The growing popularity of face oils is driving growth in the prestige skincare market in the UK, according to the NPD Group. The women’s face oil market was worth £4.9 million (EUR 6.2 million) in 2015, and whilst this category accounts for just 1% of the total prestige women’s skincare market, it reported double digit growth in 2015 where it increased by 30.8% compared to 2014.
“This demonstrates that innovation is key to the development and growth of new categories within skincare, it also reveals that there is real opportunity for further growth,” says Teresa Fisher, Senior Account Manager, NPD UK Beauty.
Category doubled size in four years
Actually, the face oils category (which includes: facial moisturisers, facial cleansing oils, anti-ageing beauty oils) is among the most dynamic ones in the United Kingdom. The market of women’s face oils has grown from £2.3 million in 2011 to £4.9 million in 2015, doubling in size in just four years.
Treatment shave products for men, an emerging category reported sales of £4.7 million in 2015 growing 20% on 2014, demonstrating that men have adopted oils for shaving preparation as part of their daily shaving ritual.
Existing lines and new launches
According to NPD, the market for prestige face oil products has been fuelled in part by the increased awareness of the product category. New launches in the facial oil sector in the past year include Elemis Nourishing Cleansing Oil, Bare Minerals Mineralixirs, Clinique Smart Treatment Oil and Kiehl’s Daily Reviving Concentrate.
However, the number of new product launches for face oils in the UK was just 15 in 2015, compared to the number of launches in the serum sector which was 45. Indeed, the serum market is more mature with sales of £49 million in 2015.
Nevertheless, The NPD Group considers the face oils market presents a huge opportunity for brands. Furthermore, the trend for facial oils has extended beyond skincare to include new product launches in the make-up sector with Clarins Instant Light Lip Comfort Oil, Lancôme Juicy Shaker, Smashbox Photo Finish Primer Oil and YSL Rouge Volupte Tint in Oil.
Best-selling face oil products in the UK in 2015 (alphabetical order)
Bobbi Brown - Soothing Cleansing Oil 200ml
“We are witnessing a new consumer who is increasingly turning to their peers for advice on products and take the lead from social media and bloggers. As a result they are willing to try new products and innovations, incorporating them into their beauty ritual,” Teresa Fisher concludes.