One-in-five Brits have no idea what they’re putting on their skin
According to research by skincare brand Amatus, Brits were shown to spend £6.5bn a year on skincare products. Amongst the 18–34 year-olds surveryed in the UK, more than a quarter (26%) admitted they had no idea what was in the products they use. Three-quarters (76%) of this age group have a regular skincare routine (compared to 68% of those aged 35-54 and 61% for those aged 55+), and one in 10 Brits was shown to spend up to 30 minutes a day treating their skin.
More than a third (34%) of responders also said they wanted fewer but higher quality ingredients. The 18-34 age group spends more time and money on skincare than their older counterparts - an average of £15.60 a month on skincare products - which is a third more than those aged 35-54 and triple that spent by those aged 55+. More than one in 10 (12%) spend more than £20 a month. Nearly two-fifths (38%) of younger consumers also say they would be more likely to purchase a product if they knew it was from a female-founded business - a significantly higher percentage than older responders.
“The majority of us have some sort of skincare routine, but millions of us have no idea what we’re putting on our skin," said Amy Zapantis, founder of Amatus. "Nor did I, and when I tried to find out, I faced barrier after barrier. So, I launched my own transparent, minimalist, healthy skincare brand and am doing everything I can to put sustainability at the forefront of my business”.
When it comes to sustainability, the beauty industry has work to do. There are an estimated 120 billion units of packaging created every year according to Zero Waste Europe, and only 9% of plastic waste ever produced by any industry has been recycled, according to the UN. Amatus products are sold in 100% recycled and recyclable packaging and the company also has a more sustainable approach to sourcing ingredients.
“Fewer ingredients mean less production and less waste and less carbon footprint," added Zapantis. "I’m still learning how to constantly improve the business on that front, but it’s something of incredible importance to me. When I started trying to find out what ingredients were in the products I was using, the information was remarkably difficult to find – and understanding it even tougher. I was horrified and so from there, I became skin obsessed. We have worked closely with manufacturers, dermatologists, suppliers, chemists, and everyone I can think of to create a product that is simple, clean and transparent.”