Makeup may be in a lull, but skincare is on the rise. The NPD Group’s 2020 Women’s Facial Skincare Consumer Report found that more women in the U.S. are using facial skincare products today compared to one year ago. In addition, lifestyle changes including the effects of COVID-19 have altered their skincare routines in a number of positive ways.   
 
Overall, close to 40% of facial skincare users reported that they now use their products more often. Usage of basic care products such as cleansers and moisturizers, and treatments including exfoliators/scrubs and masks saw the most significant increases since last year.  
 
When asked specifically about the pandemic, 22% of women said they have changed their skincare routine because of COVID-19. Most are washing or moisturizing their face more often than pre-pandemic; one-third have expanded their routine to include more products; and the majority of those using more products intend to stick with their new routine when things normalize.
 
“Skincare has been one of the most resilient beauty categories this year. It has seen softer sales declines year-to-date compared to the overall beauty industry and gained market share, generating the highest sales volume of all the categories,” said Larissa Jensen, NPD’s beauty industry advisor—and a member of Beauty Packaging’s Board of Advisors. “Using an average of five products daily, consumers are committed to their baseline facial skincare routine, which includes a combination of basic care and targeted treatments. The effects of COVID-19, including spending more time at home, have brought a greater focus on self-care—and skincare has reaped the benefits.”