Over half of Gen Z women seek simpler beauty routines, study reveals

More than half of Gen Z women long to go back to basics with their beauty regimes as they tire of modern beauty fads, according to research. A study of 2,000 women found 64% of those aged 18-29 have become disillusioned with viral beauty hacks they see on social media, leaving 55% wanting a simpler regime.

Of those, 26% believe older, trusted methods are healthier than more modern options, while 33% feel their regime simply feels like it’s too much at times. Turns out, 52% focus more on looking after the inside of their body rather than simply what’s on the outside.

Many Gen Z women claim they will actively be avoiding cosmetic surgery, fillers and trends like face taping – which supposedly trains the skin to stay smooth.

More than a quarter (26%) are also turning away from full coverage foundation in favour of natural glow and 22% are no longer going to rely on expensive creams and oils.

The research was commissioned by Perfectil as part of its ‘Back to Basic’s campaign. 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.”

The study found 56% of women born after 1996 ‘often’ or ‘very often’ see new beauty trends on social media and 70% of those have tried them, but just one in 10 actually trust them.

And 82% of those who have previously tried something they saw online have been left disappointed by the results. Instead, 48% opt for tips which have been backed by experts or science.

Three quarters believe there is strong scientific evidence to support that what they put into their body significantly impacts how they look on the outside. As such, many young women now prioritise drinking lots of water (62%), having a healthy balanced diet (57%) and 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.”