Gen Z's Growing Concern over Aging
Contrary to their body-positive and authentic image, Gen-Z is increasingly embracing anti-aging products and procedures This article explores their early adoption and the implications for their aging journey
Editors Note: This article was originally published by The Business of Fashion, an editorial partner of CNN Style.
(CNN)Influencer Emma Brooks never really worried about aginguntil she turned 20.
"I was panicking," she said. "I look so different from how I did two years ago... What am I going to look like in five years?"
Even though the oldest among them is only around 26, Gen-Z is already worried about aging. Prevention, instead of correction, has become the norm; they're choosing makeup products with anti-aging benefits such as reducing fine lines and SPF protection, and 70 percent use anti-aging serums every day, according to intelligence firm Circana. Botox start-up Peachy stated that Gen-Z is its fastest-growing group. Earlier this year, in a striking example of the trend, a TikTok video titled "Things I do to slow the aging process as a 14 year old" went viral.
Larissa Jensen, beauty industry advisor at Circana, observed that today's generation is adopting the skincare routines of older individuals. When 20-somethings seek advice from dermatologist and beauty brand founder Loretta Ciraldo for issues like breakouts, they often shift the conversation towards anti-aging concerns.
Social media platforms like Instagram, TikTok, and Zoom have caused people to be more focused on their appearance than ever before. Many are sharing their "preventative aging" routines online, which include using retinoids, vitamin C, sunscreen, and even face tape at night. There has also been a surge in interest in "baby botox" and other treatments aimed at preventing lines from forming. According to Trendalytics, searches and social activity related to botox, dermal fillers, and retinol have increased by 63 percent this year.
Gen-Z's early interest in anti-aging beauty presents an opportunity for brands to attract a consumer group they have not traditionally targeted, according to Rich Gersten, co-founder of True Beauty Ventures. The group prioritizes efficacy, fast results, and affordability, but there is still much to learn about how their preferences will change as they age.
"It's a generation of contradictions. On one hand, they value body positivity, authenticity, and credibility, but on the other hand, they are very focused on anti-aging. They use filters and strive for perfection," explained Cristina Nuñez, co-founder of True Beauty Ventures. "There's a blend of positivity and anxiety within this generation."
Gen-Z is exceptionally knowledgeable about skincare, aging, and environmental stressors, according to Jensen. As a result, they have rebranded anti-aging to focus more on wellness.
For instance, 26-year-old consultant Dylan Heberle sees skincare as essential to his health, prioritizing sunscreen to prevent skin cancer and wrinkles. He considers his nightly skincare routine to be as important as regular exercise.
Judah Abraham, chief executive of Slate Brands, a Gen-Z focused incubator, expressed that it connects to the increase in comprehensive self-care ... making sure to prioritize one's skin and overall well-being.
Beauty brands and providers are changing their business models to cater to Gen-Z's focus on prevention and anti-aging treatment, as interest in cosmetic procedures rises.
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Gen-Z is prioritizing slowing down the aging process rather than fixing issues later, according to Paris-based dermatologist Diala Haykal. The trend of "prejuvenation" procedures focused on prevention is the most significant change in cosmetic dermatology in the last twenty years, she added.
Brands are responding to this demand with an increase in products. The number of skin care and beauty products targeting anti-aging has risen by 10% in the past two years, according to Trendalytics. Searches for sunscreen have more than tripled, and there are nearly three times as many sunscreen products on the market today compared to three years ago. E.l.f Beauty, focused on Gen-Z, introduced a retinoid last year, and Bubble released an eye cream in November.
There is a rise in brands specifically designed for young skin, such as Btwn, a skincare label focusing on the unique needs of teen skin, and Indu, a skin and makeup brand created by Feelunique co-founders Aaron Chatterly and Richard Schiessl with a strict list of gentle ingredients.
Additionally, Gen-Z is increasingly interested in injectables due to their immediate results. For example, Botox, which has gained popularity through social media, is seen as a potentially more effective and affordable alternative to products for erasing fine lines. The willingness of young people to undergo "tweakments" is a new trend not seen a decade ago, according to Nuñez.
Paul Nassif, a renowned facial plastic surgeon who is famous for his appearances on the E! series "Botched," has noticed an increase in the number of younger individuals seeking peels, facials, and sometimes even laser treatments. According to Nassif, instead of showing photos of celebrities during consultations, the younger generation, known as Gen-Z, bring in photos of themselves with filters.
Nassif stated, "There's a common belief that aging is a privilege. Embrace your gray hair and avoid procedures like botox or preventative measures. However, to me, simply living another year is aging. The presence of wrinkles and gray hair does not necessarily signify aging." Heberle also shares this sentiment.
When discussing Gen-Z and aging, it's inevitable to consider the influence of social media. The hashtag #antiageing has gained 7.4 billion views on TikTok, with the aged filter becoming a viral trend, generating 24.5 million posts, even catching the attention of Kylie Jenner. Various solutions, such as Frownies for wrinkle smoothing, silicone anti-wrinkle pads like Dermaclara, jaw-lift chin straps, face tape for "fox eyes," and radio-frequency devices like NuFace, are widely popular.
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The openness of Gen-Z on social media platforms has increased the desire for beauty treatments, according to Carolyn Treasure, the co-founder of Peachy. When Gen-Z individuals undergo beauty procedures, they frequently document the experience and share testimonials, using timelapse compilations to demonstrate the effects on their faces.
"Millennials often portray an idealized version of the world. They're like, 'Let me share this with my friends at brunch,'" Treasure explained. "Gen-Z is really focused on sharing their experiences. They tell me, 'I don't want to keep this to myself. I want others to know about it.'"
Jensen commented that education, largely conducted through social media, significantly influences the growing interest in preventive aging. Dermatologists and even high schoolers in their bedrooms are now sharing skincare advice with the masses.
However, having more information doesn't always guarantee accuracy. Ciraldo shared that many young consumers believe they are experiencing age-related issues, when in fact they are attributed to the premature use of harsh chemicals. Additionally, there is limited long-term research on the impact of "prejuvenation" treatments on a younger demographic. Furthermore, the abundance of information can be overwhelming and cause anxiety for a generation that is still navigating their way in the world.
Brooks expressed concern about being so young and already worrying about growing old. This article was first published by The Business of Fashion, a partner of CNN Style. Find additional stories from The Business of Fashion here.
