A new study reveals that more than half of Gen Z women are abandoning viral beauty hacks in favor of simpler, more traditional skincare routines. Research conducted among 2,000 women found that 64% of those aged 18-29 have grown disillusioned with beauty trends flooding their social media feeds, and 55% now crave a more straightforward routine.
Shift Towards Simplicity and Internal Wellbeing
Among the respondents, 26% believe that time-tested techniques are better for their health than newer alternatives, while 33% admit their current routine sometimes feels overwhelming. Notably, 52% are now prioritizing their internal wellbeing over outward appearance alone. Many Gen Z women are deliberately avoiding cosmetic procedures, injectable fillers, and practices such as face taping, which claims to prevent wrinkles. More than a quarter (26%) are moving away from full-coverage foundation in favor of a natural glow, and 22% are no longer relying on expensive creams and oils.
Social Media Influence and Disappointment
The study, commissioned by Perfectil as part of its 'Back to Basics' campaign, found that 56% of women born after 1996 'often' or 'very often' encounter new beauty trends on social media, and 70% of those have tried them. However, only one in ten actually trust these trends. The majority (82%) who have tried something they discovered online have been left disappointed by the outcome.
Singer and TV personality Rachel Stevens, who is fronting the 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."
Expert-Endorsed and Science-Backed Approaches
Now, 48% of young women are choosing to adopt tips endorsed by experts or backed by science. Three-quarters believe there is robust scientific evidence that what they put into their bodies significantly impacts their appearance. Consequently, many now prioritize drinking plenty of water (62%), maintaining a healthy balanced diet (57%), and getting good sleep (52%).
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."
