Young people are driving a £23bn beauty boom, spending heavily on treatments like nail art, eyebrow lamination, and Botox, often inspired by social media platforms such as TikTok. A key motivator is the belief that looking better improves social life, relationships, and career prospects, with many citing confidence and productivity gains.
Influencer Hazel Wood, 28, spends about £500 monthly on grooming, including £80 on manicures, £70 on eyebrow lamination, and £60 on lashes, plus £250–£300 on Botox every three to six months. She says the treatments help her feel like her 'best self' and save time in the morning, though she admits she doesn't enjoy the appointments themselves.
The hashtag #beautymaintenance has over 112.7m views on TikTok, promoting semi-permanent treatments to reduce daily prep time. Another trend, #highmaintenancetobelowmaintenance (70m+ views), shows users documenting salon visits to achieve a 'natural' look that actually requires significant upkeep.
During the pandemic, many young women adopted more demanding beauty routines. A 2022 Mintel study found 38% of women aged 16-24 changed their grooming habits. Despite the cost-of-living crisis, beauty retail remained stable in 2023, as many viewed it as an 'affordable luxury'.
Charlie Shepherd, 29, from London, spends £80 on nails and £60 on products monthly, plus £200 on facials and haircuts every few months. She says it's a confidence booster and social activity, especially while dating. The trend reflects a broader shift where looking 'natural' now requires substantial time and money.
