and stimulate new cell growth. Unlike traditional peels, this CO2 laser treatment resurfaces the skin without excessive heat, making it a gentler alternative for skin renewal. 

At the same time, skincare brands can tap into this trend by offering post-treatment products. These include soothing masks and glow-boosting serums specifically designed for use after a cool peel, noted Spate. They can be sold directly to salons or through retailers, creating a seamless way for consumers to maintain their post-laser skincare routine at home.

SKINCARE SALE MAINTAIN IN 2024
According to Circana, mass market sales increased 6.8% to $2.3 billion for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended March 23, 2025.

Product Categories	Dollar Sales		Unit Sales		Price per Unit
	Current	% Change vs YA	Current	% Change vs YA	Current	% Change vs YA

Skin Care	$9,170,600,091	0.8%	727,406,178	0.2%	$12.61	0.7%
Facial Cleansers	$2,666,848,422	-0.1%	302,133,663	-2.2%	$8.83	2.1%
Facial Anti-Aging	$2,442,185,513	1.7%	117,965,515	1.6%	$20.70	0.1%
Facial Moisturizers	$2,136,756,328	-3.0%	122,114,166	-2.2%	$17.50	-0.9%
Acne Treatments	$1,592,125,999	10.8%	154,593,943	8.4%	$10.30	2.1%
Depilatories	$202,052,005	-4.5%	23,375,131	-5.8%	$8.64	1.3%
Fade/Bleach	$118,992,630	-24.1%	6,759,614	-20.7%	$17.60	-4.3%
Body Anti-Aging	$11,639,195	-25.6%	464,147	-20.4%	$25.08	-6.5%
Hand & Body Lotion	$4,089,189,567	9.4%	446,001,063	6.4%	$9.17	2.9%
Suntan Products	$2,480,390,391	2.2%	203,589,416	0.0%	$12.18	2.2%

The No-Makeup Makeup Trend

For many consumers, especially those who swear by a no-makeup makeup look, tinted skincare products also hit the sweet spot, noted Spate. Foundation-adjacent formulas like skin tints and tinted moisturizers have been around for years. But the fastest growing tinted skincare products right now are tinted sunscreens.

Tinted sunscreen has experienced significant growth. Demand jumped 86.9% year over year across platforms. Google search leads the trend, capturing 59.1% of the popularity share, with searches up 50.3% from last year. The most sought-after tinted sunscreens include drugstore staples like EltaMD, La Roche-Posay and CeraVe, as well as indie brands like Tower 28. However, many consumers are still searching for the best tinted sunscreen. Some lean toward skincare infused SPF rather than traditional sunscreens—evident in rising searches for the best tinted moisturizer with sunscreen. 

“While it might seem like a small difference, it’s an important one for brands. Companies not launching new products or reformulating existing ones, should invest in targeted Google ads or paid search campaigns for these keywords,” said a Spate analyst. “At the same time, TikTok users are content featuring the hashtag #tintedsunscreenreview to help them decide what to buy. This opens the door for brands to collaborate with influencers on sponsored content or incentivize reviews through dedicated platforms.”

Appealing to Skinimalists 

For Spring 2025, the industry is seeing a shift toward minimalist, barrier-supporting skincare. According to Dr. Jenny Liu, MD FAAD, board-certified dermatologist, “consumers are moving away from harsh actives and over-exfoliation, instead prioritizing hydration, gentle formulations and skin resilience. Dermatologist-backed ingredients like retinaldehyde for anti-aging and postbiotic-rich products for microbiome balance are leading the way. The focus is on strengthening the skin rather than overloading it.”

Liu added: “I always recommend products that support and protect the skin barrier. For sensitive skin, Avène Cicalfate+ Restorative Protective Cream is a go-to for calming irritation and promoting repair. Tolerance is great for daily use in sensitive skin and lastly anti-aging, Avène Retrinal 0.1 Intensive Cream provides gentle yet effective retinaldehyde-based renewal. These products work in harmony with the skin, making them perfect for the season’s skincare shift.”

