Sales of face oils grew by 30.8% in 2015 as the growing popularity of cleansing and other oils is driving growth in the prestige skincare market, NPD Group reported today.

The category accounts for just 1% of the overall women’s prestige skincare category – which was valued at £2.4 billion – but was still worth £4.9 million in 2015. NPD groups together oils for moisturisation, anti-ageing, cleansing and shaving in the category, and reported that it had doubled in value in four years from £2.3 million in 2011.

Elemis’ Nourishing Omega-Rich Cleansing Oil was a key launch in the category last year, though the total number of new launches was just 15, according to NPD Group. The total number of units sold across the category was up by 37.7% against the average price per unit, which saw a slight decline.

Shaving oils have proven popular with men, with reported sales in the emerging treatment shave products for men category of £4.7 million in 2015, growing 20% on 2014.

The popularity of face oils has sparked an offshoot into colour cosmetics, with brands including Clarins taking oil-based formulas into make-up with its Instant Light Lip Comfort Oil. NPD predicts that this trend is likely to continue into other market sectors.

Teresa Fisher, senior account manager at NPD UK Beauty, commented: “The recent growth in the face oil market is important in a number of ways. Firstly, it’s boosting the prestige skincare market by increasing sales, and it also demonstrates the enthusiasm with which consumers adopt new rituals into their skincare regime. 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.”