Stat: British consumers feel confused by the skincare industry

UK – In a bid to address the growing confusion and misinformation in the skincare industry, popular British brand Simple has unveiled its Simple Truth report. The research reveals that 79% of British consumers feel overwhelmed by the skincare market, especially in the era of too many experts and over-complication.

Data and marketing advisory group Savanta Group surveyed 2,003 UK skincare consumers for the report, highlighting the role of social media in adding to the confusion. Individuals with sensitive skin (84%) and women (80%) reported feeling particularly perplexed by the skincare industry.

The study emphasised a clear demand for more transparency and simplicity, with 87% of participants desiring positive changes in the beauty industry, and 62% expressing a preference for straightforward skincare routines. Terms like ‘clean beauty’ were found to add to the confusion, with 65% of participants uncertain about its meaning.

The study also found that 62% of 18–24-year-olds rely on social media for skincare advice, but 31% find it misleading and 33% remain unsure about the information’s accuracy. This aligns with our Accredited Beauty macrotrend, which looks at how consumers are seeking proof points on product quality in the skincare industry.