The Truth Behind Skincare: The Industry’s Sales Funnel

Let’s delve into the fundamental structure of the skincare industry and reveal how it drives a sales funnel that might surprise you.

The skincare industry is divided into two primary product categories: abrasives and moisturizers. While the industry offers a wide array of products—scrubs, exfoliants, soaps, cleansers, lotions, creams, ointments, and serums—these all fall into these two basic categories.

Abrasives: Disrupting the Skin Barrier

Abrasives are designed to disrupt the skin barrier. This category includes soaps, detergents, cleansers, body washes, and physical exfoliants like scrubs, loofahs, and brushes. The core function of abrasives is to disturb the skin’s protective layer, creating a temporary deficit that the skin must repair. 

The underlying assumption is that this disruption helps remove unwanted elements such as dead skin cells or excess oils. However, the result is often damage to the skin barrier rather than genuine health benefits. All abrasives, regardless of their form, ultimately lead to the same outcome: a compromised skin barrier.

Moisturizers: Enhancing Skin Barrier Integrity

On the other side of the spectrum are moisturizers. These products—lotions, creams, ointments, and serums—are marketed as enhancing the skin’s ability to retain moisture and support the barrier. In reality, they don't add moisture but rather help the skin maintain its existing moisture and integrity. 

Despite their varying formulations, the primary goal of moisturizers is the same: to improve the skin's ability to retain moisture and support its barrier function. Many products claim to offer additional benefits like rejuvenation, but the scientific backing for these claims is often weak. Most moisturizers, regardless of their specific claims, perform similar functions in helping the skin retain its moisture and integrity.

The Sales Funnel: A Two-Step Process

Here’s where it gets interesting: the interplay between abrasives and moisturizers creates a sales funnel. Abrasives disrupt the skin barrier, leading to the need for moisturizers to repair and restore the skin. This dynamic ensures that consumers often end up purchasing both types of products. 

Many skincare routines involve using abrasives to exfoliate or clean the skin, followed by moisturizers to alleviate the disruption caused by the abrasives. This cycle promotes continuous purchasing, as consumers are led to believe that both products are necessary for healthy skin.

Critical Reflection: Do You Really Need Both?

While moisturizers can be beneficial for those with sensitive or dry skin, not everyone needs them. Overuse of abrasives can be harmful, especially for individuals with delicate skin. In such cases, it’s crucial to minimize abrasive use and focus on effective moisturization. For those in need of a moisturizer, options like white petroleum jelly or specific vegan balms might be suitable.

In summary, understanding the basic structure of the skincare industry can help you make more informed choices.

Thanks for reading and God bless.

Yuval Bibi, MD/PhD - Board Certified Dermatologist