In the first nine months of 2025, skincare sales inched up 1% in prestige and 5% in mass, according to market research firm Circana. There were several areas of strong momentum, particularly body care, sun care, masstige and K-Beauty. According to consumer insights firm NielsenIQ, in the 52 weeks ended Aug. 9, K-Beauty sales skyrocketed 37.2% to reach $2 billion in the United States, driven by brands like Anua and Medicube’s viral content on TikTok Shop and the cascading effect onto other retail venues like Amazon, Sephora and Ulta Beauty.

With cautious, price-sensitive consumers gravitating to value, skincare dupes spread, and Circana estimates show the growth of masstige skincare brands outpaced mass and prestige brands, with their sales jumping 14% through September. In the mass market, which also outpaced prestige, face serums and facial moisturizers were two of the fastest-growing product segments.

In the crowded skincare field, longevity has emerged as an important theme, and brands are cozying up to wellness rituals and ingredients as consumers prioritize health. To find out more about the dynamics characterizing skincare in 2026, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 34 brand founders and executives the following: What skincare trends will rise this year? What trends will be over?