New research reveals opportunity for brands to support young adults with skin conditions

A recent nationwide study by Sudocrem has shed light on the widespread prevalence and emotional toll of skin conditions among young people today.

The research found that almost three quarters (74%) of respondents avoid looking in the mirror during flare-ups, while 85% admitted their skin has directly affected their self-esteem.

It also revealed the frequency of these conditions: 30% of 18-24 year olds experience acne weekly, and half report eczema flare-ups at least once a week.

Associate Professor Tess McPherson commented on the findings: "The research clearly shows that skin conditions are common among young people and can significantly impact self-esteem and social engagement. In my practice as an NHS dermatologist, I see this daily."

She emphasised that societal pressure to have "perfect" skin can exacerbate stress and worsen flare-ups.

"Acne, eczema, and other skin conditions are very common. It’s important that young people remember they're not alone, and there are effective treatments and support available," McPherson added.

The Sudocrem study also highlighted the social consequences of skin conditions. 41% of 18-24 year olds admitted avoiding social situations, while 40% skip nights out when experiencing flare-ups.

In addition, nearly half (48%) reported receiving negative comments about their skin and 29% use AI filters to "perfect" their appearance - underlining the pressure young people feel to meet unrealistic beauty standards.

Bethany Innes, a spokesperson for Sudocrem, said: "These findings reflect what we hear from young people, that skin issues can affect far more than just appearance. With 60% feeling self-conscious and 53% experiencing anxiety during flare-ups, it’s clear that skin health is closely tied to self-worth.

"At Sudocrem, we want to reassure young people that they’re not alone. Skin conditions are normal, manageable, and nothing to be ashamed of. Our goal is to help people feel confident in their skin even on the tough days."

The research indicates there may be value in the beauty and skincare sector offering both effective products and clear, supportive information for young people managing skin conditions.

By focusing on education, promoting realistic expectations, and encouraging confidence, companies may to help young adults navigate both the physical and emotional aspects of their skin health.