Brits are spending an average of £238 a year on skincare products, yet many do not fully understand what they are buying, according to a new poll of 2,000 adults. The survey, commissioned by Nivea, found that the typical bathroom cabinet contains eight different items, including moisturisers, serums, and under-eye creams, all in pursuit of glowing skin. However, three in 10 adults are not confident they understand what different skincare products are for, and this figure rises to 46% when it comes to understanding ingredients and their functions.
Millennials Lead Skincare Spending
Millennials are the biggest spenders, shelling out around £358 a year on skincare products, or roughly £29.80 per month. Gen Z follows closely, spending £27.26 per month, equivalent to £327 annually. In contrast, Boomers spend just £9.60 per month, totalling £115.20 a year. The average adult spends £19.87 per month restocking their skincare items.
Despite the high spending, 20% of adults admitted they own products they rarely use. The top unused items include suncream, facemasks, lip balm, foot creams, hand creams, and body lotion. A quarter of these respondents blamed impulse purchasing, while another quarter simply forgot they owned the products. Additionally, 14% said they fell for a ‘good deal’ while shopping, only to realise later they did not need the item.
Price Over Ingredients
Price is the most important consideration for 69% of consumers when buying skincare, followed by brand reputation (39%) and ingredients (38%). While 20% of adults believe they get the best results from expensive skincare, 18% feel the same about more affordable options. Interestingly, 35% of those polled were pleasantly surprised by the quality of a more affordable skincare option.
A spokesperson for Nivea, which partnered with Vicky Pattison for its Daily Essentials range, said: “The skincare market can feel overwhelming, and while it's great to find specific solutions for specific concerns, sometimes less genuinely is more. What might surprise people is that you don't need to spend a fortune to access genuinely premium ingredients backed-by-science.”
Dermatological Research and Affordable Quality
The spokesperson added: “We've invested heavily in dermatological research and development to ensure our Core Skincare range delivers the same quality ingredients you'd find in luxury skincare, including hyaluronic acid and SPF 30. Being skin savvy not spenny means believing that excellent skincare should be simple, affordable, and actually effective, particularly in today's cost-of-living climate.”
Vicky Pattison commented: “It's easy to assume the priciest skincare option is the best, and I used to think the same but that's simply not true. By switching, I’ve really noticed how active ingredients genuinely work, especially when it comes to my skin feeling hydrated, fresh, and smelling great too. So, it’s my mission to get people to make the same switch I did so they no longer need to break the bank to get the best results for their skin.”
Top 10 Products Owned but Rarely Used
- Suncream / after-sun lotion
- Facemask / sheet mask
- Lip balm
- Foot cream / mask
- Hand cream
- Body lotion
- Exfoliator / body scrub
- Face scrub
- Shaving gel/foam
- Moisturiser
