by Skincare is moving beyond the idea that everyone with “dry,” “oily,” or “combination” skin needs the same routine. Today, consumers are looking for products that address their specific skin concerns, lifestyle, environment, age, and changing skin needs.
This shift is driving the rise of personalized skincare, where brands use questionnaires, dermatologist assessments, AI-powered skin analysis, ingredient customization, and other technologies to create more targeted recommendations.
According to Towards Healthcare, the global personalized skincare products market was valued at USD 30.63 billion in 2024 and is projected to reach USD 66.37 billion by 2034, growing at a CAGR of 8.04% from 2025 to 2034.
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So, which skincare brands are standing out for tailored solutions, and how are they approaching personalization?
Leading Brands Offering Personalized Skincare
Towards Healthcare identifies several companies active in the personalized skincare landscape, including Proven Skincare, Curology, Function of Beauty, The Estée Lauder Companies, L’Oréal Groupe, Coty, Amway, August Skincare, and It’s The Buff.
Among these, Proven Skincare, Curology, and Function of Beauty are particularly relevant when looking at customized skincare experiences.
1. Proven Skincare: Personalization Built Around Individual Skin Needs
Proven Skincare has positioned itself around the idea that skincare should be tailored rather than one-size-fits-all.
According to Towards Healthcare, Proven uses consumer questionnaires and AI-powered ingredient selection to develop personalized skincare recommendations. The approach considers individual skin concerns and can incorporate factors such as lifestyle and environmental exposure.
This model can be useful for consumers who are dealing with several concerns at the same time, such as:
- Dryness and dehydration
- Hyperpigmentation
- Fine lines
- Sensitivity
- Uneven skin tone
- Environmental skin stress
Towards Healthcare also reports that Proven raised USD 12.2 million in Series A funding in September 2023, supporting its customized skincare business and brand development.
Best suited for:
Consumers looking for highly customized daily skincare routines based on multiple skin and lifestyle factors.
2. Curology: Dermatology-Led Personalized Skincare
Curology takes a somewhat different approach.
Instead of relying only on a standard product recommendation, the brand combines personalized skincare with licensed dermatology providers.
Towards Healthcare highlights Curology’s focus on customized prescription skincare and notes that its dermatological specialists have treated more than 5 million patients.
The brand is particularly relevant for consumers dealing with concerns such as:
- Acne
- Hormonal breakouts
- Persistent blemishes
- Hyperpigmentation
- Long-term acne management
Its personalization model is therefore more treatment-oriented than simply recommending products based on whether someone’s skin is oily or dry.
Best suited for:
Consumers looking for dermatologist-guided skincare, particularly for acne and other persistent skin concerns.
3. Function of Beauty: Customization Across Personal Care
Function of Beauty is well known for its personalized approach to beauty products and has also expanded customization into skincare.
Towards Healthcare identifies the company among the notable players in the personalized skincare products landscape.
Its approach focuses on allowing consumers to create routines around their individual goals rather than selecting from a single standardized regimen.
Best suited for:
Consumers who prefer customizable beauty routines and ingredient-focused personalization.
Proven Skincare vs. Curology: Which Approach Is More Personalized?
The two brands demonstrate how different personalization models are developing within skincare.
| Factor | Proven Skincare | Curology |
|---|---|---|
| Core approach | AI/data-driven customization | Dermatology-led personalization |
| Skin assessment | Consumer questionnaire and personal factors | Skin evaluation with dermatology providers |
| Acne focus | Yes | Strong focus |
| Lifestyle factors | Strong focus | Considered within treatment approach |
| Prescription skincare | No primary focus | Yes |
| Personalized formulations | Yes | Yes |
| Best suited for | Broad personalized routines | Targeted dermatological concerns |
The key difference is that Proven emphasizes broader personalization around the individual’s skin profile and lifestyle, while Curology places greater emphasis on dermatology-led treatment and prescription skincare.
Why Consumers Are Moving Toward Tailored Skincare
The definition of “skin type” is becoming much broader.
Two people may both have oily skin but need completely different routines.
For example, one person may have oily, acne-prone skin while living in a humid climate, whereas another may have oily but dehydrated skin and experience high pollution exposure.
That is why personalized skincare increasingly considers several factors:
Skin Concerns
Acne, pigmentation, dryness, sensitivity, wrinkles, uneven tone, and other concerns.
Lifestyle
Sleep, diet, stress, exercise, travel, and daily routines.
Environment
UV exposure, pollution, humidity, seasonal changes, and climate.
Biological Factors
Age, hormonal changes, genetics, pregnancy, menopause, and potentially the skin microbiome.
Towards Healthcare notes that personalized skincare is increasingly moving beyond basic skin-type classifications toward these broader individual characteristics.
AI Is Changing How Skincare Is Personalized
AI is becoming one of the most interesting technologies in personalized beauty.
Instead of asking consumers to determine their own skin condition, AI-powered platforms can analyze images and identify characteristics such as:
- Acne
- Pigmentation
- Redness
- Wrinkles
- Texture
- Oil levels
- Other visible skin concerns
Towards Healthcare estimates that the global AI in skincare market will grow from USD 4.92 billion in 2025 to USD 27.41 billion by 2035, representing an 18.74% CAGR.
The skin analysis and diagnostics segment accounted for 36% of the AI in skincare market in 2025, while personalized product recommendations represented 24%.
This shows that personalization is increasingly becoming a technology-driven experience.
The Market Opportunity Is Growing
The broader skincare industry is also expanding.
Towards Healthcare estimates that the global skincare market will increase from USD 132.13 billion in 2026 to USD 240.28 billion by 2035, growing at a 6.87% CAGR.
However, personalized skincare is growing faster, with an expected 8.04% CAGR through 2034.
That difference is important.
It suggests that consumers aren’t simply buying more skincare products—they are increasingly looking for products that feel relevant to their individual needs.
Face Care Remains the Biggest Opportunity
According to Towards Healthcare, face care held the leading position in the personalized skincare products market in 2024.
That makes sense because facial skin is where consumers commonly experience concerns such as:
- Acne
- Dark spots
- Fine lines
- Dryness
- Sensitivity
- Uneven tone
- Excess oil
However, body care is also expected to experience strong growth as consumers become more interested in personalized solutions beyond facial skincare.
DNA-Based Skincare Is Emerging
Another interesting development is the use of DNA-based testing.
Towards Healthcare reports that the DNA segment held a significant share of the personalized skincare testing segment in 2024.
The concept is to use genetic information to understand potential skin characteristics and risks and then develop more individualized skincare recommendations.
Although this remains a developing area compared with conventional questionnaires and assessments, it represents how far personalization could eventually extend.
What Should Consumers Look for in a Personalized Skincare Brand?
Personalization doesn’t automatically mean that a product is better.
Consumers should look at how the brand actually creates its recommendations.
A credible personalized skincare platform should clearly explain:
- How skin information is collected
- What factors are considered
- Which ingredients are being recommended and why
- Whether dermatologists or skincare professionals are involved
- How recommendations change over time
- What evidence supports the products
- How personal information is handled
The strongest personalization models are likely to combine consumer data, scientific formulation, expert input, and technology rather than simply using a marketing quiz.
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The Future of Tailored Skincare
The next stage of personalized skincare could move well beyond questionnaires.
Towards Healthcare highlights emerging applications involving AI-powered diagnostics, lifestyle-based recommendations, ingredient customization, genetic analysis, and advanced digital skincare technologies.
Imagine a skincare routine that considers:
Your skin → your lifestyle → your environment → your biological factors → your progress
and then adjusts recommendations as your skin changes.
That is the direction in which the industry is moving.
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