A Rock Encantech, a reference in customer engagement solutions in Latin America, released a survey focused on the consumption behavior of dermocosmetics in the pharmacy channel between January and May 2025. Based on the national analysis of 800 thousand transactions conducted by 600 thousand shoppers, the research was carried out based on trends by age group, including showing the constant increase in demand for these products among younger audiences.
Consumers up to 19 years old, for example, account for over 56% of consumption in the Face Dermo category, especially with facial cleansing and treatment items (29.45%). Next in priority are moisturizers (19.13%), sunscreen (11.99%), brightening products (4.46%), and anti-acne products (3.11%).
“Mainly due to the influence of social media and content creators, daily skincare routines are being solidified early on. Additionally, a study by Boston University points out that the increase in people’s frequency in video conferences during and after the COVID-19 pandemic has led 77% of people to believe that an aesthetic procedure would help boost self-esteem,” says Fernando Gibotti, VP of Retail and Industry at Rock Encantech.
Older age groups
When the survey looks at consumers aged 20 to 49—covering the ranges of 20-29, 30-39, and 40-49—the Face Dermo category also stands out, accounting for over 60% of revenue. Despite this, there are other particularities; for example, there is a 5.38% presence of Baby Dermo products among shoppers aged 30-39, reflecting those who have young children.
For Gibotti, this breakdown also reveals that these age groups prioritize a more structured skincare routine, focusing on prevention and aesthetics. ‘The importance of sunscreen and moisturizers becomes evident due to increased exposure to computer and office lighting, as well as hormonal fluctuations. Another point is that the search for formulas that deliver visible results, such as collagen and hyaluronic acid, indicates that they are people connected to trends,’ he says.
Meanwhile, those above 50—including consumers aged 50-59, 60-69, 70-79, and over 80—show new preferences, such as the Body Dermo category, surpassing 25% across all age groups. The same can be said for Nutricosmetic Dermo products, which range between 9% and 13% and feature formulas with hydrolyzed collagen, hyaluronic acid, vitamin C, among other active ingredients.
Even so, Face Dermo doesn’t fall behind and still represents at least 40% of total revenue. However, there is a decline in the share of sunscreens, which ranges between 18% and 25%. This is mainly due to the incorporation of sun protection factors in anti-aging products, which range between 19% and 34%.
“In the older age groups, it’s evident that body care begins to take shape due to the natural decline in collagen and elastin production, which reduces skin elasticity and makes it drier,” explains the executive. “In facial care, what dominates is the combined use of anti-wrinkle creams and moisturizers, helping to reduce expression lines,” he adds.
Rock Encantech’s VP of Retail and Industry also emphasizes that all the survey data proves how much more demanding consumers have become, which is why retailers need to align with their behavior by considering both product offerings and shopper communication. ‘Aspects like well-being, self-esteem, and comprehensive care need to be incorporated into the formulas but also clearly positioned on shelves, packaging, and personalized service. In the long run, this focus on the customer’s more specific interests results in increased brand trust,” he concludes.
