2/11/2026

Skincare is no longer just a routine, it’s a values statement.

Clean beauty has transformed from a trend to the basic baseline. Provoke Insights’ latest study of 1,500 U.S. consumers shows that shoppers today demand that products are safe, effective, and aligned with their personal values. Health, wellness, and transparency aren’t marketing fluff anymore, they’re thre rules of the game.

Skincare is universal: 92% of Americans use products like sunscreen or moisturizer, and nearly half bought something in the past month. For women, higher-income shoppers, Asian Americans, and Gen X, it’s more than self-care, it’s a daily ritual that combines wellness and self-expression. Clean skincare fits perfectly into this lifestyle, appealing to those who are health-conscious, environmentally aware, and intentional about their choices.

The ingredient list has become a deal breaker. 60% of users almost always read it before buying, and two-thirds say clean labeling matters. Consumers are actively avoiding harmful chemicals and seeking formulas that protect sensitive skin. “Clean” isn’t a buzzword, it’s a standard shoppers understand and expect brands to meet.

And they’ll pay for it. 84% of Americans say they’ll spend more time on clean skincare, and one in four will do so regardless of price increases. Clean beauty has become a modern luxury, one justified by safety, transparency, and alignment with personal values. Recognizable proof points, like vitamins C and E, dermatologist-tested or hypoallergenic claims, and naturl oils like coconut or jojoba, act as instant trust signals.

The takeaway is clear: today’s clean skincare shopper isn’t buying promises. They’re buying proof and rewarding brands that deliver it.

To learn more about clean skincare and what buyers expect read the full article here.

To explore more Winter Skincare Trends of 2026 visit Provoke Insights’ latest indsutry research and qualitative tools here.