Kiehl’s Global Scientific Director, Dr. Nancy Ilaya, PhD, agreed that fortifying the skin is the way to promote longevity and a fresh face: “In today’s skincare landscape, consumers are hyper aware of the importance of maintaining a healthy skin barrier and cleansing without compromise. We’re thrilled to unveil the latest innovation in our beloved Ultra Facial franchise—the Ultra Facial Barrier-Hydrating Cleanser.”

The hydrating cleanser is formulated with bio-based amino acid surfactant technology and humectants. When emulsified, it creates a cushiony micro-foam with 1,000 micro-bubbles per square inch—maximizing the cleansing surface to lift away dirt, impurities and oil while helping to protect the skin’s barrier, said Dr. Ilaya.

Olehenriksen is also adding on to its anti-aging portfolio with some new skinnovations for the season. According to Vice President of Global Marketing for Olehenriksen at Kendo Brands Rachel Berg: “We have consistently introduced innovative formulas that address a wide range of skin concerns, from brightening to hydration, by utilizing high-quality ingredients like vitamin C, peptides and AHAs.”

A new launch at Olehenriksen includes a Strawberry Lemonade Smoothing Scrub. This  dual-action exfoliator is powered by 10% AHAs and ultra-fine sugar to polish and refine. Holy basil and chamomile extract soothes skin.

Beauty influencer Alix Earle recently touted both the Olehenriksen cult classic Strength Trainer Peptide Boost Moisturizer and repeat award winner Banana Bright+ Eye Crème.

Origins’ newest launch—Mega-Mushroom Dark Spot Brightening Moisturizer, harnesses the power of nature’s most potent mushrooms to visibly even skin tone and reduce the look of dark spots. Powered by Dr. Weil’s signature Mega-Mushroom Complex, this lightweight yet deeply hydrating formula helps calm, brighten and restore radiance for a healthier-looking glow, according to the company.

Injectables Alternatives

The newest addition to Dr. Dennis Gross’ DermInfusions Collection offers 3D alternatives to in-office cosmetic injectables, said the company. Dr. Gross formulated the hydrating eye cream to target the 360-degree eye area—crow’s feet, under eyes, lids, bunny lines, elevens and the inner tear trough—to visibly fill, firm, brighten, smooth and lift.

Powered by Kakadu plum and caffeine, along with two weights of hyaluronic acid, DermInfusions Fill + Repair Eye Cream fills the tear trough and brightens, tightens, combast dark circles and targets the appearance of tired eyes. Copper peptides, Bisabolol and ectoin work to diminish fine lines and restore the moisture barrier and firm wrinkles, promoting a refreshed under eye giving 360-degree eye area results, according to the company, which is owned by Shiseido Americas, a subsidiary of Shiseido Company.

Judy Mao, R&D director for Pond’s Skin Institute, is promoting two new products for May 2025.

“We are excited to introduce the new Hydra Miracle Ultra-Light Biome Gel with prebiotic technology, a breakthrough in microbiome skincare designed to balance the skin’s natural defense system and enhance hydration,” she told Happi. “Alongside this launch, we continue to push the boundaries of anti-aging with our Age Miracle Ultimate Youth range, powered by advanced Hexyl-Retinol technology to accelerate skin renewal and repair.”

Retinol Rules (& Recovery)

Retinol is still trending in skincare. According to Emily Philen, senior manager of scientific affairs at Murad, Retinol Youth Renewal Oil Drops and Cellular Hydration Repair Oil Drops are her company’s latest innovations and “multi-tasking superstars.”

“Retinol Youth Renewal Oil Drops leverage Murad’s expertise in retinoids for fast, yet gentle, results.  In just two weeks, it is clinically proven to visibly reduce wrinkles, improve skin tone and smooth skin,” she told Happi. “Cellular Hydration Repair Oil Drops utilizes omega-rich barrier-repairing bilberry seed oil and six stabilized vitamins for comprehensive skin moisture and nourishment.” 

According to Philen, Cellular Hydration Repair Oil Drops have skin feeling smoother, softer and soothed immediately and are clinically proven to increase hydration by 179% in two weeks. 

