The study identifies eight different profiles. Each segment is distinguished by its mindset, the complexity of its routine, its preferred purchasing channels, its trust criteria (dermatologists, peers, influencers), and its emotional or functional sensitivity to the category.

These include:
• The Clinical Seekers, who are primarily looking for scientific effectiveness and are willing to invest in complex routines
• The Budget Basics, who prioritize simplicity and price
• The Trusted Touch Ritualists, who are loyal to established brands and value sensory comfort
• The Natural Integrity Seekers, who prioritize safety and natural ingredients
• The Skincare Hackers, who are young, connected, and fans of flexible routines
• The Performance Pragmatists, who are results- and price-oriented
• The Feel-Good Explorers, who seek pleasure and self-expression
• The Effortless Quality Enthusiasts, who seek a balance between effectiveness and enjoyment of use

Clinical Seekers represent only 19% of consumers but generate 32% of the market value, with an average annual basket of €350 to €460. At the opposite end of the spectrum, Budget Basics prioritize simplicity and low prices, spending an average of €115 to €140 per year. All other profiles fall between these extremes.

Contrasting value dynamics

The …