Facial Serum Market Size, Share & Trends Analysis Report By Type (Anti-Aging Serums, Skin Brightening Serums), By Form, By Distribution Channel, By Price Point, By Region, And Segment Forecasts, 2024 - 2030

Facial Serum Market Size & Trends

The global facial serum market size was valued at USD 5.51 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 6.6% from 2024 to 2030. Factors boosting the use of facial serum include the aging population globally and rising awareness about the importance of protecting and maintaining healthy skin. Facial serums contain a high concentration of powerful ingredients such as retinol, hyaluronic acid, and vitamin C, among others, which offer targeted solutions for various skin-related concerns.

According to a 2021 survey conducted by the European Academy of Dermatology and Venerology (EADV), almost half (47.9%) of the European population over 18 years of age experienced at least one dermatological condition over the preceding 12 months. The most common skin condition reported was a fungal skin infection (9.07%), followed by atopic dermatitis (AD) (5.34%), alopecia (5.22%), and acne (5.49%). As a result of this, the demand for facial serums containing active ingredients is expected to grow significantly over the forecast period.

Manufacturers are investing heavily in research and development activities to create innovative, affordable, and eco-friendly clean-label skincare products that are highly effective in maintaining skin health. Consumers are increasingly seeking out skincare solutions tailored to their specific needs and concerns. Facial serums offer a targeted approach, with concentrated formulas that can address a range of concerns, from wrinkles and acne to hyperpigmentation and dryness.

For example, in February 2021, Swissforce Pharma AG launched a new face serum that specifically targets fine lines and wrinkles. This newly launched serum contains a unique combination of 2% low molecular weight hyaluronic acid, collagen booster, retinol, collagen, and sweet iris stem cells. The serum helps to reduce the appearance of wrinkles and fine lines and restore skin resilience by re-densifying and firming the skin.  Such product launches help cosmetics companies redefine their product strategy and help them cater to consumers looking for skincare routines tailored to specific skin concerns and aspirations.

Advancements in skincare technology have led to the development of innovative serums with ethically sourced ingredients, technologies, sustainable packaging, and unique delivery systems. Encapsulation technology, for example, protects active ingredients from degradation and ensures targeted delivery for optimal efficacy.

For instance, in October 2023, Plum Goodness, an Indian 100% vegan and cruelty-free beauty brand, launched a new product line that includes hair care and beauty items such as face serums, creams, sunscreens, moisturizers, lipsticks, mists, and monsoon hair care products. It's 2% Encapsulated Salicylic Acid Face Serum contains pear extracts that are rich in amino acids and powerful antioxidants, which help boost skin elasticity and fortify the skin barrier.

Consumers are increasingly becoming conscious of the potential harmful effects of synthetic ingredients and are opting for serums formulated with natural alternatives.With an increase in disposable incomes, especially in emerging economies, consumers can invest in high-quality skincare products such as facial serums. This growth in disposable income has created new markets and opportunities for natural and organic skincare products.

For example, in June 2023, Bee Rx launched a new line of clean-label and natural cosmetic skincare products in Canada through Taro Pharmaceuticals Inc., a Canadian manufacturer and supplier of prescription and topical over-the-counter and dermatology products. Bee Rx's skincare lineup includes anti-aging facial serums, lip-pumping serums, and anti-aging eye lift serums. The company uses 100% natural ingredients, including high-strength, Kanuka honey sourced from New Zealand, and natural bee venom.

The men's grooming industry is experiencing a significant surge, and facial serums have become a crucial component in men's skincare routines. Brands are catering to this segment with serums specifically formulated for men's skin concerns. The e-commerce boom has made facial serums more accessible to consumers worldwide. Moreover, endorsements and recommendations through online platforms drive consumer interest and demand. Skincare influencers and celebrities frequently promote the use of serums, which further fuels consumer interest.

For example, notable American singers such as Camila Cabello and Alicia Keys have stated that they utilize Osmosis Skincare face serums in their routines. Additionally, popular Hollywood actresses Viola Davis and Jane Fonda have endorsed L'Oréal's anti-wrinkle serum in their nighttime routine. This trend highlights a growing consumer preference for unique and authentic products and the influence of popular figures in the marketing of cosmetic products.

