According to our online survey conducted last fall, the name Helia-D is the first that comes to mind for most Hungarian women when they think of domestic cosmetic brands, and it is the fourth most popular brand among buyers on the market. The survey also examined how conscious Hungarian women are about skincare, where they purchase cosmetic products, what they most frequently add to their baskets, and how well they know the top active ingredients.
Our representative online survey included 1,000 Hungarian women aged between 18 and 65 who were examined for their beauty care habits and brand preferences. The survey also asked participants which Hungarian cosmetic brand they like the most and what comes to mind when they hear the name Helia-D.
The most popular Hungarian facial care brand
Helia-D performed exceptionally well in the competition between international and domestic facial care brands in the survey: according to respondents, among the brands available in the Hungarian market, Helia-D is the 4th most popular, while among Hungarian brands it is the most recognized; most people associate it with a well-known domestic brand, which they associate with quality products.
Where do we shop?
The survey also examined where buyers purchase cosmetics: as it turned out, six out of ten go to drugstores, but second place is reserved for supermarkets when they need beauty care products. Presumably, this is because it is easier to buy the necessary beauty products in one place during a larger shopping trip. Online shopping is also becoming increasingly popular for cosmetics: respondents buy facial serum, sunscreen, and ampoule concentrates online with great enthusiasm.
What goes into our basket?
The most frequently purchased product among respondents is body lotion and moisturizer – the former is purchased by eight out of ten, while the latter is purchased by 90 percent of respondents from time to time.
However, it was surprising that sunscreen is one of the least commonly purchased cosmetics, even though beauticians and dermatologists have been emphasizing for years that among environmental factors, sunlight ages the skin the most, so when it comes to conscious skincare, the regular use of daytime creams containing sunscreen is essential.
The survey also revealed that among the least frequently purchased products, in addition to sunscreen, are anti-aging creams, ampoule concentrates, and serums: while those using anti-aging creams are overrepresented among those over 40, those who prefer serums and ampoules are most represented by the younger 18-29 age group.
Consistency is the key
Almost half of Hungarian women between the ages of 18 and 65 deal with their skin daily, but only a third of the respondents have a morning and evening skincare routine. Among those who have a routine, the 40-49 age group is the most active, while conscious skincare is least common among those aged 18-29. The routine for more than 70% of the respondents consists of using facial cream, facial cleanser, eye cream, micellar water, and sunscreen.
Although high-potency products are now available not only for cosmetologists or luxury brand customers, only 14% of Hungarian women regularly use some kind of serum, and only 9% apply targeted, problem-focused treatments. However, serums contain active ingredients in a more concentrated form than creams, and can therefore have a stronger effect, achieving more noticeable results against early and deep wrinkles, as well as other skin problems.
Retinol is the biggest star
Although serum use is still less common here, a consumer segment more conscious of skincare has emerged in Hungary as well. Therefore, we were curious about how well Hungarian women know the ingredients of these cosmetics. The popularity of retinol is well demonstrated by the fact that it is the most well-known active ingredient, recognized by 85% of Hungarian women, but only 15% use it regularly.
More than half of the respondents are familiar with and use vitamin C, while over 70% of the respondents recognize caffeine and hyaluronic acid, but far fewer (24% and 35%, respectively) use them regularly.
Among the active ingredients, respondents knew the least about bakuchiol (an antioxidant derived from the seeds of the babchi plant) – only 22% recognized it, and only 3% use it regularly. Among those who are familiar with and use the ingredient, the 18-19 age group is overrepresented, and it is least popular among the 50-65 age group.
In addition to bakuchiol, respondents also knew little about niacinamide – 63% did not recognize or use the formula made up of B3 vitamin, which helps to fight typical signs of skin aging (wrinkles, spots) and has a specifically anti-acne effect. The situation is similar for peptides: over half of the respondents do not recognize the ingredient, and only 13% use it – most commonly among those aged 18-29.”