Stat: Ageing pressures persist despite shifts in beauty language

UK – Despite the rise of pro-ageing narratives in beauty marketing, new research from skincare retailer Face the Future finds that pressure to look younger is still deeply felt by UK women. 

As part of its Beauty Beyond Time campaign, the brand surveyed 2,000 women and discovered that 65% feel compelled to appear more youthful at social events. The study found that workplaces (35%), dating environments (27%) and social media (41%) are also significant sources of appearance anxiety.

Confidence appears to decline with age – only 27% of women feel more confident about their looks now than they did when they were younger. Just 42% think that they’re well represented for their age in the skincare industry and a third no longer, or have never, used anti-ageing skincare products.

Crucially, 67% of respondents define ‘ageing well’ not by appearance, but by maintaining good health, echoing a broader shift explored in our Longevity Lifestyles macrotrend.