Research by market intelligence agency Mintel found a 5% spike in sales of facial cleansing wash between 2019 and 2020, up to 55%, following a dip in usage in 2018/ 2019.
Mintel researchers predict the surge is because of heightened hygiene and increased time at home helping to revive British women’s interest in facial skincare routines.
There has also been an increased use of micellar water (from 25% to 29%) and usage of toner has risen from 25% to 31%. Usage of moisturisers saw a decline in 2019, but 2020 has seen renewed popularity. Sales of day creams and moisturising lotions has risen from 60% in 2019 to 67% in 2020. Night cream usage increased from 44% to 47% over the same period.
Face mask sales rose from 25% in 2019 to 32% in 2020, while sheet leave-on mask usage increased from 15% to 22%. These are particularly popular with 16 to 24-year-olds, almost two thirds (62%) of whom bought a peel-off or wash-off mask so far in 2020.
Mintel asked women about their beauty routines during lockdown from 23 April to 7 May. Overall, 30% of facial skincare users said they had moisturised more since the outbreak of coronavirus, (rising to 41% of 16-24s), while one in five (18%) spent longer on their routine and one in seven (14%) had used more facial treatment products such as face masks.
The value growth of women’s facial skincare has increased in recent years by 1.4% in 2019 to reach £1.18 billion.
Roshida Khanom, head of beauty and personal care at Mintel, said: “The mandatory use of face masks/ coverings in a number of public places in 2020 could boost prospects for facial skincare, with new product development in skincare products to soothe irritated skin.
“Skincare brands can also extend their ranges to release comfortable face coverings to reduce skin issues. Increased hygiene also presents future NPD opportunities for gentle facial cleansers designed to be used multiple times a day, or cleansing formats that can be used on the go, while including antibacterial claims could also appeal.”
A recent survey named vitamin C as the most-googled skincare ingredient of 2020.