More than one third of Brits have experienced skin issues linked to air pollution

New research conducted by Westfield’s How We Shop platform unveiled the concerning reality that over a third (38%) of Britons believe they have experienced skin issues due to air pollution, with prevalent issues among Britons including dryness (54%), increased dirtiness (45%), blemishes (21%), and early signs of aging (20%).

Over 70% of Brits have concerns about the detrimental effects of air pollution on their skin and as cities grapple with increasing pollution levels, it’s no surprise that skin health is a growing concern.

More than half of Britons credit their heightened understanding of how air pollution affects the skin to improved environmental education.

As concerns among UK consumers continue to mount, significant shifts in daily skincare routines are being undertaken to mitigate the adverse effects of air pollution. Notably, a third of Britons (31%) have transitioned to using gentle cleansers designed to remove pollutants without stripping natural oils.

While women continue to lead in the adoption of such skincare products (57%), a remarkable 43% of surveyed men have also begun investing in anti-pollution skincare solutions. Notably, individuals aged 30-44 are the most frequent purchasers of these items.

Residents of urban areas bear the brunt of air pollution's detrimental effects and remarkably, over a quarter (29%) of individuals surveyed expressed a willingness to relocate to rural areas in pursuit of better skin health.

The findings amplify the World Health Organisation's assertion that more than 99% of the global population reside in regions where pollution levels surpass their guidelines. In the UK, urban areas such as Greater Manchester, London, the West Midlands, and South Wales register as the regions most afflicted by elevated pollution levels.

“Our latest How We Shop research unveiled that 67% of Brits will invest more in products that shield against air pollution if they understand its impact on their skin,” says Sarah Fearon, head of marketing UK at Unibail-Rodamco-Westfield: “This highlights people's desire to actively seek solutions to protect their skin, whether by adjusting their daily routines or investing in specialised products tailored to combat pollution.

“This growing environmental consciousness is reshaping consumer attitudes and behaviours towards skincare. Hence, we take pride in offering complimentary expert skin consultations and more at this year’s The Beauty Edit event. It's our commitment to championing not only beauty but also holistic health and confidence.”

Dr Ifeoma Ejikeme, founder and medical Director at the Adonia Medical Clinic, offered free consultations at Westfields two London centres, as part of its Beauty Edit Event.

She commented on the research, saying, “In the face of escalating pollution levels, our skin becomes the frontline target of environmental aggression. The latest insights from Westfield underscore the pressing need to strengthen our skincare routine against the unseen threats lurking in our air.

"As we navigate through urban landscapes shrouded in pollution, let us not just shield our skin but empower it to withstand these challenges. Adonia Medical Clinic’s collaboration with Westfield epitomises this ethos. Join me and my team at The Beauty Edit, where we will be providing consultations towards glowing skin.”