Gen Z women are ditching viral beauty hacks for simple beauty routines

Gen Z women are ditching viral beauty hacks for simple beauty routines A new study shows young women are returning to simple skincare routines after becoming overwhelmed by trending beauty hacks on social media More than half of Gen Z women are yearning to return to simpler beauty routines as they grow weary of contemporary beauty crazes. Research involving 2,000 women revealed that 64% of those aged 18-29 have grown disillusioned with viral beauty tricks flooding their social media feeds, with 55% now craving a more straightforward routine. Among this group, 26% reckon traditional, time-tested techniques are better for their health than newer alternatives, while 33% admit their current routine sometimes feels overwhelming. It appears 52% are now prioritising their internal wellbeing over outward appearance alone. Numerous Gen Z women say they're deliberately steering clear of cosmetic procedures, injectable fillers and fashionable practices such as face taping - which claims to encourage the skin to remain wrinkle-free. More than a quarter (26%) are also moving away from full coverage foundation in favour of a natural glow, while 22% are no longer relying on expensive creams and oils. The research was commissioned by Perfectil as part of its 'Back to Basics' campaign. Singer and TV personality Rachel Stevens, who is fronting the campaign, said: "I've seen and tried my fair share of beauty trends over the years, but I've always found that the most effective routines are the simplest ones. "For me, looking and feeling my best is about consistency – focusing on balanced nutrition, hydration, and good sleep as part of an everyday lifestyle rather than chasing the latest viral quick fix. My daily routine is much more streamlined now." The study revealed 56% of women born after 1996 'often' or 'very often' encounter new beauty trends on social media, with 70% of those having tried them. However, just one in 10 actually trust them. The majority (82%) who have previously tried something they discovered online have been left disappointed by the outcome. Now, 48% are choosing to adopt tips which have been endorsed by experts or science. Three quarters believe there is robust scientific evidence to support that what they put into their significantly impacts their appearance. Consequently, many young women now prioritise drinking plenty of water (62%), maintaining a healthy balanced diet (57%) and getting good sleep (52%). Melissa Cohen, nutritional therapist at Perfectil, added: "The modern consumer is experiencing aesthetic fatigue; they are tired of multi-step routines and over-promising topical products that only work on the skin's surface. "Your skin, hair, and nails are direct reflections of your internal health and nutrition. When you nourish the body with targeted, scientifically proven micronutrients, you feed the deeper follicular and dermal layers where topical creams simply cannot reach. "By stripping back the clutter and focusing on a 'beauty from within' approach - women can achieve sustainable, radiant results without the need for an overwhelming, 10-step topical regime."