What skin care products are in demand in Europe and the UK?

Finnish beauty technology company Revieve has just revealed findings of its Skincare Landscape 2024 and Beyond report, which shows what skincare shoppers are searching for in specific regions of the world.  

The Helsinki-based company, which offers a tool that personalises search and shopping experiences, has analysed data from over 150 brands and retailers to identify consumer behaviours and preferences from the first quarter of 2024. 

According to the new report, the global beauty and skin care industry is “experiencing a transformative shift that will shape how retailers and brands cater to the diverse range of consumer needs and demands across the globe.”  

We’ve drilled down the findings for the UK and European markets.  

What skin care is popular in the UK? ​

The research has highlighted that UK skin care consumers are generally practical and results-oriented, plus there is also an interest in sustainable and ethically produced skin care here.  

Hydrating and barrier-repair products are a clear favourite for this market too, perhaps due to the unique climate, accounting for 35% of all skin care sales. 

There’s a growing trend towards seeking out skin care products designed for sensitive skin – especially those formulated with soothing ingredients like ceramides and peptides. These now represent about 25% of all skin care purchases in this market, highlighting a significant shift towards gentle, protective care. 

It’s also important to highlight that beauty shoppers in the UK are increasingly plumping for brands that champion ethical practices, as well as the aforementioned sustainability credentials.  

“Indie brands that are transparent about their sourcing and production processes are gaining strong consumer loyalty, making this a crucial area for brand differentiation,” shared the report.  

What skin care is popular in Europe?  ​

Over in Europe, Revieve’s findings noted a strong engagement with eco-friendly and sustainable products.  

Shoppers here were diverse in terms of age groups, with a significant portion valuing ethical production and sustainability. In terms of stats, 50% preferred eco-friendly brands and 60% preferred scientifically backed products.  

There was also a high demand for products from brands that practice transparency in their ingredient sourcing and manufacturing processes. 

Sensitivity and dryness are more prevalent here than in other regions, with consumers focusing on products that support skin hydration and barrier repair.  

In this region, 20% of skin care shoppers believed they had sensitive skin, 30% thought they had dry, and 25% combination.  

In fact, sensitive skin products represented 55% of skin care purchases in Europe. There was also growing interest in anti-ageing products that offer hydration and firming benefits without heavy textures. 

There's a notable engagement rate of with eco-friendly product categories, which Revieve said indicated "strong consumer alignment with environmental values."  

In terms of product preferences, moisturisers and serums with calming ingredients like chamomile and aloe vera were particularly popular; sales figures showed a strong lean towards these types of products. 

Based on the findings, Revieve recommended that brands and retailers selling into Europe: 

• Expand eco-friendly and sustainable product lines to meet market expectations and increase consumer loyalty. 

• Focus on sensitive skin formulations: 

• Educate consumers on the benefits of natural and organic ingredients, as well as the science behind skin care. 

Skin care shoppers in the rest of the world ​

Elsewhere in the world, in the Asia-Pacific (APAC) region, consumers are concerned with oiliness and acne due to high humidity and urban pollution. Beauty shoppers are predominantly young and tech-savvy and heavily influenced by social media.

This market also shows a strong inclination toward innovative and high-tech skincare solutions, with a preference for products featuring advanced formulas or pollution protection.  

In the Middle East, consumers are luxury-oriented and quality-conscious, favouring rich creams and serums with potent active ingredients. In this region, 44% of consumers are more likely to purchase high-end skincare products, reflecting a strong preference for luxury. 

Here shoppers tend to prioritise sun protection, hydration, and anti-ageing formulations, due to the dry, desert climate.  

Meanwhile, the diverse US demographic presents a wide range of skin concerns such as acne, ageing, and hyperpigmentation, with a significant preference for personalised skincare routines. 

In the US, 57.77% of consumers who engaged with digital beauty solutions are under 34 years old, which means there is significant potential for loyalty-building personalized skincare solutions, underscored by a continued growing interest in natural and cruelty-free products. 

View the full report here​.