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Summer Skincare: Trends, Market Shares, and Emerging Brands

As summer arrives and temperatures rise, the U.S. skincare market experiences significant changes. Consumers show a preference for products that provide protection, hydration, and treatment for sun-exposed skin. Here is a detailed overview of the top summer skincare products, their market shares, and emerging trends.

Popular Summer Skincare Products and Market Share

During the summer, certain skincare products become more popular due to their ability to protect and nourish the skin in warmer, sunnier conditions. Based on recent sales data:

  • Face Moisturizers: These dominate the summer skincare market, accounting for approximately 22% of total category sales. Many of these products combine benefits across categories, incorporating SPF for added sun protection.
  • SPF Creams: Essential for sun protection, SPF creams make up 9% of summer skincare sales. They are crucial in preventing sunburn and long-term skin damage.
  • After-Sun Lotions: With the rise in temperatures, after-sun lotions become increasingly popular, constituting 6% of sales. These products help soothe and repair sun-exposed skin.
  • Face Mists and Toners: roviding hydration and refreshment, face mists and toners capture 4% of the market. They are particularly favored for their cooling effects on hot days.

Top-Selling Skincare Products

Several product types stand out across the entire skincare category due to their high market shares and trending sales:

  • Face Creams and Moisturizers: Leading the category with nearly 40% of sales, face creams and moisturizers are the top-selling skincare products. Their versatility and essential benefits for daily skin health contribute to their dominance.
  • Anti-Aging Creams: Accounting for 12% of sales, anti-aging creams are showing substantial growth, highlighting the demographic shifts in the aging population.
  • Cleansers, Face Washes, and Acne Treatments: Each product type makes up about 3% of category sales, highlighting their consistent demand for maintaining clear and healthy skin.

Emerging Skincare Brands and Trends

Evidnt takes pride in identifying trending brands and helping others discover trends in their categories faster. We highlighted the tremendous growth of brands like Cosrx earlier this year based on last year’s sales data. These brands have become so popular that they are now driving knockoff sales on e-commerce marketplaces.

Several new brands and products are gaining traction and are expected to continue to trend:

  • Cosrx: This Korean brand is rapidly growing due to its effective social media presence and expansion of its distribution across both big box and smaller retailers.
  • Anua and Peach & Lily: These Korean skincare brands are rapidly gaining popularity in the U.S. and are known for their innovative products and effective skincare solutions.
  • Valitic: A Japanese brand that is making significant strides and becoming a favorite among consumers looking for high-quality skincare.
  • Probiotic Skincare:  Brands like Tula are leading the trend in probiotic skincare, offering products that promote a healthy skin microbiome.
  • Good for Earth Brands:  Versed Skin products are gaining attention for their eco-friendly approach and effective skincare solutions. These brands are carving a niche by prioritizing sustainability.

Where Consumers Buy Skincare Products

The distribution of skincare product sales highlights the variety of channels through which consumers purchase their skincare essentials:

  • Supermarkets and Pharmacies: Leading with 34% of all sales, these locations are the primary sources for skincare products, offering convenience and accessibility.
  • Cosmetic Stores: Accounting for 23% of sales, cosmetic stores are preferred for their specialized selections and knowledgeable staff.
  • Online Sales: Making up 16% of the market, online sales are growing rapidly, driven by the convenience of shopping from home and the wide availability of products.
  • Department and Big Box Retailers: These stores capture about 10% of sales and offer a wide range of skincare products.
  • Specialty and Services Retail Locations: Although smaller at 6%, this segment is growing nearly twice as fast as others. Emerging DTC brands are expanding into physical retail locations, particularly beauty and hair salons.


The skincare market continues to evolve, with seasonal trends and emerging brands reshaping consumer preferences. Understanding these trends and market shares helps brands and retailers adapt to changing demands and capitalize on new opportunities. Skincare brands can thrive in this dynamic market by leveraging unique data insights and staying ahead of trends.

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