Gone are the days when skincare was classed as a simple cleanse and a TV ad-worthy splash of water on the face. Today, it's a non-negotiable twice-daily practice, a personal investment and a retail juggernaut that shows no signs of slowing. Our obsession with skincare is clear on paper: valued at US$136 billion in 2021, the global skincare industry is projected to pass US$205 billion by 2030.
It's even more obvious on social media. Scroll through your many feeds and you'll understand the mania. Posts tagged with #skincareroutine have reached more than 24 million (and counting) on Instagram, and on TikTok the hashtag #myskincareroutine has already hit
