Skincare

How Gen Z are navigating beauty from within in 2025

Introduction

In 2025, consumers of all ages are taking a holistic approach to beauty. This is due to the relationship between overall health and skin, hair, and nail health being understood more and more. Generation Z (aged 12-27) are the generation most likely, and willing, to take a holistic approach to beauty. FMCG Gurus' consumer insights reveal that 64% of gen z recognize the link between skin health and overall health. While the older generations are concerned about preventing various skin diseases and illnesses, gen z are interested in addressing skin and hair care issues to improve their self-confidence. This ties in with maximizing their appearance, with over half suffering from visible pores on the skin. As a result, over a third of gen z have made changes to their lifestyle and diet over the last year to improve skin health.

Back-to-basics beauty

A majority of gen z who have looked to take a beauty-from-within approach have done so through exercise or diet. This includes actively looking to eat more fresh fruit and vegetables and increase hydration levels by drinking more water. This aligns with the growing understanding of the relationship between physical health and outward beauty. However, gen z also understand that emotional health is interlinked with skin, hair, and nail health. FMCG Gurus' market research highlights that 1 in 5 of gen z say their energy levels and mood have a positive impact on their skin. Self-care and emotional wellbeing have gained significant traction on social media as trends promote slowing down and embracing moments of relaxation and mindfulness. Many gen z consumers have incorporated these practices into their daily routines. This has led to promoting a deeper sense of inner peace and contentment that helps to enhance their skin health, as well as their emotional wellbeing.

Innovative Ingredients

Gen z, along with older consumers, have also looked to address skin, nail, and hair health by using nutritional supplements. Some ingredients in supplements and products have a broad appeal across all age cohorts, such as aloe vera and collagen. Aloe vera is known for its hydrating and anti-inflammatory properties. Therefore, this is appealing to younger generations looking to reduce redness and skin inflammation. It also appeals to older generations looking to enhance skin elasticity and hydration. Specifically, gen z are the most informed about how different vitamins can help to improve skin health, as well as the use of hyaluronic acid. However, across all generations, there are significant disparities between consumers who have heard of each ingredient and those that associate them with aiding skin health. This highlights the need for increased education by the industry for all age cohorts.

This article is based on FMCG Gurus – Generation Z: Beauty From Within - Cohort Reports. To discover more, please click here.

Skin Health Optimization in 2024

Introduction

FMCG Gurus' consumer insights highlight that 67% of global consumers acknowledge the connection between good skin health and overall well-being. This demonstrates that consumers understand the importance of skin health beyond just self-confidence and appearance. In addition, this highlights a recognition that poor skin health could indicate underlying health issues, significantly affecting quality of life. Despite this awareness, consumers are not entirely content with their skin health. Their dissatisfaction can be attributed to factors like stress, poor sleep, and finances.

Changing Dietary Habits

As consumers prioritize their health, they are making adjustments to their overall diets and lifestyles. This is in the hopes of enhancing their general well-being, including their skin health. Consumers have implemented various dietary changes over the past few years. The most popular is an increase in fresh fruit and vegetable consumption and engaging in more physical activity.

This return to fundamental nutrition highlights the recognition among consumers of the connection between diet and skin health. Consumers understand that habits such as irregular meal times, excessive indulgence, and inadequate micronutrient intake can negatively impact their appearance. Consequently, consumers realize that they don't necessarily need to rely on functional or fortified products to enhance their skin health. Instead, they strive to establish a balanced, structured, and nutrient-rich diet that offers positive health benefits.

Consumers are concerned about the impact of UV light

Consumers are keen on addressing various aspects of their skin health in the coming twelve months. Although dry skin is the most commonly reported symptom among consumers, protection from UV light stands out as the primary area of interest. This can be attributed to concerns about climate change and rising temperatures.