Market Concentration & Characteristics

The market growth stage is moderate but the market is expected to showcase strong growth in the coming years. The industry is characterized by a high degree of innovation due to the rapid technological advancements in active ingredients, delivery systems, and packaging technologies. Encapsulation technology protects ingredients from degradation and ensures targeted delivery, while personalized serum subscriptions cater to individual needs. Advanced delivery systems like nano-liposomes and hydrogels ensure deeper penetration, targeted delivery, and sustained release of actives for maximum efficacy.

The industry is also characterized by a moderate level of merger and acquisition (M&A) activities by leading players. This is due to several factors, including the desire to gain access to new technologies, enhance their market share, and expand product offerings.

The global market is also subject to a moderate degree of regulatory scrutiny. However, local government bodies require manufacturers to ensure the safety and efficacy of their products, while also protecting consumers from misleading information and potentially harmful ingredients. To comply with these regulations, manufacturers need to follow specific requirements for product testing and labeling.

There are limited direct product substitutes for facial serum. While traditional moisturizers and face masks offer hydration and basic skincare benefits, they often lack the concentrated active ingredients and targeted focus of serums. Serums cater to specific concerns like wrinkles, acne, hyperpigmentation, and dryness, making them popular amongst those looking for targeted solutions.

End-user concentration is a significant factor in the facial serum market. The rise of personalized skincare and targeted solutions fuels diversity of users. Advancements in ingredient research and delivery systems enable the creation of serums for various skin types and sensitivities, making them accessible to individuals who would earlier face difficulties in finding suitable products. Moreover, exposure to diverse beauty trends and recommendations from influencers across demographics broadens the appeal of serums and attracts new user groups. Besides, increased spending power, particularly in emerging economies, allows more consumers to invest in premium facial serums.

Type Insights

Anti-aging serums accounted for a maximum revenue share of 31.8% in 2023. Growing aging population in many countries have resulted in an ever-growing interest in anti-aging products such as serums and creams. Consumers have become increasingly aware of the importance of preventive skincare and proactive measures against aging. Additionally, celebrity endorsements and social media trends have influenced consumer behavior, driving demand for anti-aging serums.

In August 2023, Natura launched the Chronos Intensive Antioxidant Serum for anti-aging concerns. The product is manufactured with antioxidant extracts from the Amazon, including açaí berry, cocoa, and ingá. These ingredients work together to stimulate antioxidant mechanisms in deep layers of the skin to protect it against oxidation and prevent the appearance of early signs of aging. Such initiatives allow companies to cater to diverse consumer needs, maintain competitiveness, and capitalize on market shifts, ensuring long-term success and customer loyalty.

Skin brightening serums are anticipated to register a CAGR of 7.4% from 2024 to 2030. There is a growing concern about hyperpigmentation caused by sun exposure, acne scars, and hormonal changes. As a result, people are looking for effective solutions to address uneven skin tone, dark spots, and hyperpigmentation. Skin brightening serums are gaining popularity because they offer targeted action. Skin brightening serums formulated with botanical extracts and gentle ingredients like vitamin C and Niacinamide are becoming more popular as consumers have started preferring natural and organic skincare products.

In October 2022, Galderma S.A. launched A-LUMINATE BRIGHTENING SERUM under its brand Alastin Skincare. The newly launched product is a clinically proven serum designed to reduce the appearance of surface hyperpigmentation and contains a multifaceted blend of antioxidants, peptides, and targeted ingredients. The product also helps the skin to appear brighter and creates a more even-toned, luminous complexion over time.

Distribution Channel Insights

Supermarkets & hypermarkets dominated the global market in 2023 in terms of distribution channel. Supermarkets and hypermarkets have a vast network of stores located in convenient locations, making it easy for a wide range of consumers to access their products. This is particularly beneficial for those who prefer physical shopping or are impulsive buyers. Moreover, facial serums can benefit from promotional campaigns and being placed on shelves alongside complementary products like moisturizers and cleansers. This increases their visibility and drives sales.

For instance, in September 2022, Derma E launched their dermatologist-recommended Vitamin C line at Walmart stores, which includes their top-selling vitamin C concentrated serum line. This strategy would allow the company to reach new customers all across the U.S. and enhance its overall share in the facial serum industry.

