How Consumers Are Solving Their Winter Skin Crisis  

As temperatures drop and heating systems kick into gear, millions of consumers actively seek solutions to their winter skin woes. Here we looked at Global English online conversations from the past 3 months about managing skin in the winter to reveal:

• What are the main challenges people experience with their skin in the winter?
• What ingredients are described as most effective?
• What DIY solutions are people adopting to improve their winter skin?

What causes a shift in behaviour?

The transition to winter brings a perfect storm of environmental challenges that fundamentally alter skin behaviour. Cold, dry air combined with indoor heating creates a moisture-stripping environment that accelerates water loss from the skin. This seasonal change forces consumers to alter their skincare routines, driving a shift in product searches and purchases as people discover their trusted summer products simply aren't cutting it anymore. 

So, what’s bothering consumers? 

The past 3 months of social data reveal 9 distinct pain points when it comes to managing our skin in winter:

Dryness, dullness and lack of hydration (55k mentions). Cold air, indoor heating, and low humidity during winter strip the skin of its natural moisture, leading to dryness and dehydration. Linked to dryness, fears over flaky skin and makeup (9k mentions) during the festive season also emerge.  

Chapped lips and hands (42k mentions) emerge due to lack of Vitamin D and neglect of lips and hands, resulting in chapped and cracked skin. This is exacerbated by habits like licking lips and not using protective balms.

The harsher winter environment can cause increased sensitivity and redness (34k mentions), often due to a compromised skin barrier (18k mentions) and exposure to cold winds and indoor heating.

Worries over breakouts generated 17k mentions, due to the claimed use of heavier products and changes in skincare routines that may not suit all skin types.  Other behavioural changes that impact skin are also shared online, including neglecting to use SPF (36k mentions), increased use of hot showers (2k mentions) and over-exfoliation (1k mentions) due to trying to avoid flaky skin.  

Which winter skincare ingredients are being celebrated online?

Hydration heroes

• Hyaluronic acid remains popular due to its ability to lock in moisture and keep the skin hydrated. Consumer conversations praise its ability to plump and hydrate without heaviness.
• Squalane is seen as lightweight but highly moisturizing ingredient that mimics natural skin oils without being overly greasy. Perfect for those with sensitive skin who find traditional oils too heavy or pore-clogging.   Similar to squalene, Jojoba oil conversations praise its lightweight, non-greasy hydration.
• Sweet almond oil brings a rich concentration of fatty acids and vitamin E to reinforce the skin barrier.
• Online, beeswax has earned its status as a winter MVP through its natural ability to create a breathable barrier that locks in moisture while still allowing skin to function normally.

Barrier protectors

• Niacinamide is praised for its ability to calms redness, smooths texture and prevent irritation.  Meanwhile ceramide conversations praise their ability to strengthen the barrier by filling gaps in the skin with essential lipids to protect against cold and aggravation.

Anti-aging ingredients

• Resveratrol serves as the antioxidant superstar in winter formulations, fighting free radical damage from winter environmental stressors and appealing to consumers who don't want to sacrifice their anti-aging routine during colder months.

What DIY winter skincare solutions are people sharing online?

Consumers are increasingly turning to creative solutions and kitchen-cabinet remedies to address their winter skin concerns. Homemade “winter face packs” featuring honey for its humectant properties, yogurt for gentle exfoliation and probiotics, and oats for their soothing and anti-inflammatory benefits.

Smart product layering is commonly discussed as consumers learn to apply products in a specific order to maximise hydration.  Posts commonly describe applying products from thinnest to thickest consistency, allowing each layer to absorb properly before adding the next, creating a protective moisture sandwich that locks in hydration.

The continued trend toward multi-purpose products reinforces consumer desire for simplified routines without sacrificing results. Conversations reflect a need for a product holy grail of moisturizer, sunscreen and primer, streamlining morning routines during busy winter months.

To conclude 

The winter skincare market isn't just about selling more moisturizer. It's about understanding the complex interplay of environmental challenges, consumer behaviour and evolving ingredient preferences. Brands that can navigate this landscape with education, innovation and genuine solutions will capture the loyalty of winter-weary consumers seeking relief from their seasonal skin struggles.

Data was sourced from the Ipsos Synthesio social and search intelligence platform. To explore how we can help enrich your consumer understanding, book a demo today.