Google recently released their top beauty and skincare search terms for the year. For skincare, the top search terms included questions about skincare routines, acne help, hand hygiene, and the benefits of specific ingredients and formulations.
Moving ahead, experts predict many of these 2020 trends will carry over into the new year. Read on for a look at how 2020’s biggest skincare concerns will help sculpt the 2021 skincare landscape.
Skincare how-to, at home
To start, Google’s most popular 2020 skincare search was for the query: “how to start a skincare routine.”
With consumers at home and lacking access to salons, spas, and dermatologists, many took skincare into their own hands. Additionally, many consumers found their skincare routines to be an effective stress reliever and vehicle for self-care in 2020.
“In 2020, we all sought education instead of entertainment, reports WWD, searching for the knowledge to curate and maintain an effective skin regime. Which makes sense, as the demand for skincare has largely eclipsed that for makeup-up since the first lockdown. According to the report, the most-typed questions of the year included “what is the best skincare line?” as well as “what order to apply skincare in,” explains Harper’s Bazaar.
As we move into 2021, the desire for effective, at-home skincare routines is set to only increase. To this extent, workhorse formulations will be more important than ever. Also expect to see at-home beauty tech tools like facial steamers, LED masks, and rollers to remain hugely popular for homebound consumers in 2021.
Acne issues
Another uber-popular skincare search term on Google this year? “How to get rid of acne.”
With elevated stress levels and cases of adult acne on the rise, many dermatologists are linking the high pressure environment of 2020 to more frequent acne outbreaks, for more consumers.
In fact, Dynata for DeVries Globa surveyed 1,000 U.S. women in 2020 and discovered:
- Over 80% noticed an increase in one or more skin problem(s) since COVID-19 began
- 1 in 4 women say they’re experiencing more acne in 2020
- 55% of women under the age of 25 have experienced substantially more acne this year
In 2021 consumers want effective skincare routines and acne help!
Additionally, mandates to wear facial coverings also contributed to consumers struggling with “maskne,” or acne outbreaks under facial masks.
Reddit’s 2020 data also revealed that “mentions of “maskne” (mask acne) spiked by 305.6% in July” on the Reddit thread r/SkincareAddiction.
The bottom line? Stress-related acne is likely to remain a concern for consumers of all ages next year. Effective over-the-counter solutions, like chemical exfoliant glycolic acid, will remain a perennially popular option for combatting acne in 2021.
Hygiene first
It should be no surprise that “how to wash your hands” also made Google’s top 2020 search terms for personal care topics.
As the coronavirus pandemic put hygiene and sanitization at the forefront of consumer’s minds, cleanliness took on massive importance this year.
Moving forward, this consumer focus on hygiene is projected to remain strong. Experts predict demand for anti-microbial skincare products will surge in 2021, in addition to products that can protect the skin barrier.
Expect demand for anti-microbial skincare products to surge in 2021
“With the Covid-19 pandemic causing consumers to think about all things hygiene, beauty brands and retailers are getting on board with an anti-microbial obsession,” explains Glossy. “The launch comes at a time when the pandemic has brought hygiene concerns to the forefront of consumers’ minds in beauty. According to SimilarWeb, the search term “anti-microbial” surged by 255% in March and April after the pandemic hit the U.S.”
For formulators, this year’s focus on hygiene and sanitization may take the form of 2021 skincare products that can offer anti-microbial, clean, or skin barrier protection claims.
More ingredient knowledge
Finally, many of the other top skincare searches on Google in 2020 were related to understanding the benefits of specific products and ingredients.
The most popular skincare ingredient searches in 2020 included:
- Vitamin C
- Lactic acid
- Niacinamide
- Hyaluronic acid
The top two rated skincare product searches were for toner and serum.
The desire by skincare consumers to become more educated on formulations and ingredients points to an even savvier generation of skintellectuals in 2021.
“Consumers are going to start making wiser choices about which products they truly need to be using,” consultant dermatologist Dr. Anjali Mahto told Women and Home.
The skincare industry in 2021
The next year in skincare will be marked by a desire for better skincare routines, acne help, hygiene and safety, and a demand for the most efficacious ingredients and formulations possible.
While 2020 may be drawing to a close, the impact of this unprecedented year will continue to shape the skincare industry in 2021.
