60% of Brits neglect a consistent skincare routine and nearly one in five go to bed without washing their face daily, according to new research.
However, people are still happy to invest in skincare products, spending around £27 per month.
The UK-wide survey of 2,000 people was undertaken by Kenvue to provide a national snapshot of current personal skincare, oral health, and hair care practices.
It revealed that one-third of respondents spend five minutes or less on their daily skincare routine (34%).
Additionally, on average, Brits go to bed without washing their face twice a week.
Which are the most important skincare products?
When asked to rank skincare products by importance, facial creams or moisturisers topped the list (42%), with other skincare items such as facial serums (18%), toners (11%), exfoliators (11%), and face masks (10%) deemed as less important.
Worryingly, only 15% ranked sunscreen/SPF as essential, highlighting a need for better education on its role in reducing skin cancer risk.
Why are people skipping skincare?
When asked about the three most common factors limiting their time commitment to personal care, respondents chose the cost of personal care products (30%), lack of motivation or energy (25%), and busy work schedules (23%).
Additionally, information overload and confusion may be playing a role, with 20% feeling overwhelmed by the volume of advice available and 12% feeling pressured to maintain their routines.
Furthermore, 15% are unsure which products suit them best.
Skincare spend patterns
Despite these challenges, the survey reveals a paradox: consumers spend more on skincare than on other personal care products, underscoring the need for better education and practical solutions to help them achieve their skincare goals and maximise product benefits.
On average, individuals spend around £27 per month on skincare items, compared to £22 on hair care products and £19 on oral health products.
Gen Z skincare routines
The survey also revealed that the younger generation, particularly Generation Z (years 18-28), were the most dedicated to skincare routines, spending nearly 20 minutes a day on them, compared to 15 minutes for Millennials (ages 29-44) and 12 for Gen X (ages 45-60).
Overall, Gen Z spends an impressive 58 minutes per day in their personal care routines, including skin and hair care and oral health – significantly higher than the national average of 40 minutes.
Gen Z also understands the importance of a consistent personal care routine. When asked to select all applicable reasons for dedicating time to these practices, the majority cited hygiene reasons (52%), the desire to look good (44%), and the overall health benefits (42%).
Notably, 43% of Gen Z – more than any other generation – focus on personal care to boost their confidence.
