Are you ready to unlock the secrets to skincare growth?
Meet the eight consumer profiles reshaping the industry and find your brand’s next big opportunity.
Skincare isn’t just about creams and serums anymore. It’s about identity, emotion and belief.
Today’s consumers don’t just buy products. They buy stories, science, values and experiences. Are you ready to meet them where they are?
Introducing the eight faces of skincare
From science-obsessed Clinical Seekers to Feel-Good Explorers, our breakthrough research reveals the eight unique personalities driving the €150B+ skincare market.
Want to know who’s loyal, who’s experimental and who’s looking for the next big thing? We’ve got the map. Why settle for “one-size-fits-all”?
Our segmentation goes beyond age and skin type.
We’ve surveyed thousands across the US, UK and France, using cutting-edge analytics to uncover what really drives skincare choices, habits, emotions, ethics and more.
Which face matches your brand?
Clinical Seekers
Science, results and proof — these are the high-spenders who crave credibility.
Feel-Good Explorers
Story-driven, influencer-fuelled and always up for something new.
Trusted Touch Ritualists
Loyal to comfort and routine, they want brands that feel like home.
Budget Basics
Value-first, practical and always on the lookout for a good deal.
... and four more unique profiles waiting to meet you!
Why does this matter?
Not all segments are created equal.
Some drive big spend but switch brands in a heartbeat. Others are small but fiercely loyal.
Our insights show you where the real value lies and how to win it.
What’s in it for you? And how can L.E.K. help?
Pinpoint Your Perfect Audience
Map your brand to the right segments.
Innovate With Confidence
Launch products that truly resonate.
Market Smarter
Tailor your message, channel and pricing to what each segment loves.
Grow Faster
Invest where loyalty and growth intersect.
Build Your Portfolio
Address growth areas with the right brands.
Creating lifetime value
Lifetime value (LTV) measures the total revenue a client brings to your brand over their entire journey, not just a single purchase. In skincare, understanding LTV means knowing which clients are most loyal, spend the most, and return again and again.
Why it matters
Spot your VIPs: Some segments like Ritualists or Performance Pragmatists spend more and stick around longer, making them far more valuable over time.
Smarter marketing: Some segments like Ritualists or Performance Pragmatists spend more and stick around longer, making them far more valuable over time.
Loyalty = growth: Brands with high-LTV clients grow faster and are more resilient to market changes.
Fast facts
Top skincare brands see LTVs of $189–$687+ with strong loyalty and repeat rates.
Up to 95% of sales at leading retailers come from loyalty programme members, who spend more and buy more often.
How to boost LTV
Personalise: Target high-value segments with tailored offers and experiences.
Reward loyalty: Create programs that keep clients coming back.
Stay relevant: Innovate to meet evolving needs and keep your brand top-of-mind.
Ready to see where you fit?
Take the guesswork out of growth.
Download our Special Report.
Register to receive a copy of our latest surveySign up for our webinar
6 Nov, 2025 | 3:30PM (GMT)
Discover where the real growth in skincare lies in our upcoming webinar. Drawing on a survey of over 3,500 consumers across the US, UK and France, we reveal eight distinct consumer segments and the powerful forces reshaping how skincare is bought, used and valued. From spend patterns to loyalty and lifetime value, these insights connect behaviour directly to economics — helping you pinpoint the consumers who matter most.
Whether you’re leading a brand, shaping strategy or investing in the sector, this session delivers a practical roadmap for capturing profitable growth in a fragmented, fast-moving category. Learn which consumers deliver the highest long-term value, uncover the true growth pools, and see how sharper segmentation can fuel smarter portfolios, marketing and go-to-market strategies.
Find out more about our skincare team
Philippe Gorge, L.E.K. Partner
The way people pick skincare these days isn’t about just age or skin type, it’s deeply tied to who they are, what they value and how they want to feel.
Connect with Philippe Gorge.
Maria Steingoltz, L.E.K. Partner
Even though ‘clinical’ brands attract big spenders, those customers are quick to jump ship. The brands with the most loyal fans aren’t always the flashiest.
Connect with Maria Steingoltz.
Alison Schilling, L.E.K. Partner
Loyalty lives with people who crave comfort, honesty and routine the quietest customers are the ones who stick around the longest.
Connect with Alison Schilling.
Mark Boyd-Boland, L.E.K. Partner
Younger and more digital-savvy shoppers are shaking up the market, constantly trying new things and opening the door for fresh, innovative brands.
Connect with Mark Boyd-Boland.
Benjamin Audon, L.E.K. Partner
Chasing after the trendiest clinical crowd might seem exciting, but the smart money is often on serving specific, loyal groups who aren’t being bombarded by every brand.
Connect with Benjamin Audon.
Kristin Graham, L.E.K. Partner
The brands winning today are the ones that really ‘get’ their audience, matching what they stand for with what people genuinely want and believe in.
Connect with Kristin Graham.
Contact us
Find out how L.E.K. can help you with your business needs.
