The human skin is fascinating, capable of shedding dead cells every 28 to 30 days to make way for new ones. However, some cases may see these dead cells overstay their welcome, resulting in consumers having flaky skin and an uneven texture.
While that sounds like something out of a horror movie for beauty-focused individuals, it has an easy solution: exfoliation. Facial scrubs are one of the most popular (and effective) exfoliators available today.
But with this immense popularity comes a scary variety that makes it tricky to choose the best ones for target consumers. Luckily, this article will shed some light on what businesses must look for when selecting facial scrubs in 2024.
Table of Contents
Is now a good time to enter the facial scrub market?
3 factors to consider when purchasing facial scrubs
Do consumers need other products with facial scrubs?
Final words
Is now a good time to enter the facial scrub market?
According to reports, the global facial scrub market had a US $1.7 billion value in 2022. However, marketing experts project the market will touch US $2.8 billion by 2031, growing at a 5.2% compound annual growth rate (CAGR) over the forecast period.
The market is booming due to rising awareness of the importance of skincare, the increasing popularity of natural and organic products, and the growing prevalence of DIY beauty.
North America is the largest facial scrub market, followed by Europe, Asia-Pacific, Latin America, the Middle East, and Africa. The increasing awareness of skincare benefits also drives the regional market’s growth.
3 factors to consider when purchasing facial scrubs
1. Mode of action (type)
Exfoliation is simple. All it does is give the skin a nudge to shed skin cells faster and more efficiently. But unlike other physical exfoliants, face scrubs combine abrasion and chemical ingredients to provide the best results.
The physical side of face scrubs helps smooth the skin instantly by focusing on the visible skin layers. They often contain abrasive materials, like ground apricots, sand, and silicone microbeads, that require interaction and friction to rid the skin of flakiness or uneven texture.
On the other hand, the chemical side targets the deeper layers of the skin while consumers scrub. These ingredients add antibacterial, anti-inflammatory, and collagen-boosting benefits to face scrubs, allowing them to accommodate different skin types.
However, if target consumers want more of the scrubbing action, businesses can stock up on more physical-focused face scrubs. While consumers who focus more on ingredients in their beauty products will gravitate toward scrubs that combine physical and chemical exfoliants.
2. Consumer’s skin type
The consumer’s skin type is the most important aspect when stocking up on facial scrubs. Although manufacturers don’t label facial scrubs according to skin compatibility, some are more appropriate for certain skin types. For instance, consumers with sensitive skin can’t use the same face scrubs as those with oily skin.
Dry skin needs water-soluble ingredients, while oily skin prefers oil-soluble ingredients in beauty products. Some face scrubs target aging signs and acne effectively, too. So, knowing the target consumer’s skin type can help sellers pick the right scrub for them.
| Consumer skin type | Idea facial scrub |
| Oily skin | Consumers with oily skin have higher chances of suffering acne and blackhead breakouts. They can use more hardcore scrubs since their skin produces too much sebum. If these are the targets, sellers must look for face scrubs with tea tree oil or salicylic acid. On the physical side, look for walnut scrubs with moderate exfoliating granules. |
| Dry or sensitive skin | Consumers with dry or sensitive skin need products that don’t strip away their natural moisture. So, if sellers target such consumers, they should opt for face scrubs with hydrating properties. Go for apricot face scrubs with ingredients that repair and moisturize the skin while exfoliating (hyaluronic acid, jojoba oil, and shea butter are top picks). Avoid face scrubs with harsh chemicals like salicylic acid, as they’ll only worsen the dryness problem. |
| Combination skin | Since combination skin has various oily and dry patches, they’ll need scrubs with a perfect balance of ingredients. Businesses must stock up on face scrubs containing hydrating agents like aloe vera and chamomile. Such ingredients will help exfoliate the skin gently, ensuring it stays moisturized without being excessively dry or oily. |
| Normal skin | Consumers with an average of generally balanced skin have wider face scrub selections. They can use scrubs with powerful yet gentle exfoliants (like walnuts or apricot seeds) and choose between cooling gel or cream-based scrubs. |
3. Product’s concentration
Like coffee, every face scrub has strength. Consumers with sensitive skin prefer mild scrubs, while those with more tolerant skin prefer stronger exfoliants. Remember that face scrubs combine physical and chemical exfoliants, meaning they have concentration levels for each side.
The type of exfoliant used in scrubs determines their physical contraction. For instance, perfectly round jojoba beads are mild, while exfoliants like crushed pumice, sand, and sugar are strong.
Facial scrub chemical concentration is more straightforward. The more chemical percentages the formula has, the stronger the effects.
- For instance, some face scrubs can hold up to 2% salicylic acid (BHA), which can penetrate deep into the skin at that level. Salicylic acid is harsh, meaning concentrations higher than recommended may harm consumers.
Face scrubs with a 2% salicylic acid concentration can help balance oil production and work with other ingredients (like charcoal and Kaolin clay) to help combat acne-prone skin.
- In contrast, face scrubs can hold up to 30% AHAs (alpha-hydroxy acids) like glycolic acid. However, 14% or less is a more common concentration for these chemicals.
Do consumers need other products with facial scrubs?
Facial scrubs make the skin more sensitive than usual. Since they use physical abrasion, scrubbing can leave the skin with less moisture and make it more susceptible to environmental irritants like UV rays.
That’s why consumers will need other products with their face scrubs. They’ll need cleansers to remove any remaining dirt, toners to restore the skin’s pH balance (and remove residual exfoliators), serums to provide nutrients and antioxidants, and moisturizers to hydrate and protect the skin.
The best part is that this opens more opportunities for businesses to create value on special occasions or gifting seasons. All these products can make an irresistible exfoliation set and even be the perfect way to ease beginners into beauty regimens.
Final words
Skincare is exploding in 2024! Even men are now sticking to some kind of beauty routine to keep their skin looking fresh and great (but women still dominate the market!). Facial scrubs are integral to these beauty regimens, as many consumers prefer using them for exfoliation.
The numbers don’t lie! Facial scrubs started in 2024, with 201,000 people searching for them (based on Google Ads). However, selling these products needs much consideration to avoid selling the wrong product and making consumers angry.
So, before jumping into the face scrub market, consider the product’s mode of action, ingredient concentration, and target consumer’s skin type. It’ll help point toward the perfect scrubs for more sales in 2024.
