Over the last year, 28 per cent of women have reduced the number of products in their facial skincare routine, with millennials aged 20-29 (54 per cent) most likely to have simplified their routines.

These new statistics come from the latest research from Mintel on women’s facial skincare, which revealed that the proportion of women using just one product to cleanse their face has risen from 25 per cent in 2018 to 28 per cent in 2019.

Meanwhile, the proportion of women using four or more products to cleanse has fallen from 26 per cent in 2018 to 18 per cent in 2019. The biggest facial cleansing casualties include facial cleansing wash (from 55 per cent  to 50 per cent), as well as facial cleansing wipes (from 54 per cent to 43 per cent) and facial toners (from 29 per cent to 25 per cent).

This comes as Mintel research reveals there has been a decline in the purchase of make-up, potentially led by reduced usage following the trend for naturally radiant skin. Indeed, 31 per cent of women who wear make-up are buying colour cosmetics less frequently now compared to last year, and 19 per cent have spent less on the category in the last 12 months.

Usage of facial care products have also taken a tumble in the last 12 months. The number of women using day cream/lotion declined from (from 66 per cent to 60 per cent); while night cream/lotion fell from 48 per cent to 44 per cent and blemish balm (BB), colour correct (CC) and daily defence (DD) cream slumped from 21 per cent in 2018 to 15 per cent in 2019.

Overall, the women’s facial skincare market is expected to decline by nearly 1% in 2019, falling to an estimated £1.16 billion from £1.17 billion in 2018. According to Mintel Global New Products Database (GNPD), brightening/illuminating is the top growing claim in the UK women’s facial skincare category, up 22% from 2017-18.

Alex Fisher, global skincare analyst at Mintel, commented: “A growing number of UK women are turning away from the multi-step K-Beauty routine, hoping to reach the same glowing result without having to put the time in. This need for simplicity has pushed them towards minimalist skincare products with more intense active ingredients, such as serums and oils.

“Disposable wipes have been hit particularly hard as consumers become more aware of the product’s negative effects on the environment. As sustainability grows in importance, many beauty consumers are deliberately cutting out these single-use products. At the same time, there has been a decline in the purchase of make-up, potentially led by reduced usage following the trend for naturally radiant skin.

“In the last few years, women have moved from matte make-up looks towards glittery highlighters, and are now choosing to ‘glow from within’ using skincare, rather than make-up. Serums and oils are the products of choice for creating this luminous look, while other options have been dropped from the routine.

“Serum is a well-liked format, perceived as brightening and nourishing, and often includes ingredients like vitamins and antioxidants which are said to illuminate skin. Meanwhile, oil is considered by some to be greasy, but this could also add to a more dewy/glistening complexion, which feeds into the overall desire to achieve glowing skin.”