Follow us

Skincare becomes biggest priority for beauty consumers, new study finds

Sophie Smith
28 September 2023

Lookfantastic has revealed that skincare accounts for over 43% of beauty purchases online, following a recent investigation into the spending habits of beauty consumers.

The study found that Londoners are spending the highest proportion on skincare, making up 57% of purchases.

This was followed by Newcastle and Sheffield, where skincare products account for 47% of purchases.

The data also showed Elemis as the most purchased brand on Lookfantastic, with Aesop's Lightweight Facial Hydrating Serum as the most repurchased skincare product.

Other popular skincare products at Lookfantastic include Omorovicza's Deep Cleansing Mask, Elemis' Pro-Collagen Cleansing Balm, Emma Hardie's Moringa Cleansing Balm & Cloth, and Lancôme's Advanced Génifique Serum.


Lookfantastic said social media has accompanied the rise of skincare purchases, with trends such as the clean girl aesthetic, skin positivity and skinimalism encouraging consumers to invest in good skincare.

Social media has also encouraged an increase in skincare education, allowing beauty consumers to access information about products, ingredients and routines before making a purchase.

In addition, the retailer has seen a particular shift from correction to prevention over the last ten years. This includes the use of retinol, hyaluronic acid and sun protection, with online searches for ‘SPF’ up over 338% between 2013 and 2023.

Sheeva Fallahi, Head of Campaign & Content at Lookfantastic, said: "Although there has been a significant change in consumer habits due to inflation, many buyers are still spending money on skincare products with a particular interest in products that are trending across social media.

"Take the Elemis Pro-Collagen Cleansing Balm as an example, as it went viral across TikTok with influencers reviewing the product, purchases shot up on Lookfantastic as people rushed to try the product.

"There are a few influences that are impacting skincare spending habits, with recurring purchases also being down to effective results. In addition,  brand loyalty is contributing to spending habits and this seems to increase as popular creators are sharing their love for particular brands."

The study follows the launch of Lookfantastic's Dermatological Skincare Hub earlier this year, allowing customers to explore products tailored to their specific needs. It is also designed to provide customers with education, guidance and understanding for their skincare journey.

As part of this, consumers can book one-to-one 30-minute consultations with the retailer's in-house pharmacist, or use a live chat function to ask questions to its team of beauty advisors.

Free NewsletterVISIT