Searches for “anti ageing treatments” have surged by 5,000% in the past month, reflecting growing public interest in skin longevity and ageing prevention.
Despite this spike, many people remain reliant on skincare alone rather than moving to clinically proven treatments that may deliver more visible results.
A YouGov study analysed by Dr Conal Perrett, consultant dermatologist at The Devonshire Clinic, highlights a gap between consumer expectations and outcomes. While 60% of UK adults regularly purchase skincare, most are not progressing to advanced treatments.
Dr Perrett said: “There’s a widespread misconception that skincare alone can deliver significant anti-ageing results. In reality, many people are investing consistently but not seeing meaningful change because they’re stopping short of the treatments that can make a real difference.”
He added that confusion around how to use skincare products is contributing to the issue.
Structured approach to skincare
To address this, Dr Perrett outlines a doctor-led 12-step routine designed to support skin health, barrier function and anti-ageing outcomes.
Morning routine
- Cleanser to remove sweat, oil, bacteria and overnight products
- Toner to hydrate, rebalance pH or deliver light active ingredients
- Treatment serums applied from thinnest to thickest texture
- Eye cream for hydration in the under-eye area
- Moisturiser to support the skin barrier
- Suncream with SPF 30 or higher to protect against UV damage, which accounts for up to 80%–90% of visible skin ageing
Evening routine
- Cleanser, with double cleansing if needed
- Toner depending on skin type
- Treatment products such as retinol, AHAs, BHAs or prescribed actives
- Hydrating serum to support recovery
- Moisturiser to prevent dryness
- Facial oil to lock in moisture and active ingredients
Gap between ambition and action
Dr Perrett said: “We’re seeing a clear gap between ambition and action. People want to look fresher and more youthful, but concerns around safety, misinformation, or looking unnatural are holding them back from taking the next step.”
The research also shows a gender divide, with 78% of women using skincare regularly compared with 42% of men.
Effectiveness is now the leading factor in product choice. Nearly half of consumers prioritise results at 47%, compared with 22% who prioritise price and 14% who favour natural ingredients.
Demand for natural results and better guidance
Uncertainty remains a major barrier to advanced treatments, even as demand for effective solutions grows.
Dr Perrett said: “Patients today don’t want dramatic changes. They want to look like a fresher version of themselves. The trend is moving towards natural, preventative approaches, but education is key.”
Growing awareness of photoageing, where ultraviolet radiation contributes to wrinkles and pigmentation, is also shaping behaviour. Experts emphasise that consistent daily sun protection is essential for prevention.
Dr Perrett concluded: “Closing this gap is about giving people clear, medically-led guidance so they can make informed decisions, rather than relying on trial and error with products alone.”