A new survey of 2,000 women has found that Gen Z women are ditching viral beauty trends in favour of simpler skincare routines. The research, commissioned by Perfectil as part of its 'Back to Basics' campaign, reveals that 64% of those aged between 18 and 29 have grown disenchanted with viral beauty trends observed on social media, prompting 55% to seek a more simplified approach.
Shift Towards Simplicity and Inner Wellbeing
Within this group, 26% consider that older, established methods are healthier than contemporary alternatives, while 33% find their present routine excessively complicated at times. Rather than focusing on outward appearance, 52% emphasise nurturing their body's inner wellbeing. Many Gen Z women state they will deliberately steer clear of cosmetic surgery, fillers and trends such as face taping - which purportedly conditions the skin to remain smooth.
More than a quarter (26%) are also rejecting full coverage foundation in preference of a natural radiance, and 22% are no longer relying on expensive creams and oils. The study highlights a growing trend towards minimalism and sustainability in beauty practices.
Celebrity Endorsement and Expert Insights
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."
Social Media Influence and Skepticism
The research revealed that 56% of women born after 1996 'often' or 'very often' encounter fresh beauty trends on social media. While 70% of those have attempted them, merely 10% genuinely trust them. Furthermore, 82% of those who have previously experimented with something they discovered online have been left dissatisfied by the outcomes. Consequently, 48% are choosing tips and techniques which have been recommended by experts or supported by science.
For example, three quarters believe there is scientific evidence to support the idea that what they put into their body significantly impacts their outside appearance. Because of this, many young women are now focused on drinking plenty of water (62%), maintaining a healthy balanced diet (57%) and getting good sleep (52%).
