Summer has always been beauty’s sexy season – smooth legs and bronzed skin. But today’s beauty consumer is no longer satisfied with simply achieving a tan. She’s chasing the glow: sun-protected, healthy, radiant skin that reflects wellness. Based on a June 2026 survey of 5,147 U.S. female beauty buyers, this Beauty by the Numbers maps the new terrain at the intersection of SPF and post-skin recovery, showcasing the rising power of brightening and ocean-inspired ingredients.
4 out of 5 surveyed say their #1 summer skin goal is healthy and glowing skin
Summer Skin State of Mind
- 68% focus more on sun protection during the summer
- 67% want lightweight beauty products for summer
- 62% spend more time outdoors
- 50% simplify her skincare routine
- 47% wear less makeup and focus more on skincare
- 45% pay more attention to body skincare
Glow Up! What Summer Glow & Beach Beauty Mean to Her
- 75% healthy-looking skin
- 69% sun-kissed skin
- 68% glowing skin
- 65% hydrated skin
- 60% minimal make-up/natural look
Her Pre-Summer Primer – Prep, Set, Glow!
- 64% skin exfoliation
- 61% hydrating
- 60% hair removal
- 48% brightening treatments/Vitamin C products
- 46% glow oils/shimmers/illuminators
The Benefit Breakdown: What She Seeks in Summer Skincare
- 87% hydration
- 81% SPF protection
- 74% anti-aging
- 60% glow/brightening
- 57% reduction in sunspots/dark spots
Fade to Bright
- 3 out of 4 say it’s important that summer skincare contain brightening ingredients
- 71% say premature aging is their #1 long-term concern
- 65% rank dark spots and sunspots #2 in her list of concerns
85% associate Vitamin C with brightening and evening skin tone benefits
Getting that Glow: [Vitamin] C the Difference
- 79% of those who currently use Vitamin C, apply Vitamin C products at least once daily, with 31% using it twice daily
Associated benefits:
- 84% brightening
- 61% glow/radiance
- 51% dark spot reduction
Brand Opportunity: Seventy-three percent (73%) of survey respondents are interested in trying Vitamin C products this summer. The appetite for Vitamin C is proven and the habit is daily; the brand that owns Vitamin C as a summer glow ritual (not just a winter serum) wins a category she’s already sold on.