Consumers are well aware of the significant consequences of excessive sun exposure. Simultaneously, they acknowledge the increasing temperatures and the susceptibility to adverse and unpredictable weather conditions. Consumers are mindful that these environmental changes can not only affect their physical appearance but also elevate the risk of serious health issues. Consequently, there will be a heightened demand for products perceived to provide adequate protection from UV light.

Consumers are seeking functional products to address dry skin

On a global scale, consumers are drawn to a variety of skin health-related assertions within the food, beverage, and nutritional supplement industries. The appeal of claims related to alleviating dry skin is understandable, as it is a common issue experienced by consumers. Additionally, the popularity of claims related to enhancing collagen levels indicates that consumers are aware of the diverse benefits associated with collagen beyond skin care.

When selecting functional products, consumers prefer to encounter multiple health claims, associating such products with optimal effectiveness, convenience, and value. This signifies that during times of deliberate expenditure, skincare products featuring multiple claims will be highly sought after. Nonetheless, it is essential to recognize that consumers can exhibit skepticism towards these claims, necessitating brands to provide supporting evidence.

This article is based on FMCG Gurus: Skin Health – Regional Reports 2024. For more information, please click here.

Skin Health: Holistic Approaches and Financial Uncertainty

Introduction

Consumers have become increasingly aware of the link between good skin health and overall health and well-being. As a result, multifunctional health claims on food and drink products will highly appeal to consumers. This is because many consumers associate such claims with maximum efficacy, convenience, and value for money. All of these product attributes are particularly crucial during a time of financial uncertainty and busy, fast-paced lifestyles.

In terms of storytelling, hydration and self-care are two equally significant messages brands should be promoting when addressing skin health. In addition, brands must highlight the link between inner wellness and outer beauty. In doing so, brands should avoid perpetuating existing stereotypes around beauty and enhancing the pressure on consumers to look good.

The Impact of Financial Uncertainty

Consumers acknowledge the link between skin health and overall well-being. However, a significant proportion of consumers are not overly satisfied with their skin health. FMCG Gurus’ consumer insights reveal that 21% of global consumers are not satisfied with their skin health.

Our findings suggest that the current climate of economic uncertainty has caused consumers to cut down on products they deem non-essential. Many consumers have likely reduced spending in the personal care industry. This means consumers may have sought out cheaper personal care products, reducing their brand loyalty. In addition, many consumers will have either stopped or reduced spending in spas and salons. These behaviors are likely to cause stress for consumers on their physical appearance, due to having to cut down on self-care endeavors.

Holistic Skincare

Equally, many consumers have taken a holistic approach to their skin health. This means that consumers do not solely associate skincare with physical attractiveness. Instead, many perceive skin issues, such as blemishes, with other health issues. For example, FMCG Gurus’ market research demonstrates that 37% of consumers looked to get more sleep to address their skin health. Additionally, 46% of consumers exercised more to address their skin health. This demonstrates a greater awareness of the impact of certain lifestyle habits on various areas of health.

Product Formats

A significant proportion of consumers have adopted a proactive and holistic approach to their health and wellness. Due to this, many consumers like active ingredient claims on food and drink products related to skin health. However, brands must look to validate these claims. This will ensure trust and transparency. In addition, the skincare industry must educate consumers on safe and healthy personal care routines.

On a global scale, consumers find skincare claims most appealing in the nutritional supplement and bottled water sectors. For example, FMCG Gurus' market research shows that 37% of consumers like to see skin health claims on nutritional supplements. This appeal of nutritional supplements is because of the association with higher dosages of ingredients and therefore, maximum efficacy. Also, skincare claims in the bottled water sector are highly appealing to consumers. This is due to the connection between hydration and skin health.

Problems & Actions

Consumers experience various problems with their skin health. One of the most common symptoms consumers suffer from is dry skin. For instance, FMCG Gurus’ consumer insights reveal that 35% of consumers suffer from dry skin. Consumers associate this condition with many factors. This includes time scarcity, poor lifestyle habits, and financial uncertainty. Our findings suggest that consumers feel their busy lifestyles are impacting certain areas of health. This could mean many are struggling to relax and unwind. Furthermore, sleep health is being impacted by financial worries and poor lifestyle habits, such as using technology before bed.

