In recent years, there’s been a noticeable surge in the demand for anti-aging skincare products within Generation Z (Gen Z). Browse through TikTok, and you’ll find a plethora of videos offering anti-aging skincare routines tailored for teenagers and individuals in their early 20s. The goal? To ward off signs of aging and maintain youthful skin for the long haul.
Mattie, a skincare expert and TikTok influencer, created a video solely focused on this topic. While emphasizing that teenagers need not fret about aging, she highlighted the significance of establishing a skincare routine. She advocated for the early integration of antioxidants, emphasizing that it’s “never too soon to start.”
Meanwhile, Jazmin Chua, who is in her mid-20s, shared in her TikTok video that she incorporates retinol, known to reduce fine lines and wrinkles, into her skincare routine, emphasizing that being in one’s 20s is the best time to start a skincare routine.
Chua isn’t the sole Gen Zer diving into anti-aging products or seeking to address aging ahead of time.
In a recent study conducted by The Benchmarking Company (TBC) on beauty trends, it was discovered that Gen Z women are embracing anti-aging products at a much earlier age compared to previous generations. While Millennials and older individuals typically began purchasing these products around age 35, Gen Z buyers are starting as early as age 23.
This shift has shown a consistent upward trajectory over the years. In TBC’s 2018 study, more than half of women between 18 and 24 expressed interest in incorporating wrinkle-reducing products into their skincare regimen. But a 2012 survey conducted by market researchers at NPD Group found that less than 20% of American women aged 18 to 24 considered anti-aging skincare to be a significant concern.
Why Gen Z is obsessed with anti-aging products and treatments
Research suggested that the era of social media may have played a significant role in fueling Gen Z’s preoccupation with anti-aging products.
A 2023 study published in the Aesthetic Surgery Journal uncovered a unique trend among Gen Z in their views on aging. The study found that Gen Z has the desire to stay young longer and break away from traditional ideas about getting older.
Why? The study suggested that their interest in prejuvenation, like cosmetic procedures and lifestyle changes, stems from their focus on self-expression, influence from social media, and the fear of missing out on youthful experiences.
Prejuvenation, as defined by Schweiger Dermatology Group, involves taking proactive measures to prevent the onset of sagging skin, wrinkles, and lines before they even appear on the skin.
The research found that Gen Z’s views on beauty are heavily shaped by social media, where they spend a lot of time. Especially during the pandemic, seeing themselves on screens often made them more critical of how they looked. This led to a bigger interest in beauty treatments and procedures.
Influential figures known for their skincare tips on platforms like YouTube, TikTok, and Instagram also played a major part in this rise of interest in prejuvenation, the study suggested.