Product test
TheraFace Pro – the facial massage gun
by Livia Gamper
Skincare booming among younger generations
20.11.2024
Translation: Elicia Payne
The hype surrounding skincare products is reaching new heights. Customers of online retailer Galaxus have bought more face creams, serums and skincare tools in 2024 than ever before – following a significant increase in demand in previous years. Young adults in particular are investing more in facial care and doing so earlier.
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.
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.
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.
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.
Header image: Shutterstock
Tobias Heller
Communications Manager
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