These are the Latest Developments in Gen Z Skincare

Gen Z consumers continue to shake up the beauty industry in 2025. 

At the forefront of their agenda this year? Dedication to preventative skincare. 

This visual-first generation is aging—their anxiety around it is as serious as you might think—and instead of following in the footsteps of previous generations, Gen Z skincare is flipping the script on “quick fixes” and opting for a more holistic approach to tackling the fine lines.

And they want their favourite skincare brands onboard with this too.

No longer opting into products with compromised ingredients, Gen Zers aren’t afraid to call out the brands who can’t deliver on this, ultimately shaking up the business of beauty. Skincare brands looking to make it big in 2025 have to recognise that Gen Z speaks their own language, which involves dedicating time to discovering themselves and experimenting with new things, especially preventative skincare.

Let’s explore the Gen Z skincare trends brands need to be mindful of if they wish to win over this (slowly) aging generation.

WHY GEN Z SKINCARE IS CHASING AGE PREVENTION

Gen Z are getting older than you may think, with the eldest nearing their 28th birthdays. To the generations above (who we can hear laughing), this age is absolutely not cause for concern, but to them the clock is ticking.

But wherein does this panic lie?

You guessed it. Social media. Gen Z, as the first digital-native generation, relies heavily on social media and the internet for skincare and anti-aging tips. This has led to a fast-paced exchange of information about aesthetic dermatology and, as a result, “prejuvenation” has become a key trend for Gen Z skincare consumers. 

@drroshofficial

Anti age consultation @Britney De Villiers #antiage #botox #glowup

♬ original sound – Dr Rosh

As alluded to at the start, prejuvenation refers to a proactive approach to skincare from a young age so that consumers can lay the foundation for healthier and more resilient skin as they mature. A key driving force behind this emerging trend is the significant technological advancement of non-invasive treatment methods, such as dermal filler, laser skin rejuvenation, microdermabrasion, and chemical peels. Data from CivicScience found that 30% of US adults aged 18-24 have had a non-surgical treatment such as Botox or dermal fillers, while a quarter of British women aged 18 to 34 are interested in having Botox, compared to a tenth of the general population.

The uptick in patients does not come as a surprise, however. The eldest members of this generation grew up viewing themselves through filters on their favourite social platforms, allowing them to manipulate their image and still present themselves to the world even on a “bad-image-day”. The COVID-19 pandemic then boosted the influence of social media on beauty standards, with video calls becoming a daily norm. Seeing themselves on screen all the time made people more critical of their looks, which in turn sparked a bigger interest in beauty treatments and aesthetic procedures, transforming Gen Z skincare preferences.

“Skinfluencers” were quick to step onto the scene, following this societal shift. Now, creators across YouTube, TikTok, Instagram etc, with a penchant for all things skin, take to their channels to share advice on maintaining a youthful appearance, viral skincare routines, and innovative beauty gadgets. The accessibility of these skinfluencers has led to this collective behavioural shift in curious patients, urging physicians and skincare brands to stay updated and knowledgeable in this fast-evolving field.

@bambidoesbeauty

ad Age backwards by getting your skin to make more collagen with the new @lorealparisuk Laser Peptide Serum #collagen #collagenmask #skintok #antiaging #loreal #wrinkles #finelinesandwrinkles #antiagingskincare #skincare

♬ original sound – Bambi Does Beauty

However, this ease of access to such skinfluencers comes with great responsibility.

HOW SUSTAINABLE ARE CURRENT GEN Z SKINCARE TRENDS?

While we’re not seeing a decline in the likes of Botox and other injectables any time soon, we are starting to see terms such as #notox and #botoxdetox gaining momentum on socials. As we’re also aware, these smaller microtrends can often foreshadow a wider issue in several months to come. 

@drroshofficial

Petition link in my bio ✍🏽 #uklife #ukgovernment #aestheticsurgery #filler

♬ original sound – Dr Rosh

For now, this Gen Z skincare trend is riding the waves of blissful oblivion, but a prejuvenation kickback has begun to stir, sparking viral, heated discussions about the proper use of injectables and whether or not they’re just making young people appear older than they are. 

For Gen Alpha, a truly digital-native cohort, it’s no surprise that they’re gaining interest in skincare at an earlier age, simply due to their vast exposure to routines and products on social media. In turn, this places the responsibility of spreading correct and safe information on the shoulders of skinfluencers. This generation is impressionable. There’s simply no need for a child to have an eight-step skincare routine. Read our blog on the “Drunk Elephant generation” where we explore this topic even further!

In response to the above, we’re also starting to see a surge in creators/influencers, who are traditionally known for getting botox and dermal fillers, stripping it back to basics by getting all their work dissolved. Molly-Mae Hague was one of the first major influencers to do this back in 2021 and, in turn, sparked a trend in others following suit. Will we start to see a rapid increase in people willingly dissolving their aesthetic treatments? Unlikely. However, with stars as big as Molly-Mae publicly documenting their journeys, it certainly opens up the floor for more holistic Gen Z skincare trends and approaches to come to the fore.

The future of Gen Z skincare is still very much image-focused, but as young consumers are exposed to more education and options beyond the realm of injectables, we’re hopeful there will soon be a landslide-style shift in their approach to anti-aging and skincare trends in general.

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