This article was originally published in The Future of Beauty Trend Report. Receive your copy here
Gen Z are getting older than you might think, and their anxiety around ageing is as acute as you might expect.
The oldest members of this generation – which grew up experimenting with face filters on social media – are now in their mid to late twenties, and coinciding with this is a sharp rise in the percentage of young people opting for injectable 'preventative' treatments such as ‘baby Botox’.
Data from CivicScience found that 30% of US adults aged 18-24 have had a non-surgical treatment such as Botox or dermal fillers, while a quarter of British women aged 18 to 34 are interested in having Botox, compared to a tenth of the general population (source: Mintel).
Nevertheless, a ‘prejuvenation’ kickback has also come to the fore this year, with viral and heated exchanges on social media debating whether the use of injectables – if they are overdone or incorrectly done – are making young people appear older than they are.
“While we are not seeing a decline in Botox and other injectables, we do see terms like #notox and #botoxdetox gaining momentum on social media,” says Joshua Britton, CEO and founder of Debut Biotech and CEO of L’Oréal-backed skin care brand DEINDE.
“And as we all know, these microtrends can often foreshadow the larger status quo in several months to a year from now,” he says.
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