A startling new survey has laid bare the immense financial and psychological cost of modern beauty and wellness regimes for young people in Britain. The study, commissioned by herbal experts Pukka, reveals that the social media generation is now spending an average of over £6,500 every year on an array of often extreme treatments and products.
The High Price of Modern Wellness
Gone are the days when simple advice to cleanse, tone, and moisturise was sufficient. Today's young adults are investing heavily in a complex marketplace of promises. The research, which polled 2,000 Britons, found that women are now spending an average of £554 per month on looking and feeling their best. Men are not far behind, with monthly outlays of £431 on wellness products.
This spending persists despite an overwhelming 94% of respondents agreeing that society needs to take a step back and return to basics with health routines. The top purchases in recent years are collagen supplements (49%) and probiotic skincare (36%). However, the trend list extends to more niche offerings, including weight loss injections like Ozempic, injectable fillers, and even facials utilising salmon sperm (PDRN).
A Generation Overwhelmed by Choice
The drive to keep up comes at a significant mental cost. More than half (52%) of those under 40 confessed they find it overwhelming to track and follow modern wellness and beauty trends. A quarter (25%) admitted they are spending beyond their means in the pursuit of youth and wellbeing.
This complexity is leading to consumer regret, with almost a quarter (23%) stating they have been duped into buying a latest 'must-have' wellness product, only to be completely underwhelmed by its benefits. The study highlights a stark contrast with previous generations. Nearly two thirds (68%) look back at their parents' and grandparents' health routines—based on eating well and exercise—with a sense of nostalgia.
Longing for a Simpler Time
In fact, 79% believed the concept of self-care was a much simpler process 25 years ago. Respondents identified the core principles older generations swore by: a good night's sleep (72%), drinking plenty of water (65%), and getting fresh air (52%). In a nod to this simpler philosophy, 92% agreed that getting closer to nature benefits both physical and mental health, with 47% aiming for an hour outside daily.
Eleonora Zoani, Senior Herbal Blending Manager at Pukka, which is launching a 'Nothing Beats Nature' campaign, commented on the findings. "From expensive 'miracle' remedies to artificial products, we’re living in a time where our modern wellness routines have become a source of overwhelm," she said. Zoani advocates reconnecting with nature and the daily consumption of herbal teas to harness the accessible benefits of herbs.
The survey, conducted in January 2026, definitively lists the top 15 products young Brits are spending their money on:
- Collagen supplements
- Probiotic skincare
- Hyaluronic Acid serums
- Gut health supplements
- Ice rolling/Cryo sticks
- Vitamin supplements
- Hair regrowth products
- Muscle building powders (BCAAs/creatine/protein)
- Sleep supplements
- Chemical peels
- Weight loss injections (Ozempic/Mounjaro)
- Injectable fillers/botox
- Profhillo
- Mushroom extracts (Reishi/Chaga/Lion’s Mane)
- Salmon sperm (PDRN) facial
