Retreated data from an early 2026 YouGov survey show that more than 40% of adult Americans do not spend anything on skincare. The gender split sharpens this further. The same data shows men are more than twice as likely as women to say they spend nothing on skincare in a given month. Another 35% spend less than $25 a month which leaves roughly a quarter of the population spending more than $25 a month and only 9% more than $50, meaning a market of roughly 70 million consumers for the prestige and luxury brands.
