The average adult spends almost £400-a-year on skincare – nearly a quarter more than a decade ago, according to research.
A study of 2,000 adults found people typically invest in three products for their face each month, amounting to 36-a-year.
Those polled believe they spend an average of £396-a-year on skincare, a £96 rise from a decade ago.
Adults believe skin products have evolved over the years in terms of offering a greater variety (53 per cent), having more items aimed at men (46 per cent) and more worldwide brands being available (34 per cent).
Similarly, the planet and climate change has clearly had an impact with more organic (42 per cent), vegan (38 per cent) and sustainable (38 per cent) products making a splash in the market.
The survey found 36 per cent agree there are more products available that are backed by science and almost a third said they are glad the science of skincare has evolved over the years.
And 32 per cent said skincare products are far more innovative today compared to a decade ago.
It revealed men use three items on their face daily, the same as women, signifying the normalising of skincare for men.
The study, commissioned by centre:mk ahead of their September beauty festival, also revealed that moisturiser, face wash and cleanser are the top items people couldn’t imagine living without.
Kim Priest, a spokesperson for centre:mk, said: “Skincare has certainly evolved over the years and there is so much more choice now.
“Gone are the days of simply ‘cleanse, tone, moisturise’ – there are products out there now to suit all skin types whether suffering from acne, wrinkles or dull and tired looking skin.
“It’s interesting to see that despite the growth of technology, people today still prefer to get their skincare advice from in-store staff, highlighting the importance of real-life consultations and human experience.”
Despite the many sources available for skincare advice today such as newspapers, magazines, friends and social media, recommendations from in-store staff are still as strong as they were a decade ago.
In fact, advice from in-store staff has even strengthened over the years.
This includes 22 minutes a week being spent watching skincare tutorial videos and a further 23 minutes watching skincare hacks.
A further 25 minutes-a-week – almost 22 hours a year – is dedicated to actually using products.
The popular hacks people have tried include cucumber on eyes, toothpaste on spots and a cold spoon to reduce puffy eyes.
But despite 35 per cent using more hacks as they’ve got older, half have experienced a ‘disaster’ while doing so, which led to 69 per cent of them avoiding homemade shortcuts.
Such catastrophes included hacks leading to another skin complaint (22 per cent), discovering an allergy to an ingredient (19 per cent) and coming out in a rash (19 per cent).
The top products that Brits would never replace with a homemade shortcut were revealed to be moisturiser, facial sun-cream and cleanser.
More than a third also claim they are ‘loyal’ to the skincare brands they use and 19 per cent don’t trust the results of hacks.
A further 30 per cent of those polled, via OnePoll, believe the ingredients used in products has evolved over the years and the likes of niacinamide, hyaluronic acid and retinol hadn’t even been heard of a decade ago.
Hannah Martin, acclaimed celebrity make-up artist, said, “Skincare is possibly the most important yet underrated step of any makeup.
No matter how wonderful the makeup you have is, it will only look it’s optimal best if your skin has been prepped beforehand with the skincare that best suits your skin type.
“You don’t need a complicated routine, but a few skincare items can make all the difference.
“I’ve seen many times in my career the difference good skincare can make both in the immediate effect but also with clients with specific concerns who’ve seen their skin transformed.”
Kim Priest added: “We’re looking forward to our first beauty festival month during September where we’ll be showcasing the wide range of skincare and make-up brands at centre:mk including The Ordinary, Fresh and Augustinus Bader.
“We’ll have competitions and a live make-up masterclass with Hannah Martin.”