Skincare booming among younger generations

They protect against UV rays, moisturise dry skin and make it glow – at least that’s what skincare brands are promising. And every year they’re able to convince more consumers of the benefits of their face creams, masks and serums. Especially at the start of winter, many people gear up to protect their faces from the dry air. And what’s striking is, younger people are investing in their faces earlier than their parents did.

A well-protected face is standard today

For years, the demand for skincare products at online retailer Galaxus has only gone in one direction – upwards. This was also the case in 2024: from face creams (+77%) and face serums (+70%) to eye care (+48%) and face cleansers (+50%), Galaxus customers bought significantly more products from all product categories in 2024 than in the same period of the previous year. And this despite the fact that sales had already risen significantly in previous years.

At Galaxus, face care products are most in demand in November and December. And that makes sense, as Natalie Hemengül, beauty editor at Galaxus, explains: «Our skin has different needs in winter. The cold weather and dry air from central heating are to blame because they cause a decrease in sebum production and our skin loses moisture more quickly. This means our skin dries out more rapidly. To counteract itching, flaky patches and feelings of tightness, the skin needs more care.»

Young people want to stay young

The increased interest shown by young adults is a major factor in the growth in sales of face care products. Five years ago, most lotions and remedies went to people between the ages of 35 and 44. Today, the under 35s are the largest group of buyers in all sub-categories.

This year, for example, more than 4 out of 10 face creams ended up in the hands of a person under 35. Meanwhile, every second delivery of face masks and cleansers goes to a person born in 1990 or younger.

Natalie sees several reasons for the trend towards an increasingly younger group of buyers: «Skincare used to be unsexy. It was deemed expensive and primarily for mature skin. Today, skincare is more accessible. Recommendations, trends and informative content spread fast on social media. People are better informed about various active ingredients than they were a few years ago. And the range of products on the market has grown.»

However, the trend can also have downsides: «It becomes problematic when consumption becomes excessive or content and products end up in the hands of children, like the Sephora Kids case shows us (link in German).»

Age aside, the majority of Galaxus packages containing face care products end up with female customers. More than 2 out of 3 products go to women. Only in the case of face creams is the gap somewhat smaller – women make up 37% of buyers.

Will high-tech gadgets soon replace lotion?

As in so many areas, innovation and technology don’t stop at beauty and care products. The range of face care devices such as LED skin care masks, pore cleansers or EMS face lifting Gua Sha is constantly growing.

Face cleansing devices

EUR616,97

Therabody Theraface Mask

5

Face cleansing devices

Vanessa Beauty EMS face lifting Gua Sha

5

Face cleansing devices

Lovis vacuum pore cleaner

569

Face cleansing devices

EUR616,97

Therabody Theraface Mask

5

Face cleansing devices

Vanessa Beauty EMS face lifting Gua Sha

5

Face cleansing devices

Lovis vacuum pore cleaner

569

Galaxus saw the first boom in demand for tech-based beauty products in the Covid years of 2020 and 2021 but it declined again somewhat in the following two years. This year face care devices have enjoyed a resurgence in popularity. Galaxus customers have bought almost 40 % more of these than in the same period last year. If demand remains constant until the end of the year, the record number of units sold in 2021 is likely to be exceeded.

For anyone who’s still looking for the right skincare routine, Natalie has the following tip: «To find the right skincare, I recommend guides backed by science. They help you better understand your skin and put together a skincare routine without falling prey to misinformation or half-truths, as can easily happen on social media. Here you’ll find a selection of books.»

Do you regularly protect your face with creams, masks and serums? Do you prefer to use electric beauty tools? Or is washing your face with water enough for you? We look forward to your comments.