While anti-ageing skincare routines previously began around age 30, the advent of social media has shifted timeframes forward – 70% of Gen Zers use anti-ageing products every single day (Circana, 2024). Add to this a fear of ageing inherited from Gen Xers and millennials, and 20-somethings are facing a perfect storm of skin insecurity. 

From potent plumping facial serums to brightening depuffing eye treatments and next-gen LED devices, 77% of zillennial skincare enthusiasts are taking a preventative approach to skincare routines (Deinde, 2024). Up to date on the latest active ingredients, science-backed formulas and anti-ageing hacks thanks to TikTok algorithms, Gen Z is looking for efficacy, authentic reviews and newness. 

Wracked with anxiety thanks to viral TikTok trends such as “Gen Z is ageing like milk", is a real problem for young people. With 81% of UK beauty consumers interested in feel-good personal care (Mintel, 2022), brands are creating dopamine-boosting skin health products with cocooning textures, functional fragrances and desirable packaging.

Borrowing from previous generations’ hard-partying #indiesleaze and #cleangirl wellness trends, Gen Z has a flexible approach to wellbeing. That said, this cohort recognises the value of sleep and understands how lifestyle, diet, and other environmental stressors can affect the skin – ­and is keen to find solutions.