A new era in facial care

By: Budai Klára Date: 2026. 03. 23. 11:19

🎧 Hallgasd a cikket: Nyelv: Sebesség: 1.05×

Almost every key area of the facial care market showed double-digit growth in value in 2025, with lip care and face masks growing particularly strongly.

This article is available for reading in Trade magazin 2026/04

Approximately 80% of sales are realised in drugstores. Hypermarkets mainly stock large international brands, while discount stores work with a narrower, typically private label assortment.

Nearly every major segment of the facial care market showed double‑digit value growth, with lip care and face masks expanding particularly impressively

New target groups

Nikolett Révész
skincare senior
brand manager
Primőr

One of the standout products in Primőr Kozmetikai Kft.’s Revox skincare range is the Just Daily Sun Shield SPF 50+ sunscreen. In 2025 the company introduced the Revox Skintreats® Biotic moisturising product line, a complex solution for different skin types.

“It fits perfectly with the skinimalism trend: a skincare routine should consist of as few steps as possible”,

points out senior skincare brand manager Nikolett Révész.

The Revox Just product line has been expanded with two new anti-aging products: a fluid containing 0.2% retinal, which is aimed at older age groups and more experienced retinal users.

Medical beauty and Korean innovation

Facial care is a highly competitive category, with new products constantly appearing on the market. There is a growing demand for solutions that promise immediate, visible results, which is why active ingredients used in medical aesthetics, such as hyaluronic acid, retinol, and peptides are quickly finding their way into everyday and professional skin care. Korean cosmetics continue their conquest, especially in the higher price range. The active ingredient PDR – derived from salmon DNA – is popular, promising cell-level regeneration and wrinkle reduction.

Active ingredients used in aesthetic medicine — such as hyaluronic acid, retinol, and peptides — are rapidly making their way into both everyday and professional skincare

Minimal routine

Anna Kintses
brand manager
JimJams Cosmetics és JimJams Baby

JimJams Cosmetics’ Pure & Clear product line offers a targeted solution for unbalanced, acne-prone skin. The hydrocolloid acne patch with BHA + HA active ingredients became one of the most successful new products of 2025. In the fourth quarter a new version was added to the range, which gave a noticeable boost to sales right from its launch. “We had three extra developments in 2025: the Serum Line Lift+Fill eye cream, which uses nano-sized exosomes and is formulated without perfume or colorants, the Serum Line Face and Makeup Remover oil gel, and the NG Retinol+ Skin Renewal face cream, which is based on the synergy of retinol, Q10, and prebiotics”, says Anna Kintses, senior brand manager of JimJams Cosmetics and JimJams Baby.

Focus on sustainability

Conscious shoppers carefully review ingredient lists, they weigh their options and are happy to rely on the recommendations of professionally credible influencers. Today information gathering takes place primarily in the digital space. However, in the case of impulsive decisions, the names of active ingredients, the appearance of the packaging, and the scent also play an important role. Consumer interest in sustainability is slowly but surely gaining ground.

One of the reasons for the slowdown in volume growth is the rise of more conscious routine‑building

Product selection keeps expanding

Nóra Fehér
assortment manager
dm

In 2025 dm Kft.’s sales grew in both value and volume in the category of women’s facial care, maintaining the chain’s stable market leader position. In addition to moisturisers and anti-wrinkle creams, their most popular products are facial cleansers, lip balms, and masks. “In 2025 we added a number of Korean products to our product range, such as the Medicube, Biodance, and Torriden brands, and we will continue to do so in 2026. Further launches and new additions are expected for several brands that are already available”, says Nóra Fehér, assortment manager at dm Kft.