AI skincare searches surge as consumers seek guidance
Searches for "AI skincare" reached 733,000 in the past month, according to Fresha. Interest in the term rose 2,647% over the past year.
The figures point to a sharp increase in consumer attention on beauty tools that use artificial intelligence, image analysis and connected apps to guide skincare choices or tailor treatments at home. Fresha, a beauty and wellness booking platform, said the trend spans several product types, from selfie-based skin scanning tools to app-linked devices and more advanced biomarker-led systems.
The rise in searches comes as skincare shoppers navigate a crowded market of products, routines and online advice. Across the beauty sector, companies have introduced digital tools that promise more tailored recommendations, often based on uploaded images, questionnaires or data collected through connected devices.
According to Fresha, most products in the category fall into a handful of groups. One includes skin analysis and selfie-scanning tools that assess visible features such as tone, texture, pores, blemishes and fine lines before suggesting products or routines.
Another covers AI product-recommendation platforms, which serve as digital matchmaking services for skincare. These tools typically combine face scans, questionnaires or skin profiling to suggest products based on a user's visible concerns.
Smart skincare devices form a third segment. These app-connected or AI-assisted beauty tools adjust treatments using user input or biological response data, aiming to make home use feel more tailored.
A further category includes predictive skin technology and biomarker-led tools, which aim to go beyond surface analysis and assess how skin may respond to ingredients or develop cosmetic concerns over time. This remains at the more advanced end of the market, but it reflects how quickly the beauty sector is adopting consumer-facing AI features.
Consumer Appeal
Danielle Louise, beauty expert at Fresha, said the appeal lies in the promise of more individual guidance in a market where many consumers feel overloaded by choice.
"AI skincare is taking off because it promises two things beauty consumers want right now: personalisation and convenience. People are faced with thousands of products, so anything that claims to make skincare feel more tailored instantly becomes appealing. But AI skincare is also being misunderstood. Many of these tools are designed to support skincare decisions, not replace proper expert advice. Some can help people narrow down products or better understand their routine, but they should not be treated as a shortcut to diagnosing more serious skin concerns," Louise said.
Fresha said these tools currently offer the most value when they help users narrow product choices, build more structured routines and use home devices more consistently. For consumers unsure where to begin, this can reduce friction in the buying process and make skincare easier to navigate.
"The appeal is obvious. Consumers want help cutting through the noise, and AI skincare suggests something more tailored than a generic routine. For people trying to work out where to start, these tools can make skincare feel more approachable and less overwhelming. Where they are strongest right now is in support. They can help guide product selection, make routines feel more personalised and, in some cases, improve how people use at-home beauty devices," Louise said.
Limits Of Use
Fresha also set out where consumers should be cautious. Persistent acne, rosacea, unexplained irritation, sudden pigmentation changes, ongoing inflammation, skin barrier damage, and skin conditions that are painful, spreading or worsening should not be treated as matters for a beauty app alone.
That distinction is likely to become more important as AI branding spreads across the cosmetics and personal care market. While image-led analysis can identify visible patterns, it does not replace clinical diagnosis or in-person assessment when symptoms are complex or severe.
"The danger is when consumers start believing a smart beauty tool can tell them everything they need to know about their skin. It cannot. AI can help with routine building, product guidance and at-home support, but it still has limits. If someone is dealing with chronic breakouts, inflammation, sensitivity or sudden changes in their skin, that is where proper human expertise matters. The best way to view AI skincare right now is as a beauty support tool, not a replacement for expert judgement," Louise said.
Wider Shift
Fresha linked the rise in interest to a broader shift in beauty-buying habits. Consumers are becoming more selective about spending while also encountering more products, trends and advice across social platforms and retail channels.
Against that backdrop, tools that appear to simplify decisions or offer a more individual route through a crowded market are drawing more attention. In skincare, where shoppers often seek products for specific concerns rather than general use, that proposition may carry particular weight.
"Consumers are becoming more selective about what they buy, but at the same time, they are being exposed to more products, more trends and more advice than ever. That is why AI skincare feels appealing right now. It suggests a more tailored route through all that noise. What is really driving interest is the idea that beauty can now feel more individual without needing a full in-person consultation every time. That is a powerful sell, especially in skincare, where people are often trying to solve very specific concerns rather than follow a generic routine," Louise said.
Fresha said trust in the category will depend on how clearly brands explain what these tools can and cannot do.
"The strongest products in this space will be the ones that support better choices without overpromising. Consumers want tools that are clear about what they can actually help with. AI can absolutely play a role in the future of beauty, but the brands that win trust will be the ones that use it to support consumers, not mislead them," Louise said.