Journal.

The global skincare industry, valued at an estimated $186 billion as of 2024 [Statista], is always on the move. It's a fast-evolving consumer sector shaped by constantly shifting cultural views on care, beauty and luxury, alongside advances in science and technology. 

Skincare acts as a reflection of changing ideas and rising expectations. As the industry pushes towards premiumisation, and price points rise ever-higher, consumers are investing more money and energy in their routines — with the US Census and Simmons National Consumer Survey reporting that the average consumer spends $322.88 annually on skin products. 

With this escalating personal investment, people naturally expect tangible results that they can see and feel. How do brands promise effectiveness? 

Here are three ways skincare claims are adapting to meet consumer expectations. 

From Authoritative Expertise to Empathetic Explanation 

The days of mysterious scientific jargon and doctor-backed statements without context feel like an increasingly out-of-touch coding of skincare efficacy. Today, the language of skincare claims takes on a more user-friendly approach. Brands are in the process of demystifying their offer – centring explanations that are easy to understand, without dumbing down. This shift is about building trust with consumers – combining impressive scientific evidence with an empathetic tonality – spelling a fundamental dismantling of the age-old category binary between cold expertise and warm amateurism. 

Though The Ordinary represents stark clinical science (as coded through its stripped-out visual brand language and obsession with pipettes), it blends this high-science coding with straightforward, no-nonsense product names like "The Pink One." Plain-language product descriptions go on to outline ingredient profile and how they work, avoiding overcomplicated scientific jargon while still maintaining innovation-forward clinical credibility. 

From Overblown Transformation to Realistic, Everyday Improvements 

Skincare marketing has often over-relied on overblown promises of 110% improvement or flawless skin transformations. Today’s consumers, empowered by social media and their access to peer-led information, are savvier and more sceptical of such audacious promises. More brands are embracing the power of ‘good enough’ by emphasising smaller, more plausible results. The narrative has shifted around incremental and everyday improvement (such as ‘increasing skin comfort’, or improving hydration by a modest percentage) rather than promising radical overhauls. This approach aims for long-term consumer buy-in, rather than a short-termist (and essentially high-stakes) focus on perfection. 

Tatcha, refusing to make any ‘anti-ageing’ claims, underscores the important of age-acceptance by instead highlighting the concept of ‘skin longevity’ - promoting long-term health and skin resilience over impossible quick fixes. 

From One-Size-Fits-All to Deeply Personal 

Skincare is increasingly shifting towards personal solutions, driven by advances in technology and a deeper understanding of individual skin needs. Brands are moving away from one-size-fits-all thinking, recognising that a blanket solution may not work for everyone (‘Because skincare works best when it suits your skin type’ – Paula’s Choice). Instead, we see an emergent embrace of customised products and tailored claims, focusing on diagnostic tools, prescription-based formulations and tailored solutions that can cater to each person’s specific needs.  

Atolla (Function of Beauty’s skincare offer) takes a data-driven approach to create customised skincare products. Combining AI technology with an at-home skin test to measure things like oil levels, moisture, and pH, customers receive a personalised serum based on their skin profile, which can be adjusted over time as needs change. 

This adaptive and tailored approach signals a new - and perhaps increasingly credible - future for skincare claims.