• 60% neglect a consistent skincare routine, with nearly one in five going to bed without washing their face daily, according to new data*
• Yet individuals are still happy to invest in skincare products; spending around £27 per month
• Generation Z (years 18-28)*** most dedicated to their skincare routine, spending nearly 20 minutes a day
New data* from Kenvue in the UK**, the maker of NEUTROGENA®, AVEENO®, LISTERINE®, and PIZ BUIN®, reveals that almost two-thirds of Brits lack a consistent skincare routine (60%), yet they spend more on skincare products than on other personal care items suggesting a disconnect between investment and usage.
The UK-wide survey of 2,000 people provides a national snapshot of current personal skincare, oral health, and hair care practices. It reveals 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.
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 despite its proven effectiveness in blocking harmful UV rays.
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.
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.
Bas Vorsteveld, area managing director, Kenvue Northern Europe, says: “Our survey highlights a critical insight: consumers are investing in the idea of better skin but struggling with the practices needed to achieve it. Everyday moments of care, such as a consistent skincare routine, are crucial for both physical and mental well-being. Educating consumers on the benefits of the products they use is essential to ensure their routines are effective and sustainable. At Kenvue, we prioritise education and support to help consumers discover routines and products that meet their unique needs. By offering clear guidance, science-backed recommendations, and multipurpose products like moisturisers with SPF, we aim to make skincare routines more cost-effective, accessible, and efficient.”
Generation Z spends the most time on their 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.
GP Dr. Punam Krishan says: “Understanding the right personal care routine for your daily life is essential because consistency is key. It’s important to understand what your own body, skin or oral care needs are and find a routine and products that work for you. This can help to ensure that your personal care regimen is both effective and sustainable.”
She continues: “Some skincare essentials shouldn’t be forgotten, such as applying sunscreen daily to shield your skin from harmful UV rays. Oral hygiene is equally important to avoid negative consequences such as plaque buildup, cavities, and gum disease. Additionally, while maintaining good skin and hair care is important for daily hygiene, this alongside things like regular exercise can contribute to your overall health and wellbeing and boost your self-esteem. Finally, remember to seek advice from a healthcare professional if you need recommendations tailored to your personal needs.”
1. British Skin Foundation. https://www.
