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At SkinStore, we wanted to find out the biggest products and trends in the industry right now to name the best skincare products and brands in the country, helping us see where the growth may take us in the coming years.
The U.S. is the most invested country worldwide in skincare
Not only is there a huge U.S. interest in skincare, they’re also willing to invest in it. An estimated $18.7 million is set to be spent by Americans on their skincare regime throughout 2021, with a predicted growth of 5.01% year on year making them the biggest generator of revenue in the industry.California is the state most invested in their skincare routine
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Rank | State | Yearly Increase | Favorite Product | Weighted Monthly Searches |
1 | California | 61% | Cleanser | 118,279 |
2 | Texas | 50% | Cleanser | 50,167 |
3 | Florida | 36% | Anti-aging | 27,425 |
4 | New York | 52% | Hand Cream | 26,776 |
5 | Illinois | 53% | Cleanser | 10,029 |
6 | Pennsylvania | 68% | Moisturizer | 86,613 |
7 | Ohio | 65% | Serum | 61,725 |
8 | Georgia | 56% | Exfoliator | 60,518 |
9 | North Carolina | 52% | Anti-Aging | 60,260 |
10 | New Jersey | 80% | Moisturizer | 50,986 |
Hand cream, lip care and face tools among the biggest skincare trends of 2021
We wanted to find out the skincare products that have jumped in popularity over the last year, based on what Americans are searching for.![](https://static.thcdn.com/images/v2/app/uploads/sites/36/2021/03/Final2_1615916883.jpg?width=700)
Vitamin C serum is the skincare product of 2021
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Our research found that vitamin C serum is the skincare product of 2021, with over 1,479,630 searches in the U.S alone. The product has grown in popularity thanks to its versatility for every skin type, while vitamin C antioxidants provide advanced environmental protection. Serums that feature vitamin C hydrate brighten and evens skin tone while protecting skin from premature aging, wrinkles and loss of firmness. The perfect all-rounder!
Acid products are also more popular than ever, with products featuring acid jumping 53% in popularity since last year.Classic serum, toner and retinol are America’s all-time favorite skincare products
Product | Searches | Yearly Increase % |
Serum | 3,000,110 | +49% |
Toner | 2,267,600 | +32% |
Retinol | 2,243,610 | +61% |
Moisturizer | 2,073,400 | +77% |
Cleanser | 1,944,740 | +59% |
Skincare products have seen incredible growth in popularity in the U.S. over the past few years, with face products from every step of our skincare routines taking the lead as the favorite products.We analyzed interest in different products to find that serums are American’s favorite type of skin care. This type of product is popular due to its ability to truly penetrate the skin and hydrate on the deepest level. The lightness of the product allows it to be used as a stand-alone solution for someone with oilier skin, or used under a moisturizer for someone with normal to dry skin.With slightly fewer searches at 2,267,600, toner is the second favorite product in the U.S. This product has so many benefits, from being more effective than a face wash, restoring your skin's pH level and smoothing skin, to improving your skin tone and the appearance of pores. Retinol is the third favorite, bringing in 2,243,610 searches. This product is a popular choice as it boosts the amount of collagen your body makes and plumps your skin, cutting down fine lines and wrinkles. It also improves skin tone and color and reduces mottled patches, making it a perfect all-rounder. Moisturizer ranks fourth in the U.S. This product forms an important step in your daily skincare routine, from maintaining your skin's healthy cells to protecting it from irritation. By moisturizing, you can reduce the chances of a number of skin problems arising.The fifth favorite product used by Americans is cleanser. This has recently overtaken the traditional face wash as a more effective way of removing dirt, oil and pollution from your face. It is also more moisturizing and hydrating than your typical face wash.
Every state’s favorite skincare product
The skincare industry is growing, but every user has their staple products. We wanted to find America’s favorites.We looked at the number of Google searches of over 20 types of staple skincare products to find the most prized skincare product in each state.![](https://static.thcdn.com/images/v2/app/uploads/sites/36/2021/03/Final_1615917234.jpg?width=700)
Americans are glow getters
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Trends show that many Americans are seeking to achieve a ‘glowy’ look, with shoppers in the U.S. purchasing 3.2x more products that have the word ‘glow’ in them. Facial products such as salicylic acid and mists are marketed as the key to achieving such a look, while facial tools are used to achieve a natural glow by promoting product absorption and healthy skin.
The Ordinary is America’s favorite skincare brand by a landslide 2.4 million
We analyzed interest across the country to officially name America’s favorite skin brand.Brand | Searches | Yearly Increase % |
The Ordinary | 6,943,140 | +71% |
DHC | 4,536,100 | +60% |
La Roche-Posay | 2,148,310 | +72% |
Bioderma | 1,056,950 | +16% |
Skinceuticals | 923,530 | +53% |
Taking top place is Deciem’s ‘The Ordinary’, which burst onto the skincare scene in 2016, changing the industry as we knew it and raising new generations as ‘skintelligent’ consumers. The skincare industry now focuses on ingredients, with Americans wanting to know exactly what ingredients they’re putting on their skin, what each one does, and which products to find them in for an affordable price.
DHC is a Japanese skincare brand with a similar theme. This brand boasts a science-backed focus on combining the best in eastern skincare technology with simple, botanical ingredients to help deliver the most effective products to you and your complexion.
The third most popular skincare brand in the U.S is La Roche-Posay, a French pharmacy brand whose products are well known for their simple, sensitive, skin-friendly formulations. Consistently recommended by dermatologists, their products are suitable for treating all skin types.
Bioderma is the fourth most popular skincare brand, offering a complete, well-formulated range of products for all different skin types including sensitive, oily, combination and dry. This brand prides itself on ecobiology, which focuses on preserving and strengthening the structure of the skin.
Skinceuticals is the fifth most popular brand in the U.S. Known for its specially formulated products, Skinceuticals’ range uses advanced ingredients to solve skin problems by helping repair damage to the skin caused by the sun and pollution.
Interest in male skincare is growing by 400%
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Inspired to up your skincare game?
Feeling like you want to up your skincare game? Our skin care products will make sure you’re keeping up to date with all the latest skincare trends and favorites such as facial tools, serums, and moisturizers.
Many skincare brands are now focusing on science-backed, advanced ingredients to tackle skin problems. Learn more about the different causes of skin problems and how certain ingredients can benefit your skin to find the perfect products for you from our blog.
Methodology
Different statistics included in the report were found from a variety of sources including:To find the global comparisons, we compared search terms relating to ‘skincare’ and ‘skincare routine’ to find out which countries are the most invested in taking care of their skin. We then did the same per state to find the most invested citizens across the country. To make the searches fair in comparison to popularity, we analyzed Skincare searches by using a weighted average using population to account for larger states.
To find the most popular type of product in every state, we gathered a list of the most popular skincare products in America and analyzed the interest and Google searches of each one in every single state to find which product is the most popular across the country.Photos by Sora Shimazaki, cottonbro, and others from Pexels![SkinStore Editors View SkinStore Editors's profile](https://static.thcdn.com/images/v2/app/uploads/2022/11/0524_THG0032941_SS_July_SHOT61_396_1649973603_1669809627.jpg?width=200)