Is There Still Whitespace in Skincare?
Is There Still White Space in Skincare?
The skincare market is crowded. New brands launch every month and most consumers already have a go-to serum or moisturizer, yet the category continues to grow. Facial skincare alone generated nearly $95.5B in 2023 and is projected to reach 142B by 2030, growing at a healthy 6% CAGR. At Rodeo GP, we believe there is still room to build meaningful companies if you know where to focus.
Here are the areas we think have the clearest opportunities for breakout growth:
1. Clinical Skincare at MASStige Price Points (with personality!)
Just because something is clinical does not mean it has to feel boring or sterile. Consumers want dermatologist-grade actives and real results, but they also care about branding, cultural relevance, and experience. We see room for brands that:
Offer clinically effective concentrations of ingredients like retinoids, peptides, and barrier-repair actives at under-$35 price points
Bring playfulness to packaging, storytelling, and sensoriality rather than leaning too heavily on cold, clinical cues
Balance science with emotional resonance - focusing on what better skin actually means for a consumer’s confidence and wellbeing and backing it up with clinical trials
The global anti-aging skincare segment is expected to nearly double from $54B in 2025 to $112B by 2035, growing at 8% CAGR. This shows the appetite for science-backed, results-oriented skincare is only accelerating.
2. Beauty From the Inside Out
Consumers are no longer satisfied with topical products alone. They want skin health from the inside out. This is where we see opportunity for ingestible formats that combine efficacy, taste, and brand experience.
Trends from Korea point the way: flavored collagen drinks, lattes, gummies, and functional shots that combine collagen with vitamin C, antioxidants, and probiotics are booming. Global consumers are increasingly looking for these convenient, enjoyable ways to support hydration, elasticity, and barrier health from within. The opportunity lies in combining clinical validation with lifestyle-driven branding so the experience feels as exciting as your favorite skincare ritual.
3. Targeted Solutions for Niche Skin Concerns
Vague “brightening” or “hydrating” claims are no longer enough. Consumers want precise solutions for hormonal acne, rosacea, postpartum skin changes, hyperpigmentation, and other specific issues. Brands that meet these needs with clinical rigor and transparent claims will win trust and loyalty.
Skincare may be saturated, but the data shows the category is still growing, and growing fast. The brands that will define the next decade will be those that solve real problems, deliver science-backed results, respect consumers’ budgets, and create experiences people love.
Where do you see white space in skincare?
