Women embrace natural beauty as simple skin routines boost confidence

Three quarters of women are now skin confident and feel comfortable leaving the house make-up free thanks to a generational shift towards natural beauty, a major report has found. A study of 5,000 women revealed 65% of Gen Z and 52% of Millennials believe they feel more comfortable in their skin than they did five years ago.

But it comes after 66% admitted their skin had negatively affected their personal relationships in the past as 19% had skipped social events due to a bad skin day, while 22% had avoided going out at all. Two thirds said having a skincare routine helps them to feel more confident, with this highest among Gen Z (72%) and Millennials (69%).

The insights come from a Liz Earle Beauty Co. report, which polled women on their feelings on their skin, looking at everything from understanding ingredients to confidence, routines and rituals.

Liz Earle Beauty Co. facialist and lifestyle ambassador, Sarah Carr, said: “Our skin confidence has a big impact on how we feel generally. When we do feel good about our skin, it empowers us to be more present and engaged in everyday life.”

It emerged 63% claimed ‘good skin days’ can now entirely transform their mood for the day ahead.

The research also found women use three skincare products on average, and 70% described their routine as ‘simple and consistent’. While 15% confessed theirs contain lots of details and multiple steps, according to the OnePoll.com figures.

When it comes to buying products, price point (48%) reigns supreme as the decider, followed by natural ingredients (41%) and quality ingredient sourcing (30%).

Although scientific backing (27%), sustainability and ethics (17%) and brand heritage and reputation (13%) also influenced purchasing patterns.

However, 17% confessed to feeling overwhelmed and confused (16%) when buying products for their skin. And 41% admitted they don’t feel confident in their understanding of skincare ingredients and what they do.

While product overwhelm and fast beauty fatigue was rife as 78% think there are too many new skincare products constantly cycling onto the market to keep track of.

Sarah Carr from the beauty brand, added: “We’re seeing a shift towards embracing natural beauty and feeling comfortable going makeup free.

“Taking the time to invest in a skincare routine has become a form of self-care, helping women to ultimately nurture their skin and their wellbeing.

“People clearly benefit from these routines, but they’re steering away from buzz words and hundreds of ‘new’ products cycling onto the market, craving straightforward products with natural, quality ingredients with the scientific backing to produce the results they promise.”