PUBLIC STUDY UK, USA, France B2C 2025

Guiding growth in the skincare market

Demographics and skin types no longer explain how consumers buy skincare. L.E.K., in partnership with Potloc, surveyed 3,500+ facial skincare consumers across the US, UK, and France to build a behavioral segmentation that guides brands and investors on how distinct customer profiles think, shop, and stay loyal.

While the beauty market continues to expand, consumer behaviour is fragmenting in ways that challenge traditional brand logic.

Facial skincare brands have increasingly embraced “clinical” positioning anchored in science, efficacy, and credibility. But is this the only viable strategy?

Our behavioral segmentation study surveyed consumers across three markets to capture needs, routines, and loyalty to reveal eight distinct profiles. Each profile was tied to financial data, from market size and annual spend to growth outlook.

The report gives L.E.K. and its clients a commercial lens to uncover untapped opportunities, benchmark assets, and prioritize growth moves.

Philippe Gorge

Partner at L.E.K.

Elena Stüben

Account Executive at Potloc

Survey details.

  • 3,500

    skincare consumers surveyed

  • 3

    countries targeted

  • 15

    days in field

  • 14

    data quality controls applied

The Potloc advantage.

  • Trusted partnership and quality assurance.

     L.E.K. has worked with Potloc for years and chose us again for this report because of their trust in our transparent sampling reach and data quality controls, which span AI automations, leading third-party integrations, and careful human reviewers.

  • Expert-led, locally tuned survey design.

    Our team supported the L.E.K. team from end to end, refining how questions were phrased and adapting surveys by market to ensure they were localized, engaging, and captured high-quality responses.

  • Real-time access to data for early insights.

    With Potloc’s intuitive platform, L.E.K. tracked quotas and field progress, quickly ran initial analyses while the survey was running, and extracted findings earlier — simplifying the path from fieldwork to a client-ready report.

Key trends.

1

Data confirms that “clinical” consumers spend the most.

LEK_skincare_graph1A-1
LEK_skincare_graph1B-1

The Clinical Seekers profile — consumers anchored in science and efficacy — though a smaller group, spend significantly more than the average skincare buyer. Their multi-step routines and high category engagement make them the single most valuable segment across the US, UK, and France.

2

But high spenders are not always the most loyal.

LEK_skincare_graph2A-1
LEK_skincare_graph2B-1
Heavy-spending consumers such as Clinical Seekers and Skincare Hackers show lower exclusivity, switching readily when new innovations arrive. By contrast, more emotionally connected profiles like Trusted Touch Ritualists spend less but are far more loyal, offering higher long-term stickiness.
3

Growth is tilting toward emerging, experimental segments.

LEK_skincare_graph3A-1
LEK_skincare_graph3B-1

Forward growth is strongest in segments that are exploratory and pragmatic in their skincare approach. Effortless Quality Enthusiasts, Skincare Hackers, and Clinical Seekers are projected to grow faster than the market, while price-sensitive segments like Budget Basics are expected to lag.

Our team.

Elena Stüben
ACCOUNT EXECUTIVE
elena.stuben@potloc.com


Kickstart your next thought leadership survey.

With unmatched sample quality, time-saving analysis tools, and dedicated research experts at your disposal, Potloc is the go-to survey partner for PE & consulting firms.

LEK Skincare 2025 Special Report Cover Image
GET A QUOTE