In May 2026, The Benchmarking Company asked 4,000+ U.S. female beauty buyers about the cosmetic procedures they’ve had, the skincare they use before and after treatments, and what they expect from specialty skincare products designed to support recovery and results.
Procedures Trending Younger
Younger Consumers Are Driving Cosmetic Procedure Growth
- 28% of all women surveyed had a cosmetic procedure in the past 5 years
- 32% of Millennials and Gen Z respondents reported having procedures
- 28% of Gen X respondents reported procedures
- 18% of Baby Boomers reported procedures
Her Most Common Non-Surgical Procedures
- 49% Manual hair removal (waxing, threading, dermaplaning)
- 33% Botox® or neurotoxin injections
- 19% Laser hair removal/Laser services/LED face masks (tied)
- 16% Lash lift/tint/Brow laminating/tinting (tied)
- 15% Microdermabrasion /Fillers such as Restylane, Juvéderm (tied)
Top Surgical Procedures
- Breast augmentation
- Body contouring
- Liposuction
- Tummy tuck
- Rhinoplasty
- Face lift
Cosmetic Procedures and Skincare Are Now Deeply Connected
Today’s beauty consumer sees skincare as:
- A recovery tool
- A maintenance strategy
- A way to extend expensive treatment results
- A premium investment in long-term skin health
Brands that combine soothing ingredients, clinical and consumer credibility, dermatologist alignment, and proven claims are best positioned to win in the growing specialty skincare market.
At-Home Skincare Becomes Part of the Protocol
Procedures Influence Product Purchases
- 34% say cosmetic procedures influence the skincare products they buy
- 46% of Gen Z procedure users say specialty skincare plays a significant role
- 51% pay the SAME amount for specialty skincare as their normal skincare products
- 43% pay MORE for specialty pre/post-procedure skincare
She’s Used Specialty At-Home Products Before or After…
- 84% microneedling
- 83% chemical peels
- 81% blepharoplasty
- 80% face lifts
- 66% tummy tuck
- 65% laser hair removal
Most Used Pre- & Post-Procedure Skincare Categories
- 77% gentle cleansers
- 71% moisturizers
- 68% healing/repair lotions
- 64% sun protection/SPF
- 52% special serums
- 36% balms
- 22% masks
Goal: Extend Results & Recover Faster
Consumers use specialty skincare products to:
- Maintain results between treatments — 50%
- Extend benefits of procedures — 49%
- Prepare skin before treatments — 25%
- Reduce downtime — 17%
Procedure Support Usage
- 19% use post-procedure skincare specifically to enhance results/recovery
- 16% use BOTH pre- and post-procedure skincare
- Younger consumers are more likely to use both pre- and post-procedure skincare
Top Benefits Consumers Seek
(BRAND OPPORTUNITY)
- Accelerate healing and repair
- Calm and soothe skin
- Provide gentle, non-irritating care
- Protect procedure results
- Reduce visible downtime
Downtime Matters
Even Minimally Invasive Treatments Create Recovery Concerns
Longest Recovery Procedures
Typical downtime lasting 5–6 weeks:
- Breast lift/reduction — 48% say it takes 5-6 weeks
- Tummy tuck — 47%
- Butt lift — 36%
- Breast augmentation — 34%
Shorter Downtime Procedures
Typical downtime lasting 1–3 days:
- Chemical peels — 35%
- Microneedling — 35%
- Fillers — 30%
- Botox® — 23%
- Cosmetic dermatology — 28%
Brands She Uses — Ingredients She Wants
Top Specialty Skincare Brands Used
- La Roche-Posay — 29%
- The Ordinary — 22%
- Dermalogica — 22%
- SkinCeuticals — 21%
- EltaMD — 18%
- Alastin/Avene — 13%
Purchase Channels
- 43% buy through BOTH doctors and traditional retailers
- 22% buy ONLY through medical professionals
Ingredients Consumers Find Most Appealing
- 37% Hyaluronic acid
- 33% Aloe vera
- 23% Ceramides
- 21% Peptides
- 20% Collagen
- 19% Retinol
What She Wants to See on Packaging
Top words consumers like seeing on labels:
- 54% Repair
- 52% Dermatologist-tested
- 41% Soothe
- 40% Medical-grade
- 40% Hydrating
- 30% Heal
- 28% Clinical
- 27% Gentle
- 23% Rejuvenate
Beware of using terms like repair and heal if your product is classified as a cosmetic!
Consumers Want Proof
Top Purchase Influencers
- 86% trust medical professionals
- 84% trust reviews from other skincare buyers
(BRAND OPPORTUNITY)
Authentic consumer claims and testimonials provide consumers with proof of efficacy and permission to explore new pre- and post-procedure skincare solutions.