Key Takeaways:

• Skincare has become a core wellness investment for Gen Z.
• Clinical proof now outweighs influencer hype in health decisions.
• Beauty and wellness continue converging through skin health and technology.

For Gen Z and Gen Alpha, beauty is no longer a separate category within the wellness economy. It is increasingly treated as one of its foundations.

New research into the health and wellness priorities of Gen Next found that skincare sits alongside healthy food, gym memberships, and vitamins and supplements as a core area of spending. Younger consumers are also using the appearance of their skin as an indicator of their overall health, embracing red light therapy as both skincare and recovery technology, and demanding more proof from the products and brands competing for their attention.

The findings in Cafeteria’s Gen Next Talks Health & Wellness in 2026 report point to a broader shift in how younger generations define well-being. Speaking with over 1,400 Gen Z and Gen Alpha for over 237 hours, Cafeteria found that young consumers view beauty, fitness, food, supplementation, and technology not as isolated routines but as interconnected tools for managing appearance, energy, performance, and long-term health.

Beauty Enters the Wellness Wallet

When respondents were asked how they would allocate a hypothetical $300 monthly health and wellness budget, healthy food, gym membership, vitamins and supplements, and skincare emerged as the core purchases. Healthy food attracted the largest share of spending across genders, while gym memberships ranked particularly highly among male respondents. Skincare, meanwhile, competed directly with categories traditionally associated with health rather than discretionary beauty.

For brands, the implication is significant. Skincare is no longer competing only with cosmetics, fragrance, or other personal care products for consumers’ disposable income. It is increasingly competing with fitness memberships, groceries, supplements, and wellness services.

• Fifty-three percent of female respondents said they would spend part of the budget on healthy food, compared with 46% of male respondents.
• Thirty-six percent of female respondents prioritized gym memberships, compared with 48% of male respondents.
• Thirty-two percent of female respondents allocated money to vitamins and supplements, compared with 25% of male respondents.
• Thirty-one percent of female respondents included skincare in their wellness budgets, compared with 19% of male respondents.
• Female respondents also allocated spending to athleisure, beauty, haircare, and boutique classes such as Pilates and cycling.
• Male respondents were more likely to direct their remaining budget towards protein, creatine, electrolytes, and workout equipment.
• Sixteen percent of male respondents included protein in their budget, while 6% prioritized creatine or pre-workout products.

The gender divide suggests different entry points into the same broader wellness ecosystem. Female respondents tended to build routines spanning appearance, movement, and self-care, while male respondents placed greater emphasis on performance, strength, and supplementation. Yet both groups positioned beauty-adjacent purchases alongside food and exercise, reinforcing the growing convergence between beauty and health.

Athleisure Defines the Wellness Brand Landscape

The report also found that younger consumers do not define wellness exclusively through supplements, the gym, or healthcare. Athleisure has become one of the category’s most recognizable expressions.

When respondents were asked which brands they associated with health and wellness, activewear accounted for more than one-third of all mentions. Lululemon, Alo, Nike, CeraVe, and Whole Foods were among the most frequently named companies.

The range of brands is notable. A sportswear business, a prestige activewear label, a mass skincare brand, and a grocery retailer now occupy the same mental category for younger consumers.

• Vitamins and supplements accounted for 15% of brand mentions.
• Skincare and beauty generated 13% of mentions.
• Grocery and healthy food brands represented 10% of responses.
• Wearables and fitness technology accounted for 8% of mentions.
• Lululemon, Alo, Nike, CeraVe, and Whole Foods were the most frequently named brands across all categories.

This broad definition creates both opportunity and competition. Beauty brands are no longer operating within a closed beauty ecosystem. They are competing for wellness relevance against apparel, food, technology, and fitness companies that may have a more visible role in consumers’ daily routines.

Skin Becomes a Measure of Health

One of the report’s clearest beauty findings was that younger consumers increasingly view their skin as a visible feedback system for their overall well-being. Respondents associated clearer, brighter skin with good sleep, nutrition, hydration, and stress management. Breakouts and dullness, by contrast, were interpreted as evidence that something within the broader routine had broken down.

Beauty is therefore becoming partly diagnostic. Skincare is not simply used to improve appearance after a concern develops; the condition of the skin is used to assess whether a consumer is eating, sleeping, and living well.

• One in four female and nonbinary respondents identified their skin as the body’s most visible indicator of overall health.
• Fifteen percent% of male respondents also cited skin as a diagnostic indicator of well-being.
• Respondents commonly associated sleep, diet, hydration, and lower stress with a visible glow.
• Poorer habits were linked with acne, breakouts, and dull-looking skin.
• Some respondents described a negative cycle in which feeling unwell caused them to neglect their skincare routines, leading to further skin concerns.