Demand from online retailers is expected to advance at the highest CAGR through 2030. E-commerce platforms offer a wider variety of serums than brick-and-mortar stores. They cater to diverse needs and preferences with ease and offer lower prices due to reduced overhead costs. This attracts budget-conscious consumers and drives price competition. Online shopping provides a 24/7 access to a vast array of serums from global brands, exceeding the limitations of geographical location and physical store availability. The increased influence of social media and preference for online shopping due to the COVID-19 pandemic has enhanced segment growth.

Price Point Insights

The mass-market segment dominated the global market in 2023. Mass-market serums are accessible to a wider audience, driven by competitive pricing and larger product volumes. This attracts budget-conscious consumers or those seeking to experiment with serums before investing in luxury options. Mass-market brands are increasingly incorporating innovative ingredients and technologies, like encapsulated retinol or plant-derived alternatives, to bridge the gap with luxury serums while maintaining affordability. Moreover, younger demographics, value-conscious consumers, and individuals new to serums are most likely to gravitate toward mass-market options, resulting in high demand for such skin serums.

Demand for the luxury segment is set to expand at a strong CAGR through 2030. Luxury serums claim to have advanced ingredients such as plant-derived stem cells, marine collagen, and biocompatible peptides in higher concentrations compared to mass-market products, ensuring better results. Luxury brands are increasingly adopting sustainable practices, ethically sourced ingredients, and using environmentally-friendly packaging, appealing to eco-conscious consumers.

Moreover, social media and influencer marketing are significant factors in raising awareness and influencing purchase decisions based on product claims and influencer recommendations. For example, the famous Spanish actress Penélope Cruz used Lancôme Advanced Genifique anti-aging face serum to prep her skin for the 2022 Oscars. This product minimizes fine lines, plumps skin, and evens skin tone in just one week. Celebrity fans are always inclined to purchase products associated with their favorite stars, contributing to the demand for products endorsed by well-known personalities.

Form Insights

Water-based facial serums dominated the market in 2023.Water-based serums are formulated with humectants such as hyaluronic acid and glycerin, which are known to attract and retain moisture, leaving the skin plump and hydrated. Their lightweight texture and oil-free nature make them perfect for maintaining a balanced complexion and they can be easily layered with other skincare products like moisturizers and sunscreen without causing pilling or discomfort. Additionally, many skincare brands are creating water-based serums that target multiple concerns such as brightening, firming, and pore-minimizing.

Demand for oil-based facial serums is set to expand at a CAGR of 7.5% through 2030. The demand for natural and plant-based skincare solutions is on the rise, and this trend aligns perfectly with oil-based serums. These serums are often made with pure botanical oils such as jojoba, rosehip, and squalane. Oil-based serums offer versatility, acting as moisturizers, makeup primers, or even massage oils. This appeals to consumers who are looking for streamlined routines and multi-purpose products.

In addition, transparent communication about the specific oils used, their benefits, and potential sensitivities, helps build trust with consumers and enables them to make informed purchase decisions. In March 2020, Erwachen launched their Black Bee Honey and Alpine Rose Magical Facial Oil Serum, prepared using essential oils such as Rosa alba, luxurious Rosa damascena, carrot seed oil, and patchouli leaf oil. The addition of essential oils helps to maintain the elasticity and firmness of the skin and delay the effects of aging. Also, growing consumer preference for high-quality facial serums has led to an increase in willingness to spend on premium products.

Regional Insights

Europe dominated the global industry with a revenue share of 32.0% in 2023. Germany, France, and the UK are significant players, driven by high disposable incomes and established beauty routines. The willingness of consumers in this region to pay more for premium and luxury beauty products is driving demand for facial serums prepared from natural and organic ingredients. Moreover, increasing skin care concerns and growth in the geriatric population have led to increasing investments in proactive skincare products, with serums being seen as targeted solutions for concerns like aging, acne, and hyperpigmentation.

Asia Pacific, meanwhile, is set to expand at the highest CAGR of 7.9% through 2030.The middle-class population in the Asia Pacific region is growing, leading to an increase in demand for premium facial care products. The region comprises a diverse range of ethnicities and skin types, resulting in various skin concerns. Sun damage and hyperpigmentation are prevalent in Southeast Asia, while dryness and aging are common in Japan and South Korea. As a result, there is a growing demand for multifunctional face care serums that address these concerns.

