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 females revealed 65 per cent of Gen Z and 52 per cent of Millennials believe they feel more comfortable in their skin than they did five years ago.
But it comes after 66 per cent admitted their skin had negatively affected their personal relationships in the past, 19 per cent had skipped social events due to a bad skin day, while 22 per cent had avoided going out at all.
However, 62 per cent said having a skincare routine helps them to feel more confident, with this highest among Gen Z (72 per cent) and Millennials (69 per cent).
It also emerged 63 per cent claimed ‘good skin days’ can now entirely transform their mood for the day ahead.
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.”
The research also found women use three skincare products on average, and 70 per cent described their routine as ‘simple and consistent’.
While 15 per cent confessed theirs contain lots of details and multiple steps, according to the OnePoll.com figures.
When it comes to buying products, price point (48 per cent) reigns supreme as the decider, followed by natural ingredients (41 per cent) and quality ingredient sourcing (30 per cent).
Although scientific backing (27 per cent), sustainability and ethics (17 per cent) and brand heritage and reputation (13 per cent) also influenced purchasing patterns.
However, 17 per cent confessed to feeling overwhelmed and confused (16 per cent) when buying products for their skin.
And 41 per cent 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 per cent 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.”