To combat these problems, consumers are turning toward hydration. For example, FMCG Gurus’ consumer insights reveal that 62% of consumers have drank more water over the last year to address their skin health. This highlights more of a back-to-basics approach to skincare. While this could be reflective of the growing trend of naturalness, this may also mirror consumers' financial stresses. With rising prices, many consumers may feel that spending in the skincare market is less essential. As a result, brands must ensure they provide promotional offerings to align with today’s recessionary climate.

This article is based on FMCG Gurus: Skin Health – Country Reports. For more information, please click here.

Wellness and Self-Care Trends in 2023

Introduction

In today's rapidly evolving beauty and wellness industry, it is crucial to empower and educate consumers. As the industry constantly adapts and responds to changing consumer values, it becomes imperative to shift the focus from unrealistic beauty standards to promoting overall well-being. By encouraging the development of products and services that prioritize consumer value and cater to individual needs, the industry can foster a greater sense of self-care and wellness.

Moreover, through educational marketing campaigns and collaborations with skincare experts, the industry can enlighten consumers on the relationship between nutrition, hydration, and skin health. Embracing ethical and sustainable practices not only appeals to environmentally conscious consumers but also presents opportunities for innovative products infused with adaptogens or wellness-focused formulations.

Consumer Attitudes

Consumers demonstrate a notable interest in skin health products, even when not experiencing specific symptoms, presenting its significance as a vital component of self-care. Surprisingly, FMCG Gurus’ consumer insights reveal that over 50% of global consumers actively seek out food and drink products that can contribute to improving their skin health. The importance of healthy skin extends beyond mere aesthetics; it serves as an indicator of overall well-being and contributes to self-esteem and confidence.

Consumers actively pursue products that not only enhance their external appearance but also foster a deep sense of inner well-being. This strong connection between skin health, confidence, and an overall sense of feeling good is compelling evidence of how consumers value the holistic benefits. 

Inner Beauty, Outer Glow

The interplay between inner well-being and skin health has ignited a wave of innovation within the skincare industry. This has resulted in the development of wellness-infused products and supplements that specifically target the enhancement of skin health. For example, FMCG Gurus’ market research reveals that 37% of global consumers like to see claims about products improving skincare health in nutritional supplements. This emerging trend has paved the way for the inclusion of ingredients such as adaptogens, probiotics, and retinols in skincare formulations, celebrated for their diverse range of benefits. By strategically positioning these products as part of a holistic approach to personal wellness, the skincare industry bridges the gap between physical health and skin health. 

Rethinking Beauty Standards

The notions of beauty in society continually face challenges and undergo redefinition due to various societal influences. In promoting a more inclusive perspective, it becomes crucial to encourage diverse representations of beauty that empower individuals to embrace their distinct qualities and inner beauty. By promoting self-acceptance and self-love, we recognize that beauty encompasses a multifaceted range of characteristics. Additionally, advocating for diversity and inclusion in media, advertising, and entertainment helps challenge the limited and narrow beauty ideals that exist, fostering a more inclusive and positive beauty narrative. 

Health Concerns

Consumers have demonstrated significant concern for their digestive health, recognizing that a well-functioning digestive system is essential for overall well-being and comfort. FMCG Gurus’ consumer insights reveal 18% of global consumers are concerned about their digestive health. Digestive problems can cause considerable discomfort and have an impact on other aspects of health, including mood, immunity, and weight management. This highlights the appeal of adopting dietary and lifestyle practices that support optimal digestion. Moreover, digestive health is intricately linked to skin health. A compromised gut can contribute to skin issues such as acne or eczema, while a healthy gut can enhance skin clarity and radiance. The connection between digestive health and skin health underscores the importance of nurturing a healthy gut for achieving vibrant and healthy skin. 

