New sales data from LookFantastic indicates that 2026 has been a year of experimentation for mature skincare shoppers. While longtime favourite Elemis Pro-Collagen remains Gen X's number-one skincare line, sales across the range have fallen by 13%, as shoppers increasingly explore ingredients such as retinol, vitamin C and peptides.
K-Beauty and Pore Pads
Over-45s have been loving the Medicube Zero Pore Pads 2.0, which cost £16.11 (down from £17.90) from LookFantastic. According to the online beauty retailer, sales of this product have rocketed a massive 755% amongst over-45s, who are wising up to the power of K-beauty.
The pack includes 70 dual-sided toning pads to gently exfoliate the skin, helping smooth out its appearance and minimise the look of fine lines. It's full of powerful acids - such as salicylic and lactic - to help whip away excess oil and control shine. It can be used morning and night after cleansing - simply sweep one side of the pad over the face, then the other, and follow with moisturiser. This is for the Zero 2.0 version - buyers can also peruse other options, with varying degrees of strength to suit different skin types.
LookFantastic customers have praised the Medicube Zero Pore Pads 2.0, with one writing: "This is honestly magic. I used to use the lighter version (light blue lid) as my skin is quite sensitive to acids, but this is just phenomenal! Doesn’t dry your skin out, smooths your skin and actually works! I break out quite a lot and this just seems to keep the spots at bay. Will 100% purchase again." However, not everyone was entirely convinced, with another shopper writing: "Great pads for exfoliation and resurfacing the skin, slightly expensive for what they are, but I think for the results, it’s worth it!"
Peptide Creams and Collagen Masks
Peptides have become a buzzy skincare ingredient this year, as they can help encourage cell turnover and boost collagen and elastin levels. According to LookFantastic, Medik8's Advanced Pro-Collagen+ Peptide Cream has seen an impressive 471% increase among 55 to 64-year-olds - and shoppers can purchase it for £82 from the Medik8 website. This moisturiser is said to be 'engineered to support collagen production', meaning it helps encourage firmer, plumper skin. Its primary concern is slowing down the visible impacts of ageing and amping up the skin's hydration - with 89% of users saying no new lines formed since using the cream. It can be used morning and night, after cleansing.
One shopper called it 'anti-ageing gold', writing in their five-star review: "This cream is the best cream I’ve owned. I can see changes in my skin already. It has smoothed my skin, tightened it and it looks more youthful overall! I’m 49 and I feel I’m aging backwards with Medik8 products. I’m almost done with it and have already repurchased." However, one did note: "Sample was nice but think I would need more to see results."
The Biodance Bio Collagen-Real Deep Mask (4 Pack) is a cult product that's all over social media at the moment - with LookFantastic's data backing its popularity up, as it's seen a 207% year-on-year increase. Costing £14.90 from LookFantastic, it's a budget buy that packs a huge punch. When applied, this serum-infused sheet mask slowly goes transparent - making it an ultra-moisturising option that is often used by shoppers on planes. The addition of oligo hyaluronic acid helps plump, smooth and hydrate skin, while the collagen reduces the look of fine lines. It's simple to use - all people have to do is apply it to their face and leave overnight, or for at least three to four hours.
The collagen option is particularly popular, but there are other formulas on offer - including one infused with niacinamide, and another with sea kelp. LookFantastic customers have raved about the Biodance Bio Collagen-Real Deep Mask, awarding it an average 4.6-star rating from more than 520 reviews. Customers raved about its hydrating qualities, like one who said: "My skin has never been better since using these masks. I use it once a week and my skin is so hydrated and glowy afterwards. 100% worth buying." While another shopper did say their skin 'felt plump and youthful after using it once', they did have a slight critique: "The only disadvantage of this mask is you will need to leave it on for at least 3-4 hours. But definitely worth it after seeing the result."
Vitamin C Serums and LED Masks
Shoppers have fallen in love with Medik8's science-backed formulas, and that's reflected in the LookFantastic data - where its C-Tetra Advanced serum has grown in popularity by 150%. It comes as people are increasingly wising up to the antioxidant benefits of vitamin C - which can help brighten skin and protect it from environmental damage. Gen X are particularly keen on vitamin C - with LookFantastic reporting a 35% increase among 45 to 54s and 69% among 55 and 64s - and Medik8's C-Tetra Advanced serum is leading the charge. Shoppers can grab the serum for £72, and it promises to 'visibly brighten skin and even tone in seven days'.
Its gel-serum texture means it's hydrating and easily absorbed, so there's no greasy finish - Medik8 recommends using it as the third step in a morning skincare routine, after cleansing and toning, and finished with SPF. Medik8 says the antioxidant serum protects the skin against ageing, and its 'powerful phyto exosomes' means there's '0% barrier disruption' - so no redness or irritation after application. One five-star reviewer called it 'a high-quality vitamin C that truly delivers results', adding: "I’ve been using this serum for a few weeks now and I’m genuinely impressed. The texture is lightweight, absorbs quickly, and layers beautifully under my moisturiser and SPF. My skin looks brighter, smoother, and more even-toned, with a healthy glow that lasts throughout the day. I also noticed my skin feels stronger and more balanced, without any irritation." However, another shopper wrote: "So far I have noticed that my skin looks a lot healthier. Dark spots are starting to fade away and skin tone is a lot better. I only wish that this bottle was a lot bigger so I can use more of it. Especially at that high price point."
The Silk'n Facial LED Mask is another product that's seen a huge jump in popularity this year, with LookFantastic reporting a 128% year-on-year increase in sales - making it one of the top 10 bestselling products of any category for 45 to 54-year-olds. The mask currently has 38% off on LookFantastic - bringing its price down from £160 to £99.99. This multi-purpose LED mask features 100 hardworking lights and four colours to choose from - meaning users can tailor it to their skin concerns. According to the listing, red light is said to minimise the appearance of fine lines; purple firms up the skin; yellow 'seeks to lessen the appearance of uneven tone'; while blue promotes 'a clarified finish'.
It's a high tech device - Automatic Mode uses all colours 'for a complete treatment', while manual mode gives a more targeted approach. The mask itself is crafted for flexible silicone for ultimate comfort, with four secure straps - so shoppers can multitask while using it. The Silk'n Facial LED Mask has an impressive 4.5-star rating from LookFantastic customers, with one writing: "I'm thrilled with this! I suffer from rosacea with both flushing and spots and using the mask has already made a noticeable difference to my face; the redness is reduced, there are fewer, smaller spots and they heal more quickly. That's after only three weeks. Worth every penny!" However, every experience is unique, with another adding: "Feels very nice to use but has not really helped my daughter's pimples or previous scarring. She is hoping with long-term use it might make a difference."
Alternatives and Other Options
Peptides are buzzy in skincare at the moment for a reason - if shoppers wanted to look elsewhere, Boots has the Naturium Multi Peptide Moisturiser for £21. This vegan formula promises to 'improve the skin's elasticity' and it doesn't leave a greasy residue - meaning it's ideal to apply underneath makeup. For a vitamin C alternative, a popular option is the Sunday Riley C.E.O. 15% Vitamin C Brightening Serum 30ml, which costs £70 from Cult Beauty. Described as a 'gentle yet effective formula', this serum harnesses the power of vitamin C to reduce the look of dark spots, as well as brighten and firm skin.
