Key insights

  • Six in 10 UK adults (60%) use skincare products, with women (78%) far more likely than men (42%).
  • Effectiveness is the top purchase driver (47%), while price (22%) and natural ingredients (14%) follow.
  • One in four routine users (25%) prefer multi-use products, but younger adults show the most concern about their effectiveness.

YouGov Surveys: Serviced polled 2,095 UK adults to uncover skincare behaviours, routines, and purchasing choices. The data highlights how consumers think about step counts, their appetite for multi-use products, and the factors that drive or deter purchases.

Six in 10 adults (60%) report buying skincare products for themselves in the past year. Women are far more likely to do so than men (78% vs. 42%). Routines vary: four in 10 (39%) follow one to three steps routine, one in 10 (11%) follow a moderate four-to-seven step routine, and just 3% use many steps. Men are more likely to opt out. Six in 10 (60%) say they don’t really follow a skincare routine at all, compared to 29% of women.

Among those with a skincare routine, preferences lean toward single-use products. Four in 10 (38%) prefer separate items for different needs, 30% say it depends on the product, and 25% favour multi-use. Men are more likely to choose multi-use (30%) than women (21%), while women are more inclined toward separate products (42% vs. 32%).

Effectiveness dominates as the most important purchase factor. Half of skincare buyers (47%) select “effectiveness/proven results” as their top consideration, ahead of price (22%) and natural or “clean” ingredients (14%). Brand reputation (6%), convenience (4%), and packaging/sustainability (2%) rank far lower. Older adults are even more focused on effectiveness (52% of 55+), while younger adults show greater sensitivity to price (27% of 18-24s) and sustainability (10% of 18-24s).

When asked what would put them off using multi-use products, 38% say they have no concerns. This rises to 44% among men, compared with 33% of women. But one in four (23%) worry such products won’t perform as well, and one in five (19%) fear they won’t meet skin-specific needs. Younger adults are most skeptical: 37% of 18-24s doubt the effectiveness of multi-use products, and 34% of 25-34s cite concerns about skin-specific needs. A further 14% say they are not familiar with multi-use options.

The findings show that while consumers value simplicity, they won’t compromise on performance. Multi-use products appeal to men in particular, but reassurance is needed to address doubts among younger audiences. For brands, the challenge is balancing efficiency with trust: proving effectiveness, addressing specific skin needs, and highlighting value-for-money and sustainability to connect with younger buyers.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on September 3-4, 2025, with a nationally representative sample of 2,095 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.