Putting a best face forward has ushered in a new array of consumer gadgets. At-home beauty tools have grown four times faster than the overall skincare market, with sales predicted to top $92 billion by 2028, according to one industry report.¹

With around 75% of American women using skin-care products, there’s also an opportunity to grow the market. The majority of U.S. men (52%) now say they use skin-care products, a big jump from just 31% saying that two years ago.²

Americans are spending both their time and money to keep skin care routines fresh: Nearly a quarter (23%) of people say they’re Dreamscrolling in search of beauty or self-care products to add to their wish lists, according to Empower findings. 

Shine a light

White full-face masks — reminiscent of Halloween costumes, but packed with tiny lights on the inside — that are making the rounds on social media are an example of LED light therapy.³ The process uses low-level light (minus harmful UV rays) to reportedly boost collagen production, increase blood circulation, and reduce signs of aging. Meanwhile, blue light is purported to help fight pigmentation and breakouts of acne — the most common skin condition in the U.S. affecting around 50 million people each year.^4,5

Many models can switch between different light modes, with LED masks priced around $500.⁶ The trendy tool also has star power, with one mask model securing a spot in the $1 million 2025 Golden Globes awards gift bag.⁷

Handheld lasers (similar in shape to a small flashlight), are described as being able to penetrate more deeply into skin than LED models.⁸ One laser (priced at $2,695) is said to improve the appearance of scars and cellulite within a month.⁹ Other laser models for home use are priced around $500 and up.¹⁰

The cost tradeoff of a laser tool (plus the ability to sit in the comfort of home) could be worthwhile compared to visiting a medical facility for similar procedures, with the average price of laser skin resurfacing coming in at $1,829.¹¹

Chilling out

The new tool landscape is more than just bright and shiny: The trend of icing skin brings a cooler touch to routines.

Rubbing ice or a cold rolling device over skin is said to de-puff swollen skin and could also help maximize other products in a beauty regimen, allowing ingredients to be absorbed into skin more effectively.¹²

One type of ice tool ($25 for one) received a $375,000 investment for the business after appearing on the entrepreneur-investor reality show Shark Tank Australia in September 2023, with more than 100,000 units sold.^{13, 14}

Products in action

Beauty may be in the eye of the beholder, but consumers are increasingly looking for proof points of how these tools operate before making a purchase:

• The majority of Americans (66%) say whether a skin-care product has positive reviews online is very or somewhat important to them (76% of women, 55% of men).¹⁵

• Around 80% of Americans between the ages of 20 and 40 search for what’s trending in beauty by interacting with online influencers.¹⁶

• Fashion and beauty is the most popular sector in the $21.1 billion influencer marketing industry. In 2024, skin care content from influencers received 49% more video views on social platforms year-over-year, along with a 44% jump in users engaging with the posts.¹⁷

Alluring purchases

Getting a facial refresh can be a mix of art and science, and home tools can be part of the equation. Some people opt to get their results at the doctor’s office.

Members of the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) performed 48 full or partial facelifts in 2023, a 60% jump over 2017. The group also cites the recent popularity of weight-loss drugs being connected to an uptick in procedures.¹⁸

Dermatologists can also play a role in the skin-care journey. As an alternative to a mask, LED light therapy at a dermatology office could cost from $25 to $85 per session, with the typical cycle of procedures requiring 10 weekly appointments, then once a quarter.¹⁹

Spending on new beauty technology can be a way to support wider life goals: More than a third of Americans (35%) say their physical well-being is a sign they’re successful, according to Empower research. Home beauty tools can be one way to encourage wellness and the effects that go more than skin deep.