This article was originally published in the Skin Care Trend Report. Receive your copy here
As summer 2025 approaches, face mists pose a “huge opportunity” for skin care brands, according to beauty retailer Space NK and market research company Circana.
The segment exploded last year, finding value growth of 42% in the UK as the number of launches almost tripled, reveals Circana.
Across Europe, the two biggest launches between 2023 and 2024 were Charlotte Tilbury’s Magic Hydrator Mist and La Prairie’s Skin Caviar The Mist, according to Circana, however retailers have seen dozens of new entries as the fledgling category takes off.
At Space NK, where sales of face mists outperformed the market in 2024 with growth of 48%, the retailer introduced 12 new launches over the past 12 months.
Shannon Monteith, Space NK’s Head of Skin care tells Cosmetics Business: “We have some super strong sellers from Caudalie’s Elixir, Omorovicza’s Queen of Hungary Mist and Tatcha’s Dewy Mist.
“For brands it is a great way to introduce a customer into their wider skin care routine, an easy add on to the routine; in the same way a mascara would be for a great entry into a new make-up brand.
“And for customers, it offers that ‘glimmer’ during the day, that moment of calm, peace and joy throughout the day that takes only a few seconds.”
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