Analyzing the Growth of Skincare Categories in 2025

The post-pandemic skin care market is experiencing a moderation in its growth, though certain areas continue to expand. According to data from NielsenIQ, facial skin care sales rose by 11.1% in dollar sales this year through April 19, a slight decrease from the previous 13.1% growth in 2024. Although some segments, like those during Sephora’s Spring Savings Event, have seen declines, growth is evident among Millennials and Gen X consumers, especially in toner, moisturizer, and eye care products.

Here is a summary of performance across 10 facial skin care subcategories:

1. Eye Creams

   • Dollar sales: +7.8%
   • Unit sales: +15.8%

2. Eye Skin Care (Other)

   • Dollar sales: +6.1%
   • Unit sales: +8.4%

3. Day Facial Moisturizer

   • Dollar sales: +11.9%
   • Unit sales: +10.5%

4. Night Facial Moisturizer

   • Dollar sales: +23.1%
   • Unit sales: +18.8%

5. Facial Skin Appliances

   • Dollar sales: +22.2%
   • Unit sales: -1.3%

6. Facial Toner

   • Dollar sales: +32.6%
   • Unit sales: +34.1%

7. Facial Treatment

   • Dollar sales: +15.1%
   • Unit sales: +19.7%

8. Facial Exfoliator/Scrub

   • Dollar sales: +22.6%
   • Unit sales: +6.1%

9. Facial Cleansing Bar

   • Dollar sales: +24%
   • Unit sales: +6.8%
10. Facial Cleansing Wipes
    • Dollar sales: -0.3%
    • Unit sales: +0.7%

While certain segments show a decline, others reveal significant growth, particularly in moisturizers, toners, and eye care products.