China, the USA, UK and Brazil are the most dynamic markets when it comes to purifying products. A growth of the masstige and premium segments is observed and demonstrates a growing interest in more sophisticated products. The leave-on formats are important where creams are a must-have, jellies are on the rise and serums are booming. If cleansing products remain key, specific skin care products dedicated to oily and blemish-prone skin have slowly become unavoidable. To develop performant products, the use of specific active ingredients targeting the appropriate biological factor and restoring skin balance are valuable assets.