From bargain hunters to digital-savvy spenders, new research has uncovered the client behaviours shaping the skincare market
A new report from global strategy consulting firm L.E.K. Consulting, based on insights from more than 3,500 consumers in the UK, US and France, has mapped eight distinct skincare consumer segments that are set to redefine how brands and professionals approach the market in 2025 and beyond.
A new era for skincare segmentation
The facial skincare market is now worth €31bn (£26.8bn) across the UK, US and France, but consumer behaviour is fragmenting.
The new report says that traditional segmentation by skin type or age no longer reflects how clients choose and remain loyal to skincare brands.
Instead, L.E.K.’s behavioural segmentation highlights that skincare choices are now shaped by identity, values and emotional connection, as much as by efficacy.
This has major implications for beauty professionals and skin clinics when planning treatments, retail product ranges and client retention strategies.
The eight skincare consumer segments
The report's methodology involved surveying over 3,500 skincare consumers across the US, UK and France to understand their behaviours and preferences.
Using advanced data analysis techniques, including machine learning, the researchers grouped consumers into eight distinct segments based on factors like their skincare routines, shopping habits, emotional or functional priorities, and trust in sources like dermatologists or influencers.
This segmentation was enriched with insights from recent industry projects to ensure it reflected real-world behaviours.
The report identified eight behavioural groups:
- Clinical Seekers – Science-led, high spenders (approx. £300-400 annually), loyal to efficacy and expert advice.
- Effortless Quality Enthusiasts – Seek balance between results and pleasure, with mid-to-high spend and omnichannel buying habits.
- Skincare Hackers – Digital natives who experiment with multi-brand routines, spending approx. £260-350 per year.
- Performance Pragmatists – Value performance at a fair price, with streamlined routines.
- Natural Integrity Seekers – Guided by safety, ethics and expert voices such as pharmacists and dermatologists.
- Trusted Touch Ritualists – Loyal, sensorially driven consumers who shop mainly offline and prize texture and familiarity.
- Feel-Good Explorers – Motivated by self-expression and discovery, often influenced by social media.
- The Budget Basics – Minimalist, price-conscious shoppers with simple routines.
Clinical Seekers lead spending but loyalty is fragile
Clinical Seekers represent only 19% of the market but drive 32% of total value. However, they are also quick to switch brands if efficacy or innovation lags.
By contrast, segments such as Trusted Touch Ritualists and Natural Integrity Seekers show lower per-capita spend but far greater brand loyalty – an important factor for professionals looking to build long-term client relationships.
Future growth lies beyond clinical skincare
While clinical skincare has dominated in recent years, the report warns that it is not a guaranteed growth pool. Competition is fierce and loyalty is limited.
Instead, younger, digitally active groups such as Skincare Hackers and Feel-Good Explorers are forecast to fuel future expansion.
These segments are highly engaged with online reviews, social media and new formats, making them important targets for innovative treatments and product launches.
What this means for beauty professionals
For salon owners and skin specialists, understanding these shifting behaviours is critical:
- Segment loyalty vs. spend – High-spending clients are not always the most loyal.
- Emotional resonance – Segments motivated by wellness, sensorial pleasure or ethical trust may provide stronger retention opportunities.
- Digital influence – Younger clients increasingly rely on peer reviews, influencers and online discovery, which can shape expectations when they arrive at the clinic.
L.E.K. concludes that beauty professionals and brands need to align more closely with behavioural segments, not just demographics, to secure sustainable growth in skincare.
To access the full report, click here.
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