“These fast-absorbing oils can be seamlessly integrated, providing customizable solutions, into any skincare regimen,” she added.

Indie brand Marie Veronique also has a retinol formula that is selling well right now, the Multi-Retinol Night Emulsion.

According to founder Marie Veronique Nadeau, “We rounded out the encapsulated retinol with one other in the Vitamin A family — retinyl sunflowerseedate (a retinoid) and a plant extract with many of the same effects as retinol — bakuchiol. All three work together to restore integrity in the dermis, normalize the epidermis and improve water barrier function in the stratum corneum. 

“Sodium palmitoyl proline and nymphaea alba flower extract were added to reduce surface redness and increase availability of critical amino acids,” she added.

Goop Expands Skincare Offerings

Goop is expanding its skincare portfolio this month with Goop Beauty’s Retinol Eye Lift Serum. This is a triple-retinoid eye treatment that addresses the look of fine lines and deep wrinkles while moisturizing, firming and tightening the delicate skin around the eyes, said the company. With the same proprietary “3x Retinol technology” in the brand’s Retinol Regenerative serum, which was an instant bestseller, the Retinol Eye Lift Serum provides immediate and long-term skin renewing benefits, said the company. 

Another indie brand, Olivier Midy, is banking on anti-aging skincare for its topselling products.

Olivier Midy’s Essence Midy is billed as a 7-in-1 skin savior which boosts elasticity, exfoliates, relaxes fine lines and offers a radiant glow like no other, according to the company.  

Essence Midy is a beloved favorite and part of the everyday skin saving arsenal of Raquel Medina, long-time esthetician & co-founder of the Raquel NY spa. 

“Part of the beauty of Essence Midy is that it’s great for everyone—there’s no guessing which formula is right for your skin. With AHA, BHA and PHA, it gently but effectively resurfaces and clears congestion,” she told Happi. “Niacinamide brightens pigmentation, and the neuropeptide argireline reduces fine lines and wrinkles. The clary sage hydrosol base makes application feel silky and comfortable with no noticeable tingling, but after a week of use you’ll notice your skin is radiant and glowing. I was instantly hooked.” 

Coty’s Orveda luxury skincare brand is promoting its weekly treatment, the Intensive Serum Hand Mask, with 10 actives, followed by the Filler Hand Cream. The latter includes a pair of Reusable Silicone Gloves. 

“After the face, hands are the second most visible indicators of aging. If your objective is to achieve a more youthful appearance or if you are concerned about the aesthetic condition of your hands, hand rejuvenation should be seriously considered,” said Ulrich Katusevanako, Orveda’s Scientific Communication Director at Coty. 

‘Potential Has No Age’

All in all, aging is no longer something to fight—it’s something to embrace. According to Kenya Eldridge, vice president, US integrated marketing, Shiseido and Clé de Peau Beauté, more consumers want high-efficacy, ingredient-led skincare that actively supports longevity, vitality and overall skin health. The Shiseido Vital Perfection franchise leads for Shiseido’s 150+ years of product development. 

“Our beloved age-defying skincare series pushes the boundaries of science backed skincare to deliver transformative results,” she told Happi. “Vital Perfection Uplifting and Firming Advanced Cream delivers multiple lasting benefits and leaves the skin looking firmer, brighter and lifted. Perfect for those with mature skin concerns, it offers a comprehensive solution in one jar. The new  Vital Perfection Concentrated Supreme Cream is a rich, comprehensive age defying cream designed for those with visible signs of aging and who are looking for a product with proven efficacy.”

With longevity gaining momentum, the narrative around anti-aging is evolving. According to Eldridge, Shiseido’s Vital Perfection campaign, “Potential Has No Age,” offers more than just a tagline—this reflects “a growing consumer mindset.”

“At Shiseido, we are amplifying the conversation around beauty and confidence at every stage. Our recent Potential Has No Age Summit in New York City, brought together industry pioneers to share their candid stories of breaking barriers and embracing their authentic power, offering practical wisdom for anyone ready to step into their full potential. They challenged outdated beauty perceptions and emphasized that beauty, success and self-expression are timeless. This mission has been a focus in recent years, and we firmly believe that these transformative conversations will deeply resonate with consumers, driving lasting impact.”