This strengthens the business case for brands positioning skincare as part of whole-body wellness. Products that connect the skin with stress, sleep, nutrition, or hormonal health may resonate more strongly than those focused solely on surface-level correction.

However, it also raises expectations. As consumers increasingly view skin as evidence of internal health, brands may face greater scrutiny when making claims about the relationship between topical products and broader well-being.

Red Light Therapy Splits Along Gender Lines

Red light therapy illustrates how a single technology can be interpreted differently depending on the consumer.

Female respondents were more likely to view red light devices as skincare tools, particularly for acne, collagen production, and future anti-aging benefits. Male respondents were more likely to associate the technology with exercise recovery and hair regrowth.

The distinction suggests that beauty technology is moving beyond a single category identity. Red light therapy can be marketed as a skin treatment, recovery device, longevity intervention, or hair-growth tool depending on the audience and environment.

• Sixty-two percent of female respondents expressed interest in red light therapy, compared with 42% of male respondents.
• Thirty-seven percent of female respondents cited improving their skin as the primary appeal, compared with 26% of male respondents.
• Eighteen percent of male respondents associated red light therapy with recovery, compared with 7% of female respondents.
• Seven percent of male respondents identified hair regrowth as an important potential benefit.
• Ten percent of female respondents said they doubted whether red light therapy worked.
• Fourteen percent of male respondents said they did not know what red light therapy was.
• Some male respondents confused red light therapy with ultraviolet exposure and raised concerns about cancer risk.

For beauty companies, the opportunity lies in clearer education and precise positioning. Female consumers appear to be further along the awareness journey but more skeptical of efficacy, while a larger proportion of male consumers still require basic category education.

The technology’s growing cultural relevance also brings the risk of overstatement. Claims around cellular energy, collagen, inflammation, and recovery will require evidence if brands are to satisfy a generation already suspicious of hype.

Wearables Become Everyday Wellness Dashboards

More than half of respondents either owned or wanted a fitness tracker or watch, with Apple Watch dominating across genders. Other devices occupied more specific positions: Oura was associated with aesthetics and holistic health, Whoop with performance and recovery, Garmin with serious running, and Fitbit with affordability and accessibility.

• More than 57% of Gen Next respondents owned or wanted a fitness tracker or smartwatch.
• Apple Watch was the dominant device, named by 72% of female respondents and 69% of male respondents interested in wearables.
• Fitbit was named by 12% of female respondents and 10% of male respondents.
• Oura was selected by 9% of female respondents and 4% of male respondents.
• Garmin was named by 6% of female respondents and 8% of male respondents.
• Whoop was selected by 2% of female respondents and 12% of male respondents.
• Steps were the most valued data point, selected by 47% of respondents.
• Heart rate ranked second at 31%.
• Sleep was named by 15% of respondents.
• Calories burned were selected by 11%, while distance was named by 8%.

The report found that sleep data was particularly valuable because respondents used it to explain how they felt and decide how hard to train. They wanted insight into quality, consistency, and recovery, rather than simply a total number of hours.

For beauty and wellness brands, wearables could increasingly influence product positioning and consumer behavior. Sleep, stress, and recovery data already shapes decisions around workouts and nutrition; skincare routines may become another area informed by daily health scores.

That possibility is particularly relevant as beauty moves towards personalization. Yet younger consumers also expressed demand for data that better accounts for women’s hormonal and biological differences, suggesting that existing wellness technology still leaves important gaps.

Gen Next Rejects Wellness Shortcuts

Despite their interest in supplements, devices, and optimization, younger consumers were strongly skeptical of more invasive wellness interventions.

Seventy-two percent of respondents said they were not interested in GLP-1 medications. Their concerns extended beyond safety and included dependency, weight regain, medical access, and the return of extreme thinness as a cultural ideal.

• Seventy-two percent of respondents said they would pass on GLP-1 medications.
• Eighteen percent expressed support for GLP-1 use.
• Ten percent said their opinion depended on the circumstances or that they were unfamiliar with the drugs.
• Twenty-eight percent of those who were not interested said they wanted to lose weight without intervention.
• Twenty-five percent cited concerns about side effects.
• Supportive respondents generally limited their approval to cases involving diabetes, severe obesity, or medical supervision.
• Eight percent of female respondents who rejected GLP-1s framed their use as taking medicine away from diabetic patients who needed it.
• Some female respondents associated the drugs with eating-disorder culture, celebrity thinness, and the return of early-2000s body ideals.

