UK women seek better age representation in skincare amid pressure to look younger

New data reveals that 46% of women in the UK feel some degree of pressure to maintain a youthful appearance, while less than half of women (42%) feel well represented for their age in the skincare industry.

That's according to research by online skincare retailer Face the Future, which surveyed 2,000 women across the UK in June 2025. The findings highlight current beauty standards and explore women’s attitudes toward ageing and self-image.

As part of this, the data found that 32% of women feel less confident about their appearance compared to when they were younger. Meanwhile, only 27% report feeling more confident about their appearance now than when they were younger.

It comes as 27% feel pressured to look young when dating, 41% feel pressured because of social media, and 35% feel pressured to look young at work.

Additionally, 43% of women believe that looking younger than their actual age is a sign of ageing well, while 39% associate this with clear, plump, and even skin.

In fact, the top signs of ageing well, according to women in the UK, are: overall general health (67%), confidence in their skin no matter their age (58%), and having minimal wrinkles and fine lines (45%).

Despite this, 33% of women surveyed have never used - or do not currently use - anti-ageing products.

The study suggests women aged 25-34 are the most likely to to start using them, reflecting a proactive and empowered approach to skincare that prioritises prevention and supports healthy ageing.

When it comes to skincare spending, 72% spend less than £300 per year on skincare products and treatments, while only 4% spend £1,000 or more.

Kimberley Medd, Clinic Lead at Face the Future, said: "While people within the beauty industry are moving away from terms like ‘anti-ageing’ and we have seen a shift towards ‘pro-ageing’, or ‘well-ageing’, UK women in general still feel pressure about their appearance in a world of high societal influence from social media, dating, and work.

"These standards still exist and can have a significant effect on our self-confidence and self-esteem."

Face the Future highlights the need for increased education around skincare and wellness products to better support the skin at different life stages.

"At Face the Future we continue to drive this narrative from our online consultations, clearing up social media trends and offering products from brands that are clinically proven, dermatologist-endorsed and doctor-led," added Medd.