Carly Fink • Provoke Insights

The skincare industry stands at a pivotal moment. Innovation is accelerating, consumer expectations are evolving and two forces are vying for influence at the point of purchase: medical authority and artificial intelligence.

This tension is at the heart of the tenth wave of the Provoke Insights Trends Study, a bi-annual national survey of 1,500 Americans aged 21 to 65, conducted in March 2025. While consumers overwhelmingly say they value skincare grounded in dermatological science, they are increasingly drawn to the speed and personalization offered by AI-powered tools. The findings reveal a market where trust and technology are colliding—the winners will be those who learn to fuse both.

Consumers Want Authority—But on Their Terms

For decades, dermatologists served as the ultimate gatekeepers of skincare credibility. Their approval conferred legitimacy and trust. Today, 76% of skincare users still say that dermatologist-backed beauty is important to them. Dermatological beauty is even more crucial for those with a daily skincare routine. However, when it comes to actual purchase behavior, the influence of medical professionals is surprisingly limited. Only 22% of consumers say they are strongly influenced by a dermatologist’s recommendation when selecting products.

What this signals is not a rejection of science but a redefinition of it. Today’s consumer is not looking to be told what to do—they want to understand the “why,” backed by evidence but delivered on their terms. In this environment, expertise must meet accessibility.

Can AI Deliver the Credibility Once Reserved for Dermatologists?

Enter artificial intelligence. With nearly two-thirds of recent skincare purchasers expressing interest in AI-powered shopping tools, the technology is rapidly reshaping how consumers discover, evaluate and select products.

AI promises what dermatology often cannot: instant access, hyper-personalized recommendations and real-time comparisons across brands, prices and ingredients. Consumers, especially parents, Millennials and high-income shoppers, are drawn to AI because it makes them feel informed, empowered and controlled. But there is a catch.

Shoppers are now taking charge of their purchasing decisions. They focus on visible results, easily recognizable ingredients and price points that make sense to them. Even those who follow daily skincare routines rely on peer reviews, influencer content and product comparison platforms to help guide their choices.

Only 56% of purchasers find AI tools that focus on the skincare shopping experience helpful. Trust is a factor, as consumers believe AI is more accurate for electronics, apparel and travel categories. Without transparency into how recommendations are generated—and whether they are grounded in clinical data—AI risks becoming just another marketing gimmick.

However, the potential is clear. Consumers want tools that combine technology’s convenience with science’s credibility. Skincare purchasers want AI-powered tools that help encourage exploration, provide recommendations and do product research for them. They want platforms that suggest products and explain why they work, ideally referencing dermatologist-vetted information along the way.

The path forward is not about choosing between dermatologists and data—it is about building smart systems that integrate both. AI can become the delivery system for medical insight. It can take the authority of experts and scale it to meet the demands of modern shoppers. When brands achieve that balance, they unlock the full potential of trust and technology.

Methodology

Provoke Insights conducted a 15-minute online survey in March 2025 among 1,500 Americans aged 21 to 65. The sample was designed using a random stratified approach to ensure representativeness by household income, age, gender, ethnicity, geography, and parental status. This study is the tenth wave of the Provoke Insights Trends Study. Findings have a maximum margin of error of ±2.5% at a 95% confidence level. Subgroup differences were tested for statistical significance. To access full Summer 2025 category reports on skincare, beauty, and wellness, visit the Provoke Insights Trends Library.

About the Author

Carly Fink is the founder and president of Provoke Insights, a global market research and brand strategy firm specializing in skincare, wellness, and consumer behavior. She is also a frequent speaker at industry events, including the HAPPI Health & Longevity Conference, and a professor of branding and strategy. Carly is known for helping brands transform complex insights into actionable marketing strategies that drive measurable impact.