More than half of Gen Z women are turning away from complicated, social-media-inspired beauty routines and reverting to a back-to-basics approach, according to new research. A study of 2,000 women revealed that 64% of those aged 18-29 have become disillusioned with viral beauty hacks they see on social media, leading 55% to desire a simpler regime.
Shift Towards Internal Health
The research, commissioned by Perfectil as part of its 'Back to Basics' campaign, found that 52% of young women now focus more on looking after the inside of their body rather than just what's on the outside. Three-quarters believe there is strong scientific evidence that what they put into their body significantly impacts how they look externally. As a result, many prioritize drinking lots of water (62%), maintaining a healthy balanced diet (57%), and getting good sleep (52%).
Avoiding Cosmetic Procedures and Trends
Many Gen Z women are actively avoiding cosmetic surgery, fillers, and trends like face taping, which supposedly trains the skin to stay smooth. More than a quarter (26%) are turning away from full coverage foundation in favor of a natural glow, and 22% are no longer relying on expensive creams and oils. Of those seeking simpler routines, 26% believe older, trusted methods are healthier than modern options, while 33% feel their regime is simply too much at times.
Disappointment with Social Media Trends
The study found that 56% of women born after 1996 'often' or 'very often' see new beauty trends on social media, and 70% of those have tried them. However, just one in 10 actually trust these trends. Furthermore, 82% of those who have previously tried something they saw online have been left disappointed by the results. Instead, 48% opt for tips backed by experts or science.
Expert and Celebrity Endorsement
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.”
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.”
