Summer is drawing to a close. This is a good opportunity to take stock of American women’s beauty expectations for this season. The verdict from the market research agency The Benchmarking Company: consumers have prioritised a radiant, healthy complexion over a tan.
This survey was conducted in June 2026 among more than 5,100 American women.
The summer mindset
Four out of five respondents said that having healthy, glowing skin was their top priority for the summer. This goal led to several changes in habits:
• 68% paid more attention to sun protection
• 67% opted for cosmetics with a light texture
• 62% spent more time outdoors
• 50% simplified their skincare routine
For those surveyed, a summer glow was defined above all by skin that looked healthy (75%), slightly tanned (69%), radiant (68%), and hydrated (65%).
The pre-summer preparation routine
Before the arrival of warmer weather, American women focused on exfoliation (64%), moisturizing (61%), hair removal (60%), brightening treatments, and the use of vitamin C (48%).
What they looked for in their summer skincare products
The most sought-after benefits were hydration (87%), sun protection (81%), anti-aging (74%), radiance and a healthy glow (60%), and the reduction of dark spots (57%).
SPF: now essential year-round
Female consumers no longer view sun protection as a seasonal practice. 96% see it as a full-fledged anti-aging tool, and 94% consider it an everyday beauty essential. Half …
