The Rock Encantech, a reference in customer engagement solutions in Latin America, released a survey focused on the consumer behavior of dermocosmetics in the pharma channel between January and May 2025. Based on the national analysis of 800,000 transactions carried out by 600,000 shoppers, the research was conducted based on trends by age group, showing the steady increase in demand for these products by a younger audience.
Consumers up to 19 years old, for example, concentrate more than 56% of consumption in the Facial Derm category, especially with cleansing and facial treatment items (29.45%). Following that, priorities are hydration (19.13%), sunscreen (11.99%), skin brighteners (4.46%), and anti-acne products (3.11%).
“Mainly due to the influence of social media and content creators, daily skincare routines are being established from an early age. In addition, a study conducted by the University of Boston indicates that the increase in people’s participation in video calls during and after the COVID-19 pandemic has led to 77% of people believing that an aesthetic procedure would help boost self-esteem,” says Rock Encantech’s Retail and Industry VP, Fernando Gibotti.
Older Ages
When the survey addresses consumers aged 20 to 49 — covering the age groups of 20 to 29, 30 to 39, and 40 to 49 — the Facial Derm category also stands out, accounting for over 60% of revenue. However, there are other particularities; for instance, there is a presence of 5.38% of Infant Derm products among shoppers aged 30 to 39, reflecting those with small children.
For Gibotti, this clipping also reveals that these age groups prioritize a more structured skincare routine, focusing on prevention and aesthetics. “It is possible to perceive the importance of sunscreen and hydration, due to the increased exposure to computer and office lights, in addition to hormonal fluctuations. Another point is that the search for formulas that bring visible results, with collagen and hyaluronic acid, indicates that they are people connected to trends,” he says.
Those over 50 years old — including consumers from 50 to 59, 60 to 69, 70 to 79, and over 80 — show new preferences, such as the Dermo Body category, above 25% in all age groups. The same can be said for Dermocosmetic Nutrition products, ranging from 9% to 13% and offering formulas with hydrolyzed collagen, hyaluronic acid, vitamin C, among other active ingredients.
Nevertheless, the Face Dermocosmetics category does not lag behind and still represents at least 40% of total revenue. However, there is a decrease in the participation of sunscreens, which range between 18% and 25%. This is mainly due to the incorporation of protection factor into anti-aging products, ranging from 19% to 34%.
“In the older age groups, it is visible that body care starts to take shape due to the natural decrease in collagen and elastin production, which reduces the skin’s elasticity and makes it drier,” explains the executive. “In the facial realm, what prevails is the combined use of anti-aging creams and moisturizers, helping to reduce expression lines,” he adds.
The Retail and Industry VP of Rock Encantech also emphasizes that all the research data confirms how much the public is more demanding, so retailers need to keep up with their behavior by considering both product offerings and communication with the shopper. “Issues such as well-being, self-esteem, and complete care need to be addressed in the formulas, but also clearly positioned on the shelves, packaging, and personalized service. In the long run, this concern for the customer’s more specific interests results in increased brand trust,” concludes
