Face masks named the top product cash-strapped Brits would ditch

By Julia Wray | Published: 31-Oct-2022

The survey by Clarins Beauty Daily also revealed that 92% would rather ‘trade down’ than remove products from their routine entirely

Face masks, perfume and facial exfoliators are the top products that British women would axe from their beauty routine if money was tight.

According to a survey of 2,000 British women, commissioned by the Clarins brand’s content marketing arm Beauty Daily, skin care was deemed less essential than make-up in light of saving money, with toner, face serum, eye cream, cleanser and lip balm also making the ‘top ten’ for products consumers would stop buying. 

That said, 92% of those surveyed revealed they would consider more affordable beauty items before removing them from their routine entirely. 

In this instance, face moisturiser came in first, with 45% of respondents revealing they’d opt for a cheaper moisturiser. 

This was followed by cleanser at 43%. 

Products women would be less likely to seek out cheaper alternatives for were contour products (12%), lashes (13%) and lip liner (14%), reinforcing the idea that Brits are more likely to compromise on skin care over colour cosmetics. 

While 57% of women cited fragrance as an essential part of their beauty routine, its relative high price point meant it was high on the list of items consumers would cut if they had to.

The survey also asked consumers about their professional beauty services, with haircuts being the top treatment British women would stop getting done professionally (38%), followed by hair colouring, gel manicures and acrylics. 

"With the cost of living rising and a lot of women around the country having to make cutbacks, these findings are so insightful regarding how we spend on our beauty routines,” said Sarah Joan Ross, Editor of Beauty Daily.

“I will certainly be looking at cutting back on a few items, except SPF! This should be considered a non-negotiable staple. 

“There’s also a case for looking into formulations – rich, high-tech and concentrated products that you use less of and inevitably can last much longer could be the way to go.”   


The top 10 products women would ditch if money was an issue

  1. Face masks
  2. Perfume
  3. Face exfoliators
  4. Toner
  5. Face serum
  6. Eye cream/eye serum
  7. Cleanser
  8. Primer
  9. Body exfoliator
  10. Lip balm

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