“While the skin positivity movement has played a crucial role in promoting self-acceptance and celebrating diversity, it has primarily focused on embracing imperfections rather than solely addressing skincare concerns,” Akinseye Akinnaike, managing director, UK-based SkinChoice, told Stylus. Today’s acne consumer just wants clear skin, seeking advice from trusted professionals who make safe, results-driven, science-backed products.

Until recently, acne care consisted of uninviting blue ointments for pimply teens. Now that skincare curious tweens, stressed-out 20-somethings and perimenopausal women are all seeking support for acne issues, brands are responding with nuanced formulas and targeted packaging.

Stress, anxiety, diet and hormonal imbalances activate higher levels of cortisol, causing inflammation, stimulating oil glands and contributing to acne. In a UK survey of people with acne aged 10 to 46, 60% of respondents had experienced decreased confidence (British Journal of Dermatology, 2022), potentially exacerbating the problem.

With Gen Z to Gen X consumers demanding solutions for a wide range of acne issues, next-gen wearables, LED devices and topical treatments are delivering fast, targeted results. In the US, average monthly online searches for ‘red light wand” have risen 143% year-on-year (Spate, December 2023).

As consumers seek alternatives to astringent salicylic acid and benzoyl peroxide, brands are exploring new antibacterial products that address acne, restore the microbiome and prevent breakouts. From probiotics to pumpkin enzymes, traditional Korean herbs to glacial minerals, acne care is showing its gentle side.