2025 Skincare Brand Trust Survey: What Consumers Really Believe
In a beauty industry overflowing with product launches, influencer reviews, and award badges, who and what do skincare shoppers actually trust?
We surveyed 237 U.S. skincare consumers to uncover the truth — and the results may surprise you.
“It’s a fascinating paradox — shoppers demand transparency from skincare brands, yet the very marketing channels designed to ‘build trust’ are often the least believed.” — Dr. Heather Smith, bareLUXE Skincare
Key Findings
- Influencer reviews ranked lowest in trust — 54.4% of shoppers said they don’t trust them at all.
- Formal lab testing ranked highest as the most trusted signal of product quality.
- Media Awards and positive customer reviews were viewed with high levels of skepticism, with many shoppers believing they’re paid placements.
(More insights are included in the full report.)
⭐️ Access the Full Skincare Brand Trust Report Here (PDF)
Why This Matters:
Trust is the cornerstone of brand loyalty, and this recent research indicates that traditional marketing strategies may no longer suffice. Modern skincare shoppers actively question the authenticity of claims, reviews, and even awards. Brands that recognize and address these perceptions will be better positioned to cultivate lasting relationships with their customers.
About the Report:
- Market research led by Dr. Heather Smith, founder of bareLUXE Skincare
- Released: August 2025
- Participants: 237 U.S. skincare shoppers
- Method: Online consumer survey administered through a third-party data aggregator, ensuring a representative sample of U.S. skincare shoppers.
Why Release These Findings?
Indie beauty brands are closing their doors at an alarming rate, often drowned out by the noise of big-budget marketing and mass-produced product lines. As an independent founder, I believe transparency can be about more than just customers. The more honest insights we put into the hands of indie founders, the stronger and more resilient this industry can become.
Dr. Heather Smith developed her love for skinimalism and clean beauty years ago when she began making home remedies for her newborn's eczema. She is an expert in natural ingredients and active botanicals and has now launched bareLUXE Skincare - a full line of effective oil serums. She dedicates this blog to consumers who are researching ingredients and working to make their beauty ritual more natural and sustainable.
MEDICAL DISCLAIMER
This content is for informational and educational purposes only. It is not intended to provide medical advice or to take the place of such advice or treatment from a personal physician. All readers/viewers of this content are advised to consult their doctors or qualified health professionals regarding specific health questions. Neither Dr. Smith nor the publisher of this content takes responsibility for possible health consequences of any person or persons reading or following the information in this educational content. All viewers of this content should consult their physicians about their skincare concerns and routines.
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