After years of consistent double-digit growth, the medical-dispensed skin care market in the United States is stabilizing to more sustainable single-digit sales growth. However, the market is still ripe with opportunities for those who know where to focus. Insights from Kline’s recently published Physician-Dispensed Skin Care: U.S. Perception and Satisfaction Survey 2024 uncover key trends that professional skin care marketers and physicians can leverage to stay ahead.
Manufacturers’ Sales Growth of Medical-Dispensed Skin Care Products in the U.S, 2018-2024
Data Sources: Kline’s Professional Skin Care Global Series, Kline’s Medical-Dispensed Skin Care: U.S. Mid-Year 2024 Update.
Trend #1: Younger Generations Fuel Growth in Non-Surgical Aesthetic Treatments
Millennials and Gen Z are leading the way, now accounting for 46% of patients seeking non-surgical aesthetic treatments, according to Kline’s survey. These younger generations are not just growing in numbers—they’re also more open to a variety of services. This shift presents a significant opportunity to upsell quick-fix treatments like injectables and fillers, especially as these groups often favor regular maintenance and advanced facials.
Trend #2: At-Home Skin Care Meets Exciting Innovations in Anti-Aging
Another rising trend is the demand for at-home products that replicate the results of in-office treatments. While core essentials and prevention through ingredients like Vitamin C remain strong, patients are increasingly turning to solutions targeting age-reversal and overall correction. Innovations like topical exosomes from brands such as ( plated )™ Skin Science and SkinCeuticals are making waves, opening up an exciting space for growth in the market.
Trend #3: Expanded Menu of Health and Wellness Services in Skin Care Offices
The integration of wellness services — such as weight loss, hair growth, and overall health — is another emerging trend worth watching. Notably, according to Kline’s recent survey, 20% of surveyed physicians plan to offer wellness programs by 2025 and onwards. Introducing bundled promotions and forming in-office partnerships with wellness companies can help attract a broader audience while creating synergy across service categories.
Future Spending and Enhanced Brand Support Signal Growth Potential in Skin Care
Despite slower market growth, physicians remain optimistic about the future of patient spending on professional skin care products. In fact, 40% of surveyed physicians expect patients to spend more in 2025, up from 31% last year. This signals significant opportunities to introduce high-quality products and upsell existing ones, particularly in higher price tiers. As consumers navigate today’s tighter economic climate, they are prioritizing value, making multifunctional and corrective products a strategic focus for skin care marketers.
At the same time, physicians report that the overall brand performance of their #1 revenue-generating brand is meeting their expectations. In line with the previous years, price and value-added services continue to rank as top priorities, but brands are also raising the bar by offering enhanced training and education. These efforts are exceeding expectations, strengthening partnerships, and positioning brands to better capitalize on future spending trends.
To learn more about the trends shaping the professional skin care market and how your brand can stay ahead, explore Kline’s in-depth market intelligence solutions and advisory services. Our portfolio of insights covers consumable skin care products sold through beauty institutes, spas, medical care providers, and retail, along with perspectives from dispensing skin care physicians and consumers. We also offer deep dives into the dynamic medical providers channel. Connect with an industry expert to discuss your unique business needs.
