A UK study conducted by Mintel of 1,008 female internet users has found that over the last year, almost three in 10 (28%) women have reduced the number of products in their skincare routine. It also revealed that 54% of millennials were the most likely to have simplified their routines.
In the last 12 months, the number of women using a day cream declined from 66% to 60%, night cream fell from 48% to 44% and blemish balm, colour correct and daily defence creams declined from 21% to 15%.
Alex Fisher, global skincare analyst at Mintel, commented, “A growing number of UK women are turning away from the multi-step beauty routine, hoping to reach the same glowing result without having to put the time in. This need for simplicity has pushed them towards minimalist skincare products with more intense active ingredients, such as serums and oils.”
Serums in particular were the only product not to have seen a decline in their usage. On the other hand, facial cleansing wipes saw one of the biggest drops from 54% to 43%, possibly due to the Government’s plastic waste ban reported last year.
Fisher added, “Disposable wipes have been hit particularly hard as consumers become more aware of the product’s negative effects on the environment. As sustainability grows in importance, many beauty consumers are deliberately cutting out these single-use products. At the same time, there has been a decline in the purchase of makeup, potentially led by reduced usage following the trend for naturally radiant skin. Less makeup means less need for makeup removers, the main use for facial cleansing wipes. It is likely that women will continue to leave wipes behind unless they are able to meet consumers’ growing need for sustainable products. Other women will abandon wipes altogether, swapping them for reusable options or washcloths."