US female beauty buyers feel their facial skin is somewhat healthy (65%) to very healthy (23%), and 84% eagerly purchase skincare products to address specific troubled skin issues when they do arise, according to The Benchmarking Company’s August 2025 primary online study of 3,460 female and 239 male beauty and personal care buyers.
This study uncovers the concerns consumers currently experience with their facial skin, body skin, and scalp, the products they’re using now to combat them, and the innovative solutions they’re seeking from the beauty and personal care industry to help solve them. As females represent the majority of respondents, data will largely reflect the female point of view but will highlight gender response differences of note.
Her Problem Skin POV
Living with troubled facial or body skin makes females feel self-conscious (60%), frustrated (56%), curious about different solution possibilities (55%) and excited to find that solution (41%). While 49% are somewhat satisfied with the products they use on their face, 29% feel neither satisfied not unsatisfied – a “meh” reaction – when contemplating the efficacy of their current regimen. Nine percent (9%) feel very satisfied, 10% feel somewhat dissatisfied and 2% feel very dissatisfied.
When she’s seeking solutions to facial or body skincare problems, what matters most to her purchase decision are proven efficacy in the form of consumer/clinical claims (46%), fast results (34%), dermatologist tested or recommended (33%), and value for the money (31%). While a product’s ability to deliver multi-use benefits is important to 18% of women, only 9% of male respondents found multi-use to be important.
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