Less is more: Why UK women are ditching multi-step skincare
If you’ve ever felt a pang of nostalgia for the 90s, it might be because your skincare routine used to be simpler back then. According to new research from Olay, UK women aged 35 and over are yearning for that uncomplicated era. 43% say their routine is more complicated than it was 10-20 years ago, while 81% say a simpler approach is far more appealing.
In the 1990s, nearly half of women either used a single product or skipped skincare altogether. Fast forward to 2025, almost four in ten are juggling four or more products each day, spending an average of 19 minutes tending to their skin - that’s nearly five full days a year.
The reality of multi-step regimes has led 62% of women to skip or cut short their routines. Tiredness, forgetfulness and a lack of time are the usual culprits. Cue the rise of "skin minimalism".
Searches for simplified skincare routines are soaring, and women are keen to embrace the philosophy of "less is more". Nearly 80% say they’d happily stop using multiple products if a single solution could deliver the same benefits.
Olay is arguing that is has the answer with its Super Cream (available exclusively at Boots for £39.99). This new launch promises five power benefits in one lightweight formula: it hydrates, brightens, smooths, firms, and protects with SPF - all without the faff. Developed with Niacinamide, Collagen Peptides, Vitamins C and E, and Glycerin, it’s powered by Olay’s Active Rush Technology, which allows the ingredients to penetrate the skin’s surface without leaving a white cast.
Dr Zoya Diwan, clinical and aesthetic dermatologist, said: "We’re living in an age where women are busier than ever with balancing work, family, and everything in between - and skincare shouldn’t feel like another chore. Women are taking back control with smarter routines that deliver real results without unnecessary complexity."
Olay Super Cream also comes in a recyclable glass jar with a refill system, catering to the eco-conscious alongside the efficiency-minded. Dr Cedric Callens, Olay Cosmetic Science Expert, added: "Simply put? Your daily shortcut to great skin and smart skincare for modern living."
