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5 Awesome Facial Care Product Trends to Sell in 2024

Woman performing her facial care routine

Mirrors (in the bathroom or bedroom) are like beauty shrines for women. It’s where they do all their necessary routines to keep up their beautiful looks and lush skin. But the thing about these beauty shrines is that they are never complete without the right facial products.

Since the face is the most-viewed part of the body, women spend more time taking care of it during their routines. Here’s where businesses can benefit: these products are not infinite—female consumers will need to restock or purchase new ones, and sellers can capitalize on that.

Keep reading to uncover five facial care products women must have in their beauty kits in 2024.

Table of Contents
A look at the global skincare product market in 2024
5 facial care products every woman needs in her beauty box
Stock up now

A look at the global skincare product market in 2024

The skincare market is huge and still has many growth opportunities. According to experts, the skincare product market grew to US $142.14 billion in 2023. However, the revenue forecast predicts the market will reach US $196.20 billion, growing at a 4.7% compound annual growth rate (CAGR).

Experts also say the surging demand for face creams, body lotions, and sunscreens globally will impact market growth positively. In addition, the e-commerce sector will also be a major driving force over the forecast period.

Here are some other stats worth noting:

  • The female segment dominates with a 61.66% market share, while the male category will thrive at a 5.0% CAGR.
  • Face creams and moisturizers generated the largest product sales revenue (42.11%) in 2022. Experts predict they will maintain dominance over the market during the forecast period.
  • Asia Pacific also generated the largest regional revenue (39.65%) in 2022, while North America will grow at a 4.4% CAGR from 2024 to 2030.

5 facial care products every woman needs in her beauty box

1. Cleansers

Woman applying cleanser in a bathroom

Cleansers are specifically formulated face products that make the whole “get glowing skin” process easier. Consumers can use them to remove dead skin cells, makeup, and other impurities from the skin’s surface, making them a must-have in any skincare routine.

The cleanser market is packed with variety! There’s one for every skin type and concern, so businesses can sift through the common ones below to determine the best ones for their target audience.

Cleanser typeDescription
Oil cleansersThese cleaners come from natural oils, like coconut or jojoba, making them gentle on the skin. Oil cleansers are the best for removing impurities and makeup without removing the skin’s natural oils (the hero for dry and sensitive skin).
Water-based cleansersThese cleansers contain water and surfactants, serving as gentle cleansing agents. They are ideal for people with oily or acne-prone skin, as they’ll remove excess oil.
Gel cleansersAny skin type can use gel cleansers to exfoliate and moisturize their faces. Gel cleansers help promote cell turnover and remove dead skin cells.
Cream cleansersThese products have a cream base that hydrates the skin without feeling too thick. They also cleanse the skin without removing its natural oils, making them perfect for dry and sensitive skin.

According to Google Ads data, face cleansers have grown from their average 2023 searches to 2024 by 20%. They’ve gone from 450,000 to 550,000 in January 2024!

2. Serums

Woman dropping serum on her forehead

After the cleanser, comes the serum. From reducing the appearance of dark spots to minimizing large pores, face serums do most of the heavy lifting in skin care routines.

Face serums pack a punch with active ingredients like Vitamin C, glycolic acid, or hyaluronic acid, making them handy for combating specific skin concerns like dryness, acne, dullness, dark spots, and dryness.

Since they’re lighter than moisturizers, face serums are also perfect for layering. Manufacturers make them in various formulas, including oils, light creams, and gels—some even have water-like consistencies.

More importantly, serums are an integral part of anti-aging skincare routines. They can reduce the appearance of wrinkles and tighten the skin to fight skin sagging. The best part is that consumers can expect results after a few weeks of routine usage.

Serums have continued their impressive 2023 performance in 2024, showing they’re sitting comfortably in the trending ranks. They’ve started 2024 with 823,000 people searching for them.

3. Exfoliators

Woman using a facial scrub to exfoliate

Consumers exfoliate to improve the appearance of their skin. Regular exfoliation frees up clogged pores (and prevents pesky breakouts) and increases collagen production for a youthful glow. These are just a few reasons why consumers need exfoliators in their kits!

However, exfoliators generally fall into two categories: physical and chemical. All exfoliators requiring manual rubbing (and friction) fall under the physical category. Physical exfoliators are quite popular for their ease of access. Usually, they must follow up with serums to prevent irritation and moisture loss.

While physical exfoliation needs mechanical devices (body brushes, motorized brushes, etc.) to remove dead skin cells, consumers can use scrubs with small particles to achieve the same effect. Such products can contain salt or sugar grains, crushed shells, or jojoba beads.

On the other hand, chemical variants eliminate the scrubbing aspect of exfoliating. Instead, they combine chemicals (like hydroxy acids) with enzymes to offer more dramatic results. Typically, chemical exfoliators can contain alpha-hydroxy acids (like glycolic acids, lactic acid, and citric acid), beta-hydroxy acids (salicylic acid), and retinoids.

Both chemical and physical exfoliants are performing excellently in 2024. While chemical exfoliators have raked in 246,000 searches, physical variants have attracted 301,000 in January 2024.

4. Moisturizers

Lady hydrating her skin with a cream moisturizer

The most basic (but trusted) facial care routine involves cleansers, exfoliators, and moisturizers. These products help restore lost moisture and prevent the skin from feeling irritated after rinsing and scrubbing with other products.

Moisturizers usually come in lotions, ointments, cream emulsions, or balms formulated with emollients that serve one purpose: keep the skin hydrated. These products easily seal the skin, locking in the moisture and nutrients from other products.

These facial care products can also protect the skin from environmental irritants. While the primary use of moisturizers is to prevent and hydrate dry skin, they can be used a lot more routinely. For instance, they can help improve the skin barrier with continued use.

In addition, moisturizers can come with anti-aging ingredients to help minimize aging signs. They also help soothe sensitive skin and boost skin tone and texture while keeping it looking firm and healthier. The best part is that using moisturizers over a serum offers the best results.

It seems more people are searching for moisturizers in 2024. Results from Google Ads show interest in these products reached 823,000 searches in January 2024—a 20% boost from 2023’s 673,000 average monthly searches.

5. Eye creams

Woman preparing to use eye cream

Eye creams are like moisturizers, but specifically for the eyes. They often come packed with skin-restoring and replenishing ingredients to help hydrate and reduce puffiness and dark circles. Eye creams also help protect the eye area from UV rays and other environmental aggressors.

These products come with humectants, emollients, or a combination of both. Humectants (like bionic and hyaluronic acid) draw in water from deeper skin layers, while emollients (like glycerin) fill in cracks to make the skin smoother.

Most eye creams also offer anti-aging ingredients to combat crow’s feet, wrinkles, and fine lines. Since manufacturers specifically formulate these products for the delicate area around the eye, they’re usually thicker with more active ingredients than regular facial moisturizers.

Eye creams have also carried over their impressive performance to 2024. These products have maintained their 165,000 monthly searches in January 2024.

Stock up now

The face is receiving much love this year as consumers are gearing up to look their best. The stats don’t lie—hundreds of thousands of potential customers are searching for the right products to start their 2024 skincare with a bang.

Ready to enter the facial care market or stock up on depleted inventories? Focus on cleanses, serums, exfoliators, moisturizers, and eye creams to grab a share of the exploding consumer base in 2024.

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