November 3, 2020

The top predicted holiday skincare trends, based on projected volume growth in December 2020, include retinol face wash (51.2%), facial steamers (47.8%), and sleeping masks (36.8%).

All three skincare products are tied to an intensifying consumer need for more at-home beauty solutions that can help mirror or re-create professional experiences like peels and facials.

Retinol, a vitamin A derivative, has long been heralded by dermatologists as a key ingredient for healthy, glowing skin. Most notably, retinol is known for its abilities to diminish the visibility of wrinkles, clear pores, and reduce acne breakouts. However, many consumers experience redness and irritation with higher-dosage retinol products like serums or in-office peels.

But, retinol facial washes can help consumers reap the benefits of retinol and skip out on any subsequent skin dryness or irritation.

“It’s quite common for skin to feel dryer when you first start using retinol, so I’d recommend a formula that’s blended with hyaluronic acid or a richer night moisturizer,” Melissa Wood, medical director at Skin Emporium, told Greatist. “Ceramides and hyaluronic acid help reduce any skin sensitivity or initial side effects from retinol use, and reinforce the skin’s moisture barrier.”

Popular partner ingredients in trending retinol face washes include hyaluronic acid, plant extracts, lipids like rosehip oil, and ceramides.

Thanks to the potential to incorporate more moisturizing, soothing, and anti-inflammatory ingredients into these formulations, retinol face washes are projected to boom in popularity for curious consumers over the next few months.  

As the coronavirus pandemic continues, consumers are forgoing salon and spa visits for skincare treatments like facials and peels. Instead, consumers are now seeking out products to perform their own skincare experiences at home.

To that extent, facial steamers, used for facials, are the top skincare tool predicted to soar in popularity for consumers this holiday season.

Facial steamers increase the temperature of the skin, which helps to heat the debris in pores. This heat makes manual extractions easier and makes cleansing the skin easier and more efficient.

“Steaming is beneficial because it increases circulation and helps get rid of surface debris,” Dr. Dennis Gross of Dr. Dennis Gross Skincare told Harper’s Bazaar. “The steam works to heat skin up, and causes waxy, solid buildup to liquefy and drain out of pores. This process removes dirt, bacteria, and makeup residue that can lead to acne.”

According to new data, there are a staggering 47,900 average searches per month for facial steamers.

The top related search words include:

• “Best” with an average search volume of 2,400 per month
• “Portable” with an average search volume of 880 per month
• “Conair” with an average search volume of 350 per month

The third hot skincare trend for the 2020 holiday season is sleeping masks, or facial masks designed to be worn overnight.

Similar to regular facial masks, sleeping masks are spread on the skin, but then left on the face for the duration of the night. The lengthened wear time allows for overnight masks to deeply penetrate the skin and allows for ingredients to fully absorb.

Consumers love sleeping masks for the hefty amounts of active ingredients in the formulations, and the variety of skincare concerns sleeping masks can target.

“While overnight masks have typically been used as a way to give your skin an extra boost of moisture, now there are overnight masks for every skin concern imaginable,” Tatjana Freund explains in Marie Claire.

One more key factor driving the burgeoning popularity of sleeping masks? Overnight masks are workhorse products that can offer multiple benefits, with minimal effort.

As 2020 comes to a close, it’s clear consumers most want effective, results-driven skincare products and tools to improve their skin at home. Trendy multifunctional products like retinol face washes, sleeping masks, and tools like facial steamers can all help consumers achieve better skin, without leaving the house.