This demonstrates that consumers directly connect physical appearance with both emotional and physical well-being. Particularly during times of economic uncertainty, when stress and anxiety are prevalent, feelings of self-confidence become even more significant. Additionally, consumers remain concerned about illness and disease, and they recognize a link between skin, hygiene, and vulnerability to poor health. Therefore, it is crucial for brands to promote the concept of holistic health and beauty from within when targeting consumers seeking to maintain and improve their skincare routines. 

The article is based on FMCG Gurus: Health, Wellness, and the Beauty Within – Global Report 2023. For more information, please click here.

Skin Health: a Holistic Approach in 2022

Since the pandemic, consumer attention and attitudes towards skin health and overall health have shifted significantly. At a time when people were restricted in their movement and exercise, many consumers felt unsatisfied with their health. Common health issues faced included increased stress levels, reduced activity, and poor dietary habits. This includes comfort eating and frequent snacking in a time of uncertainty and fear.

An approach adopted by consumers during the pandemic was placing an emphasis on improving various aspects of health. FMCG Gurus consumer insights highlight the increase of a long term approach to maintaining health until late in life. 66% of consumers also recognize the influence of skin health on their overall health. As a result, a significant portion of consumers are interested in improving their skin health. This long term and proactive approach to health reflects many consumers holistic approach. This means that consumers are understanding the inextricable links between various areas of health.

Areas of Improvement

FMCG Gurus findings have revealed the different areas of skin health that consumers would like to improve and the ways in which they are doing so. Examples of this include dry skin, wrinkles, and darkened skin beneath the eyes. To minimize wrinkles, 35% of consumers are changing the skin care products that they had been using. Another solution included 30% of consumers exercising more. Additionally, 41% of consumers went to bed at an earlier time. Lastly, 45% of consumers improved their work and life balance and 21% took nutritional supplements.

Among each issue, the steps taken to improve these issues varied. However, consumers are turning towards different products and proactive lifestyles to actively improve aspects of their skin health. It is important that brands are aware of these issues and the methods that consumers are taking to combat them. This will ensure that brands are emphasizing the most appealing health benefits of products, increasing consumer interest.

In addition, due to multiple skin health issues faced by consumers, it would be beneficial for brands to adopt a holistic approach when producing and positioning their products. For instance, if brands ensure that products address multiple aspects of skin health, consumers will be more likely to choose that product over competing products. An example of this could be an all-in-one skin product that ensures the prevention of dry skin, wrinkles and darkened skin beneath the eyes. This kind of product presents notions of convenience, efficacy and being great value for money.

The Ingredients

The most valued ingredient among consumers when it comes to skin health is collagen. FMCG Gurus market research has revealed that 45% of consumers associate collagen with skin health. The second ingredient associated with skin health is vitamin C at 40%. Brands need to make it easier for consumers to decipher between competing skin health products. One way they can do this is by clearly labelling these ingredients on their packaging. After doing so, brands should be supporting these ingredient claims with scientific evidence and a reasonable price to enhance consumer likelihood of purchase.

FMCG Gurus consumer insights revealed the sharp increase of consumers interested in food and drink products that benefit skin health. The key products consumers would like to include these benefits are tea and coffee, having increased from 6% in 2019 to 54% in 2021. As well as bottled water, which has increased from 13% in 2019 to 47% in 2021. This highlights how consumers are seeking out convenient approaches to improving their skin health. As a result, water brands must offer nutrient-infused water to cater to multifunctional health benefits.

Skepticism

Consumers have expressed uncertainty around skin health claims within the skincare, health, and wellness market. Known for charging premium prices in this market, consumers fear being exploited and have doubts about whether these products will do what they say on their labels. However, it is clear that many consumers are still willing to pay a premium price for products that hold genuine value. This indicates that brands must be increasing the credibility of their products and include clinically proven evidence to address this skepticism. It is also important to note that at a time of economic uncertainty and financial struggle, consumers want products that are reliable and good value for money.

This article is based on FMCG Gurus: Healthy Ageing: Skin Health in 2022.