Looking ahead to 2023: Ten Skincare Trends Shaping Consumer Behaviour

As the skincare industry continues to evolve, it's important to stay informed about the latest trends and innovations. It can be difficult to keep up, so we put together the top ten trends we're seeing in the future of skincare.


As there has been an increase in environmental awareness among consumers, there has been increasing motivation for buying “green” skincare or environmentally conscious products. This encapsulates not only sustainable sourcing of ingredients, but also product manufacturing, and packaging. This most often looks like recyclable packaging, but there has also been an emergence of refillable packaging and return and reuse programs. These programs allow consumers to return their empty containers and bottles for refills or reuse. Greener ingredients themselves lead us to the next trend on the list.  


Consumers are seeking products with a few key ingredients to incorporate into their routine, rather than products with overly complex formulations. There is also a preference for a simpler routine with a few key products. Limiting ingredients helps individuals reduce the risk of irritation or adverse reactions to the products, and easily identify which ingredients may be responsible for such reactions. This can be difficult if the products the consumer is using have a long list of ingredients. The inverse is also helpful, where using products with a few ingredients can help consumers identify which ingredients are actually working for them.


In this digital era, information is readily accessible to consumers, and many are now seeking to make informed decisions about their skincare. Consumers will shift towards purchasing products geared towards their unique skincare needs. Already, there are distinctions between products such as moisturizers and cleansers based on skin type (dry, oily, combination, etc.) on the market. In the future, there will be an increased shift towards customizable products where clients can buy products geared towards their skin type, skin conditions, and other skincare goals (brightening, anti-aging, hydrating, etc.).

Brand Transparency

Consumers are increasingly aware of environmental impacts and curious about ingredients and the production process. Consumers are becoming more educated about skincare, harmful versus beneficial ingredients, and the wider global impacts of purchasing any products. As such, consumers turn to brands that are transparent about how they source their ingredients, the ingredients used, cruelty-free status, and environmental impacts or carbon footprints. Brand transparency also helps build trust and a relationship between a brand and the consumer.


The development of more inclusive and diverse product ranges that cater to the specific needs and concerns of individuals with melanated skin. This includes the use of ingredients that are beneficial and safe for melanated skin, such as hyaluronic acid, niacinamide, and vitamin C. It also involves creating a wider range of shades for foundations and other makeup products, to better match the diverse range of skin tones.


Skincare can be thought of as a form of self-care, and there is an increased prevalence of the concept of wellness in the skincare industry. As a result, there has been an increase in skincare products advertised for males as well, showcasing the idea of “skincare for all”. Research has also shown that maintaining a skincare routine can be beneficial for one’s mental health. Our skin health interacts closely with many other aspects of our internal health, but even simply having an established skincare routine can help improve mental health. Routines provide stability in one's day and can be a transition period where one can mentally prepare for the day ahead, or unwind in the evening.


Cannabidiol, or CBD, is a non-psychoactive compound found in cannabis plants that have been shown to have several potential health benefits. In the skincare industry, CBD is being used in a range of products, from facial oils and serums to face masks and creams. It is thought to have anti-inflammatory properties and may help to reduce the appearance of redness and irritation, making it an appealing ingredient for people with sensitive or troubled skin.


Pollution is a major concern for many people, as it can have negative impacts on both the environment and our health. In response to this, there is a growing trend toward the development of skin care products that are specifically designed to protect against pollution. These products often contain ingredients that help to neutralize the harmful effects of pollution, such as antioxidants and detoxifying agents.

smart devices

Another trend that is likely to shape the future of skincare is the use of smart devices to deliver targeted treatment at home. These devices often use advanced technologies, such as LED light therapy or ultrasound, to stimulate collagen production, improve circulation, and boost the effectiveness of skincare products. For acne-prone skin, we recommend using a high-frequency device.


Consumers will continue to seek information and education about skincare. Brands that invest in education and empower their consumers to think critically will undoubtedly grow their community.  This includes providing information and resources on specific skincare needs and concerns as well as the best practices for maintaining healthy, radiant skin. It also involves promoting the importance of self-care and self-love and encouraging people to prioritize their own skincare needs.