Tuned to beautiful skin

Despite price increases, the category still saw double-digit growth as consumers continue to see conscious skincare as essential

This article is available for reading in Trade magazin 2025/5.

New players are entering the facial care market, increasing competition and offering the public a larger product choice. More specific categories are driving the sales growth, even if they still represent only a small part of the overall facial care market, e.g. toner and essence sales have grown by 50%, balsamic cleanser sales have surged by 135% and cleansing oils have grown by 134%. When it comes to buying facial care products, the No.1 destination is typically drugstores, where customers can choose from a wide range of products.

Vitamin C and peptide

Luca Varga
trade marketing manager
L’Oréal Magyarország

With demand for active ingredient based facial care growing fast, last year the L’Oréal Paris and Garnier brand portfolios expanded with a focus on the most popular active ingredients.

“For instance the Revitalift Clinical vitamin C range increased sales by 48% last year, while Garnier’s selection of similar ingredients grew by 52%”,

informs Luca Varga, trade marketing manager of L’Oréal Magyarország.

In the anti-ageing segment L’Oréal Paris is launching a new day serum this year, as part of the Revitalift Laser family. Garnier is also building on its most popular active ingredients, introducing new essences within its the flagship product lines.

More than hydration

Éva Orgován
brand & shopper
activation manager
Kenvue

Kenvue’s facial care portfolio focuses product development on offering more precise solutions for the different needs of different skin types. Because of this the formulas have become more diverse in their composition, especially in terms of the combination of active ingredients.

“Several changes have been made to the Hydro Boost range to further improve skin hydration and comfort. A new addition to the product line is the SPF50 sun protection version of the Hydro Boost hydrating facial care fluid, which has been specially formulated for everyday use to provide both intense hydration and high level UV protection”,

explains Éva Orgován, brand and shopper activation manager of Kenvue.

Three consumer attitudes influence facial care product choice nowadays. Conscious shoppers know very well how their skin works skin and make their buying decisions based on ingredients. Trend followers react to the recommendations of influencers and fashion trends. The third group are those who make their choices instinctively.

More specific categories give a noticeable boost to the recovery

A stronger presence

JimJams Cosmetics made great progress on the domestic market in 2024. The brand’s success is primarily the result of excellent performance by two product lines, Serum Line and Pure & Clear.

Anna Kintses
brand manager
JimJams Cosmetics and JimJams Baby

“The most popular products from the Serum Line portfolio are the niacinamide+HA skin perfecting serum, the vitamin C pigment spot corrector and the peptide-based botox serum. From the Pure & Clear product line the BHA+HA hydrocolloid acne patch and the Detox deep cleansing face mask are popular”,

says Anna Kintses, brand manager of JimJams Cosmetics and JimJams Baby.

In 2024 five new Serum Line products were launched, which can be incorporated into daily skincare routine.

In line with the expectations

Market feedback indicates growing interest in facial care products made by domestic manufacturers. Consumers aren’t loyal to a single brand and they are willing to try several products if they meet their expectations. However, transparent communication is essential: formulas should be simple, effective and this needs to be reflected in the packaging too.

The Body Shop offers solutions tailored to individual skin needs, based on a combination of several coordinated products. Personal in-store consultations include facial diagnostics to help you choose the right treatments.

Ildikó Banga
managing director
Avanzo-Trade

“The brand keeps adding modern, natural ingredients to its products, for instance the Vitamin C serum is designed to revitalise dull skin and boost radiance, while its bakuchiol content also supports skin renewal”, explains Ildikó Banga, managing director of Avanzo-Trade Kft., the operator of The Body Shop. //