Provoke Insights’ newest research on the skin care market is featured in a recent article in Happi Magazine.

Provoke Insights most recent wave of in-house survey was fielded in March 2022 to understand the state of 15 categories, including skin care. The study aimed to profile typical skin care consumers, discover what they are looking for, and measure their brand loyalty.

The standout findings include:

• Skincare shoppers are mostly female (70%), Millennials (44%), and have children (41%)
• Less than half (47%) of skincare purchasers are only or mostly loyal to their favorite brands
• Most skincare buyers (63%) consider themselves environmentally conscious, and half would pay more for sustainably sourced items