Skin care market in Australia - statistics & facts
Natural and organic products have become the driving force behind Australia’s skin care market growth, with the country’s consumers gravitating towards ‘clean’, chemical-free formulas using sustainably and ethically sourced ingredients. Existing and emerging niche Australian brands focusing on skin-friendly, cruelty-free, and sustainable ingredients alongside product personalization are thriving domestically and slowly edging their way into the international skin care arena. Skin care has become a flourishing segment of Australia's beauty and personal care market, with facial care and sun protection the leading categories.
Investing time and money in skin care has become prevalent among Australians, with the country’s distinctive preference for natural, chemical-free, and sustainable products alongside high UV ratings shaping brand and product popularity.
From Dove to QV: Australia’s favorite skin care brands
From enduring international cosmetic giants including Dove, Nivea, and L'Oréal to Australian-born labels such as Aesop, QV, and Sukin, the country’s skin care landscape offers a wide product range across various brands. In 2024, British company Dove took the top spot as Australia’s most considered skin care and cosmetics brand, with German brand Nivea hot on its heels. While these brands remain young consumers’ favorites, CeraVe, Cetaphil, and La Roche-Posay have a unique status with Australia’s Gen Z. Over the past decade, Australia has also observed a boom in domestically owned, natural beauty labels like Alpha-H, Grown Alchemist, and Go-To, harnessing natural and chemical-free ingredients to create ‘clean’ skin care lines.Growing brand visibility through online channels
While brick-and-mortar distribution channels like pharmacies, supermarkets, specialty beauty retailers, and department stores continue to dominate Australia’s skin care sales, online skin care purchasing is rising. Online-only beauty retailers and stores with an offline and online presence, including MECCA and Priceline, increasingly appeal to customers due to their extensive product ranges, subscription-based services, virtual try-on tools, and quizzes to identify products catering to individual customers’ skin types. Even so, deals and discounts alongside buying from known and trusted brands remain shoppers’ key reasons for selecting a particular retailer.The foundations of Australians’ skin care routines
Multistep facial skin care has become a vital aspect of Australians' everyday routines, with over eight in 10 female consumers indicating that they used face care products daily. The desire to protect and make their skin feel good were the primary skin care product purchase drivers among Australian consumers, according to a 2024 survey. Across the various product types, cleansers and sunscreen were the most used skin care items. Hydrating elements, sun protection factors (SPF), and cleansing functions were consumers’ most sought-after skin care benefits. Alongside this, vitamin C-infused products and clean beauty were the key trending skin care features Australia’s consumers would be excited to try.Are Australian’s prioritizing their skin health?
Owing to Australia’s high ultraviolet (UV) levels, the country has the highest skin cancer incidence rate worldwide, making sun protection a top priority for those who wish to protect their skin from damage. While demand for sunscreen and other SPF-containing products remains elevated among consumers countrywide, sunscreen usage habits remain variable. Women reported a higher sunblock usage frequency than men, and Australians aged 35 to 44 years were the most likely to use an SPF30 or higher sunscreen daily.Investing time and money in skin care has become prevalent among Australians, with the country’s distinctive preference for natural, chemical-free, and sustainable products alongside high UV ratings shaping brand and product popularity.
