While most U.S. female beauty buyers believe their facial skin is in good condition—65% rating it as “somewhat healthy” and 23% as “very healthy”—a remarkable 84% still turn to skincare products to stave off issues or at the first sign of skin concerns. According to The Benchmarking Company’s August 2025 primary study of 3,460 female beauty and personal care shoppers, women are not only proactive about facial skincare but are also paying closer attention to scalp health, an area often overlooked in traditional beauty routines. This exclusive infographic highlights today’s top consumer concerns across facial skin, body care, and scalp health, while revealing how scalp care is quickly becoming as essential as skincare. It also explores the go-to products women rely on daily and the innovative beauty solutions they’re eager for brands to deliver next—insights every beauty and personal care brand needs to stay ahead in this evolving market.
55%
are curious about different skin and scalp solutions
(while 42% are downright excited to find those solutions!)
The Hunt Is On
• 93% would likely try a product that claims to improve her skin or scalp in a new way
• Just 59% are somewhat-to-very satisfied with current solutions they use to combat facial skin concerns
• 52% are somewhat-to-very satisfied with current body care products
• Only 42% are somewhat-to-very satisfied with their current scalp products
Top Skin & Scalp Woes
Facial Skin
• 66% fine lines and wrinkles
• 49% dry skin
• 43% hyperpigmentation or dark spots
• 43% clogged pores
• 40% dark undereye circles
• 38% acne
Scalp
• 45% itchy scalp
• 41% hair thinning or hair loss
• 41% dry scalp
• 30% flaking or dandruff
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