2020 has seen a surge in facial skincare sales thanks to a heightened focus on hygiene and more time at home, new research from Mintel reveals.

Following a dip in moisturiser use in 2019, day cream/lotion usage has increased from 60% to 67% year-on-year over the period May 2019-May 2020, while night cream usage grew from 44% to 47% over the same period.

Facial cleansing is also back in vogue with face wash usage rising to 55% from 50%, micellar water usage to 29% from 25% and a 6% increase in usage of toner (to 31% from 25%).

Usage of peel-off or wash-off masks rose from 25% in 2019 to 32% in 2020, while sheet leave-on mask usage increased from 15% to 22%.  These masks have particularly captured the interest of the 16-24 age group – almost two thirds (62%) of whom enjoyed the luxury of a peel-off or wash-off mask in 2020.

Mintel asked women about their skincare routines during lockdown. Overall, 30% of facial skincare users said they had moisturised more since the outbreak of COVID-19, (rising to 41% of 16-24s),  while one in five (18%) facial skincare users spent longer on their routine and one in seven (14%) had used more facial treatment products such as face masks.

Roshida Khanom, Head of Beauty and Personal Care at Mintel, says: “In this COVID age, consumers are seeking physical and mental wellness, and facial skincare has benefited from the wellbeing benefits of following a beauty routine. The significant rise in face wash and facial toner usage in particular may well be impacted by a greater focus on health and hygiene during the pandemic. 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 (NPD) in skincare products to soothe irritated skin.”

While facial skincare remains a focus for women, there has been a 5% decline in colour cosmetics sales – falling to £1.76 billion last year. According to Mintel, usage of make-up is in decline, as 55% of female facial skincare users have reduced how frequently they wear make-up.