The “self-care” trend has impacted the prestige night-time skincare category, causing sales to grow 7% in the period from October 2017 to September 2018.
According to analyst The NPD Group, “me-time” has seen consumers adopting a more targeted approach to their night-time beauty rituals. As a result, anti-ageing night skincare has increased 9% in this time period, driving 74% of growth in night-only skincare, the report found.
Sales of night eye products, including masks and creams, also increased 14%, while facial gels rose 12% and facial oils 4%.
“Beauty brands are delivering their technical expertise with innovative products to work on the skin overnight,” said June Jensen, NPD UK’s beauty director.