A survey of 2,000 women commissioned by Perfectil has revealed that 64% of those aged 18 to 29 have become disillusioned by viral beauty trends on social media. This has led 55% to desire a more straightforward approach to their skincare routines.
Shift Towards Simplicity
Among Gen Z women, 26% believe older, trusted methods are healthier than newer alternatives, while 33% find their current routine overwhelming. Instead, 52% prioritise caring for their body's internal health over external appearances. Many are actively avoiding cosmetic surgery, fillers, and trends like face taping, which supposedly trains the skin to stay smooth.
Over a quarter (26%) are shunning full-coverage foundation in favour of a natural glow, and 22% are no longer depending on pricey creams and oils.
Disillusionment with Social Media Trends
The research found that 56% of women born after 1996 often or very often encounter new beauty trends on social media. While 70% have tried them, only 10% actually trust them. Furthermore, 82% of those who tried something they saw online were left disappointed by the results. As a result, 48% are opting for tips endorsed by experts or backed by science.
Focus on Internal Health
Three-quarters of Gen Z women believe there is scientific evidence supporting that what they put into their body significantly impacts their outward appearance. Consequently, many are focusing on drinking plenty of water (62%), maintaining a healthy balanced diet (57%), and getting good sleep (52%).
Singer and TV personality Rachel Stevens, who is leading Perfectil's 'Back to Basics' campaign, said: "I've seen and tried my fair share of beauty trends over the years, but I've always found that the most effective routines are the simplest ones. For me, looking and feeling my best is about consistency – focusing on balanced nutrition, hydration, and good sleep as part of an everyday lifestyle rather than chasing the latest viral quick fix. My daily routine is much more streamlined now."
Melissa Cohen, nutritional therapist at Perfectil, added: "The modern consumer is experiencing aesthetic fatigue; they are tired of multi-step routines and over-promising topical products that only work on the skin's surface. Your skin, hair, and nails are direct reflections of your internal health and nutrition. When you nourish the body with targeted, scientifically proven micronutrients, you feed the deeper follicular and dermal layers where topical creams simply cannot reach. By stripping back the clutter and focusing on a 'beauty from within' approach - women can achieve sustainable, radiant results without the need for an overwhelming, 10-step topical regime."