Leading manufacturers are developing effective products to cater to this demand. For example, in September 2022, Entod International Group launched "Vasuki," a facial gel serum, in India. This serum contains synthetic tripeptide snake venom neurotoxin, which is a clinically proven venom developed by Entod Research Cell UK's advanced skincare laboratories. The product is effective in reducing and preventing both dynamic and static lines in early-aging skin around the eyes, neck, hands, forehead, and lips.

Key Facial Serum Company Insights

Some key players operating in the global market include L'Oréal S.A.; Amorepacific Group Inc.; Unilever; Estée Lauder Inc.; and KOSÉ Corporation.

• L'Oréal SA is a French personal care company engaged in the manufacture and sale of beauty and hair care products. The company was founded in 1909 and operates through 4 complementary divisions, including the Professional Products Division, the Consumer Products Division, L’Oréal Luxe, and the Dermatological Beauty Division.

• Estée Lauder Inc. is an American multinational cosmetics company engaged in the manufacturing and distribution of skincare, makeup, fragrance, and hair care products. The company was founded in 1946. Its products are sold in more than 135 countries and territories across the globe. In the U.S., its products are available in department stores, specialty stores, and online at esteelauder.com.

• Shiseido Company Limited; Beiersdorf AG; Galderma S.A.; Revlon; and Clarins are some  major emerging participants in the market for facial serums.

• Shiseido Company Limited is a cosmetics products manufacturer and distributor headquartered in Tokyo, Japan, and founded in 1872. The company has around 39,000 employees globally and operates in around 120 countries and regions globally. Shiseido’s diverse product portfolio includes body care products, skin care products, fragrances, shampoo and hair care products, hair color products, styling products, perm products, and cosmetics.

• Revlon, Inc. is an American multinational company founded in 1932 and deals in cosmetics, skincare, perfume, and personal care. The company's diversified portfolio of brands is sold in approximately 150 countries around the world.

Recent Developments

• In February 2023, Shiseido Asia Pacific entered into a distribution partnership agreement with Global SS Beauty Brands Limited, a subsidiary of Shoppers Stop, a prominent Indian fashion and beauty store chain. The collaboration is aimed to enhance Shiseido's presence in India by expanding its brand reach. As part of the agreement, the Shiseido Group will introduce its renowned make-up brand, NARS Cosmetics, in the latter half of 2023, focusing on major cities in India.

• In January 2023, Kosé Corporation announced a strategic partnership with Aman Group SARL, a multinational hospitality company headquartered in Switzerland, to produce a new skincare line under an OEM contract. The line will include five products, including replenishing face serum, and will be available online in 20 countries, including Japan. It will also be used in treatments at Aman Tokyo and other Aman Spas around the world.

• In September 2022, L'Oréal USA announced an investment of USD 140 million in a new research and innovation (R&I) center in New Jersey, USA. The center will focus on beauty innovation across skin, hair, and makeup categories using green science and beauty technology. The R&I center is spread across 250,000 square feet and would bring together over 550 employees from the company's North American research and innovation division, including advanced product development and research & evaluation.

Facial Serum Market Report Scope 

Global Facial Serum Market Report Segmentation

This report forecasts revenue growth at the global, regional & country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global facial serum market report on the basis of type, form, distribution channel, price point, and region:

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • Anti-Aging Serums

  • Skin Brightening Serums

  • Acne Fighting Serums

  • Hydrating Face Serums

  • Exfoliating Face Serums

  • Others

• Form Outlook (Revenue, USD Million, 2018 - 2030)

  • Oil Based

  • Gel Based

  • Water Based

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Supermarkets & Hypermarkets

  • Drugstores & Pharmacies

  • Specialty Beauty Stores

  • Online Retailers

  • Others

• Price Point Outlook (Revenue, USD Million, 2018 - 2030)

  • Mass-Market

  • Premium

  • Luxury

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • U.K.

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • India

    • Japan

    • South Korea

    • Australia & New Zealand

  • Central & South America

    • Brazil

    • Argentina

  • Middle East & Africa

    • South Africa

    • Saudi Arabia