According to an analysis by market research company Mintel, the concept of skin protection has evolved from shielding the skin against external influences to strengthening its resilience. “Sunscreen use has increased, and skincare routines are more advanced than ever,” the report states. Nevertheless, a growing number of consumers describe their skin as reactive and sensitive.

Consumers’ needs now extend beyond protection against UV radiation, weather conditions and pollution. According to Mintel, they are looking for proactive ways to strengthen the skin’s own defenses rather than merely repairing damage. In the US alone, the market researchers see considerable potential for products designed to strengthen the skin barrier. Demand identified through “Consumer Conversations” has risen by 88 percent, while the number of new product launches has failed to keep pace, increasing by just 13 percent.

Demand Is Growing Faster Than Supply

“This is not a trend that brands created and consumers adopted – it is the other way around,” Mintel emphasizes. The analysis is based on a new Demand & Supply methodology that compares consumer interest derived from social media data with data on new product launches. According to the findings, established topics such as sun protection have already reached maturity, while the understanding of skin protection is increasingly expanding to include exposure to pollution, oxidative stress, extreme weather conditions and blue light. Products are expected to help the skin adapt to and recover from these stressors.

“Brands need to move beyond communicating protection solely as a defensive benefit and redefine it as a form of prevention, giving consumers the confidence that their skin can cope with whatever modern life throws at it,” says Mintel analyst Andrew McDougall.

The Skin Barrier Becomes the Key Selling Point

According to the analysis, one in three skincare products launched in 2026 makes claims relating to the skin barrier. In most cases, however, sun protection remains the primary focus, while support for the skin barrier is communicated merely as an additional benefit. Products from Clarins and Susanne Kaufmann are cited as examples of brands highlighting barrier support as their main promise.

In addition to traditional creams, serums, sprays and sticks could also be used. According to the data, interest in serum sprays showed particularly strong growth, followed by two-phase capsule creams from Korean skincare and moisturizing balms. The analysis identifies carnosine, ergothioneine, ectoin and hypochlorous acid as ingredients with particularly strong growth potential.

Source: Mintel