The Future of Skincare

With the ongoing shift in consumer shopping habits toward mobile, brands are facing new challenges and opportunities in reaching and engaging their audiences. Alex Irvin, chief marketing officer of eCosmetics, recently stated: “There appears to be a continued shift to mobile, and in the last year there’s been a lot of buzz around social commerce. We’re seeing it in real life. These social platforms are allowing for discovery where you can get away from an auction model where competition can make the ad spend inefficient.  I think it’s only getting started.” 

According to Kline, consumers are increasingly focused on combating aging and enhancing quality of life through innovations that promote longevity. Its latest report, Top Trends in Beauty and Wellbeing: 2025 and Beyond, is available for download.

The rise of infrared saunas, NAD+ therapies, wearable health tech, GLP-based weight loss programs and comprehensive health screenings such as MRI scans, reflects the increasing demand for preventative care solutions, noted Kline in its report. 

Exosomes are “redefining skincare” by unlocking the power of cellular regeneration, said Kline in its report. In 2024, exosome-based skincare generated significant buzz, and this momentum is extending into 2025 as consumers increasingly turn to products infused with exosomes. Emerging exosome-based skincare brands, such as (Plated) Skin Science and Elevai, saw their sell-in sales grow by 200% and 80%, respectively, in 2024 compared to 2023, according to Kline’s professional skincare market insights and data.

Mintel data also shows that Black consumers are increasing engagement with various products and services within the suncare category. 

Joan Li, senior analyst, beauty and personal care, Mintel, said: “The rise of skin-friendly ingredient inclusions that promote benefits such as skin tone evening and healthy glow has improved self-tanning’s resonance with Black and melanated consumers. These groups have historically been more conscious about their skin health when selecting beauty and personal care products.”

Tripadvisor launched its first Trendcast report exploring the trends reshaping travel and predictions for the years ahead.

Beauty-minded travelers are making trips out of “far-off” treatments—from local rituals to cutting-edge new technologies. Mentions of skincare treatments are up 87% in Tripadvisor forums and beauty bookings are up 400%.

Beauty enthusiasts travel to Sri Lanka for Ayurvedic retreats and South Korea for snail mucin facials. After all, achieving longevity is a global mission besides seeing the sights or the next “White Lotus” show. 

Skincare marketers will benefit by considering this demand for 2026 and beyond.

Skincare New Ingredients

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Antaron soja glyceride

INCI: Maleated Soybean Oil Glyceryl/Octyldodecanol Esters

END USE: Mineral and organic sunscreen creams, lotions, sprays; color cosmetics; clay masks

SUGGESTED USE LEVEL: 1%-5%

DESCRIPTION: Antaron soja blyceride is a nature-derived, biodegradable film former that delivers unparalleled water-resistance, SPF-boosting, and pigment dispersal benefits, enabling more natural sun care and color cosmetic formulations.

Softhance mr conditioning agent

INCI: Maleated Soybean Oil Glyceryl/Octyldodecanol Esters (and) Glycerin

END USE: body washes and shower gels, facial cleansers, hand soaps

SUGGESTED USE LEVEL: 1-2% for clear cleansers, 1-5% moisturizing cleansers

DESCRIPTION:  Softhance mr is a nature-derived, biodegradable conditioning agent delivering consumer-perceivable skin softness from rinse-off cleansing formulations. Depositing on the skin during washing, softhance mr helps skin retain moisture, leaving skin feeling conditioned and soft after rinsing.

Sensiva sc 50 natural multifunctional

INCI: ethylhexylglycerin

END USE: 0.1 – 1.0%

SUGGESTED USE LEVEL: leave-on skin care, deodorant, wet wipes, sunscreens

DESCRIPTION: This 100% natural version of Ethylhexylglycerin not only boosts antimicrobials but protects against malodor, ensuring long-lasting freshness. In addition, sensiva sc 50 natural provides anti-oxidative properties, and acts as a perfume fixative, helping to lock in fragrance for an enduring sensory experience.