Originally posted https://professionalbeauty.co.uk/women-pressured-to-look-younger-report
Beauty retailer Face the Future has uncovered how women really feel about ageing, skincare and unrealistic beauty standards
Aesthetic professionals are being encouraged to consider the emotional and societal factors behind their patients’ skincare concerns, as new research from Face the Future reveals that 65% of UK women feel pressure to look younger at social events.
The findings come from the brand’s Beauty Beyond Time campaign, which surveyed 2,000 UK women on topics ranging from self-image to skincare spending and the impact of social media on ageing expectations.
The report offers insight into how women perceive ageing in 2025 – and the role that aesthetic practitioners, clinics and brands can play in shifting the narrative.
Social events and work are key sources of appearance anxiety
The findings reveal that 65% of women feel pressured to look young at social gatherings or events, with a further 35% reporting similar pressure in the workplace.
Even dating is a source of appearance anxiety, with 27% of women feeling they must appear younger when meeting potential partners.
Social media also plays a major role, with 41% of women saying it makes them feel pressured to look young.
“While people within the beauty industry are moving away from terms like ‘anti-ageing’ and we have seen a shift towards ‘pro-ageing’ or ‘well-ageing’, women in general still feel pressure about their appearance in a world of high societal influence,” said Kimberley Medd, clinic lead at Face the Future.
Confidence and self-image decline with age
Despite the rise of confidence-focused beauty marketing, 32% of UK women feel less confident about their appearance now than when they were younger, while just 27% feel more confident.
Less than half (49%) of women feel they look younger than their age, and only 42% believe they are well represented for their age within the skincare industry.
A third (33%) have never used or no longer use anti-ageing skincare products.
What does 'ageing well’ mean to women in 2025?
When it comes to perceptions of “ageing well”, women prioritise health and confidence over surface-level aesthetics. The top indicators of ageing well were:
- General health (67%)
- Confidence in your skin at any age (58%)
- Minimal wrinkles and fine lines (45%)
- Looking younger than your age (43%)
Only 30% cited compliments about appearance as a sign of ageing well – suggesting that many women value how they feel over how they’re seen.
Spending habits show cautious investment in skincare
The report also highlights consumer behaviour around anti-ageing and skincare products:
- 72% of women spend less than £300 a year on skincare or skin treatments
- Only 4% spend more than £1,000 annually
- 67% no longer use the same skincare products they used when younger
Medd added, “More education is needed on skincare and wellness products to support different stages of our skin.”
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