How At Home Skincare Devices are Taking Over the Market

Emma Coleman, columnist at PBL Magazine is an Aesthetics and Dermatology RGN with award-winning clinics across London and Kent. She frequently speaks and writes about her passion: taking a holistic approach to skin health, and has launched her own natural, antioxidant skincare line.

With a global market estimated to reach 90 billion dollars by 2030 and a growth rate of around 100% per annum, the use and value of at-home beauty devices have skyrocketed since 2020. Why the growing trend? According to industry experts, one of the main attractions lies in the fact that customers are more educated about and interested in improving their own skin, fueled by social media, while the control and instant gratification that goes with using an at-home device, where results and skin improvements are immediately visible in the bathroom mirror, is too good to ignore. There is also a cost-benefit, where consumers are saving by avoiding hefty beauty salon price tags and repeat visits, while technologies are becoming more intuitive too, making devices easy to use and tailored for each individual.

Facial cleansing brushes and LED light devices, in particular, have seen a surge in sales with brands competing for ever-more effective and unique technologies to entice consumers, who are highly educated on their skin and what it needs. Many brands have collaborated with beauty tech-leaders, as was the case when YSL collaborated with Perso to launch a clever lipstick shade creator in 2022. Other brands are emerging who specialize solely in the manufacture of beauty devices, with a range of price points; Magnitone based here in the UK, for instance, aims to make intelligent devices for the face and body accessible to all in terms of ease of use and price point. Their basic cleansing brush starts from just £14, allowing those on a budget to change up their skincare routine. On the other end of the spectrum, we have the Foreo Cleansing Brush whose RRP is £269, which promises to reduce fine lines and wrinkles as well as deeply cleansing the skin.

Cost aside, consumers are also getting access to more sophisticated technologies such as the Dermalux flexible LED light, previously a professional product, which can now be purchased by the general public, while the TheraFace LED Face Mask offers near-infrared light therapy, clinically proven to help reduce symptoms of skin conditions such as eczema and psoriasis. The recently launched Magnitone London Face Rocket houses a wide range of technologies including LED, Radiofrequency, Cryotherapy, Microcurrent, and Sonic Massage in one device, and the Lyma Laser device uses Intense Pulsed Light (IPL) to zap spots, reduce pigmentation, and thread veins on the skin’s surface; both are slim and light enough to fit inside your handbag.

But are they safe? All devices must go through rigorous testing prior to becoming available to sell, and most do come with very specific instructions and diagrams to avoid consumers accidentally over-using them. The top brands have time-specific clinical trials behind them to support outcomes, but do be aware of ‘dupe’ or counterfeit products which do not boast any of these accolades and, while cheaper, will not provide the desired tech.

What’s next? Artificial Intelligence will give consumers a deeply personalized and interactive experience with their at-home beauty devices. Additionally, devices will become more sustainable and inclusive.

The future of at-home beauty devices is exciting and full of adventure, but do remember to do your homework, really think about what you want to get out of your device, and avoid simply buying something endorsed by your favorite influencers. Also, understand that results may take time versus in-clinic beauty treatments, so persistence and consistency are key.