Social media trends such as SkinTok are fuelling growing pressure on consumers to change their appearance, with skin now ranked as the most important aspect of personal appearance, according to new UK skincare research.
The study, commissioned by skincare brand Genaura, found that 39% of people feel influenced by social media to alter how they look, with one in five admitting they use products that are too harsh for their skin.
The influence of online beauty advice has also made many feel pressurised into having aesthetic treatments including Botox (16%) and dermal fillers (13%), while almost a third (31%) say they have been persuaded to buy products they cannot afford.
With skin health taking centre stage, 33% of people said it is now the most important element of their appearance – ahead of body shape (23%), hair (21%), teeth (7%), clothes (8%) and make-up (6%).
A quarter (25%) say they don’t feel confident without make-up, and nearly one in four (23%) admit they rarely, if ever, go bare-faced.
The desire to achieve “perfect skin” has shifted consumer spending habits, with 34% cutting back on clothes, 29% reducing meals out, 28% lowering alcohol spend, and 21% even skipping their daily coffee to prioritise skincare purchases.
Radiant skin is the ultimate goal for 61% of consumers, with almost half (47%) saying it would give them the confidence to go make-up free.
Despite this demand, one in five only began looking after their skin in their 30s or later, even though over half (54%) believe they should have started as teenagers.
The research highlights a growing link between skincare and wellbeing. Nearly three-quarters (73%) say they feel more confident when they maintain a daily routine, while 37% report improvements to their mental health.
Almost half (45%) also say they are taking better care of their health overall, motivated by the desire to slow the visible signs of ageing.
A spokesperson for Genaura said: “With so much information online, it’s easy for consumers to feel overwhelmed or misled. Investing in the right skincare can make a genuine difference to long-term skin health and confidence.”
