Beauty retailer Face the Future has uncovered how women really feel about ageing, skincare and unrealistic beauty standards
UK women are under growing pressure to look young – from social events and dating apps to workplace expectations – according to new data from skincare retailer Face the Future.
The company’s Beauty Beyond Time campaign surveyed 2,000 women across the UK and found that 86% believe celebrities and influencers promote unrealistic expectations for “ageing naturally”.
While the beauty industry increasingly embraces terms like “well-ageing” and “pro-ageing”, the survey reveals that the pressure to appear youthful remains across generations.
Social events and work are key sources of appearance anxiety
The findings reveal that 65% of women feel pressured to look young at social gatherings or events, with a further 35% reporting similar pressure in the workplace.
Even dating is a source of appearance anxiety, with 27% of women feeling they must appear younger when meeting potential partners.
Social media also plays a major role, with 41% of women saying it makes them feel pressured to look young.
“While people within the beauty industry are moving away from terms like ‘anti-ageing’ and we have seen a shift towards ‘pro-ageing’ or ‘well-ageing’, women in general still feel pressure about their appearance in a world of high societal influence,” said Kimberley Medd, clinic lead at Face the Future.
Confidence and self-image decline with age
Despite the rise of confidence-focused beauty marketing, 32% of UK women feel less confident about their appearance now than when they were younger, while just 27% feel more confident.
Less than half (49%) of women feel they look younger than their age, and only 42% believe they are well represented for their age within the skincare industry.
A third (33%) have never used or no longer use anti-ageing skincare products.
What does 'ageing well’ mean to women in 2025?
When it comes to perceptions of “ageing well”, women prioritise health and confidence over surface-level aesthetics. The top indicators of ageing well were:
- General health (67%)
- Confidence in your skin at any age (58%)
- Minimal wrinkles and fine lines (45%)
- Looking younger than your age (43%)
Only 30% cited compliments about appearance as a sign of ageing well – suggesting that many women value how they feel over how they’re seen.
Spending habits show cautious investment in skincare
The report also highlights consumer behaviour around anti-ageing and skincare products:
- 72% of women spend less than £300 a year on skincare or skin treatments
- Only 4% spend more than £1,000 annually
- 67% no longer use the same skincare products they used when younger
Medd added, “More education is needed on skincare and wellness products to support different stages of our skin.”
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