A similar pattern emerged around injectable peptides.

• Eighty-five percent of female respondents opposed peptide injections.
• Sixty-six percent of male respondents were also against injectable peptides.
• Female respondents commonly associated the category with steroid use, “looksmaxxing,” and male internet subcultures.
• Even interested male respondents said more research and safety evidence were necessary.
• Across genders, respondents raised concerns about self-injecting unregulated substances purchased online without medical supervision.

These findings complicate the idea that younger consumers will embrace every new wellness innovation. Gen Next may be interested in optimization, but it is not automatically receptive to interventions perceived as extreme, medically unnecessary, or insufficiently regulated.

For beauty and wellness companies entering peptides, metabolic health, or other medically adjacent categories, the report suggests that supervision, evidence, and responsible positioning will be essential.

Proof Replaces Hype

The report’s strongest message for marketers was that younger consumers assume product claims may be misleading until evidence proves otherwise. Research, clinical testing, and measurable results were the most powerful trust signals. Third-party reviews also played a significant role, particularly when they included both criticism and praise.

• Nearly one in five respondents said research, clinical evidence, third-party testing, or verifiable numbers made product claims more believable.
• Fifteen percent identified reviews as an important source of trust.
• Respondents preferred independent reviews over testimonials published on a brand’s own website.
• Some respondents said the absence of negative reviews made a product appear less credible.
• Nearly one-third of female respondents identified sponsorships, affiliate links, and promotional codes as warning signs.
• Female respondents were twice as likely as male respondents to flag paid promotional signals.
• Gummies, weight-loss powders, and “fat-burning” supplements were often viewed as scams until proven otherwise.
• AI-generated imagery, voices, and copy triggered additional suspicion.

This presents a challenge for influencer-heavy wellness and beauty campaigns. The visibility that comes from high-profile creators can generate awareness, but it does not necessarily generate belief. Consumers were particularly skeptical when already-attractive celebrities promoted skin products without providing meaningful evidence of change. The report indicates that brands may need to complement creator reach with clinical substantiation, independent testing, and real-world consumer results.

When asked which health and fitness creators they trusted, 22% of respondents named no one. The creators who did earn trust tended to have recognized credentials or clearly defined expertise. Doctor Mike was the only creator trusted across genders, largely because he is a practicing physician.

• Twenty-two percent of respondents could not name a health or fitness creator they trusted.
• Doctor Mike was the only creator cited across genders as a trusted source.
• Ten percent of male respondents named science-based fitness creator Jeff Nippard.
• Sam Sulek, Brendan Ruh, and Chris Bumstead were each cited by 5% of male respondents.
• Female respondents were more likely to name workout creators such as Chloe Ting and Demetria Diaz.
• Lifestyle and beauty figures, including Alix Earle and Hailey Bieber, also appeared among female respondents’ answers.

The broader body of source data reinforced the continued authority of medical professionals.

• Doctors were the most trusted health information source for 87% of female respondents and 83% of male respondents.
• Nearly four in 10 respondents across genders trusted Google and friends or family as part of their information-gathering process.
• Sixty-five percent of female respondents ranked AI chatbots among their most distrusted health sources, compared with 46% of male respondents.
• Sixty-five percent of male respondents ranked TikTok among their most distrusted health sources, compared with 47% of female respondents.
• Fifty-five percent of female respondents distrusted YouTube, compared with 44% of male respondents.

For brands, authority is therefore becoming more important at the same time that traditional authority is being questioned. A white coat alone may not be sufficient, but relevant qualifications, transparent evidence, and clear limits around claims remain powerful.

AI Is Accepted as a Planner, Not a Doctor

Younger consumers expressed broad scepticism about using artificial intelligence for health advice, particularly when diagnosis, privacy, or mental health were involved. Concerns included AI hallucinations, excessive reassurance, data collection, and the risk of AI replicating the anxiety associated with online symptom searching.

However, respondents were more open to limited, practical applications.

• One in four respondents said they were open to using AI in relation to mental health.
• 36% of male respondents were open to AI for mental health purposes, compared with 21% of female respondents.
• Supportive respondents described AI as a venting outlet or tool for organizing thoughts rather than a replacement for a therapist.
• Some respondents were willing to use AI to narrow down symptoms before speaking with a medical professional.
• Thirty-five percent of Gen Z and Gen Alpha respondents trusted AI to generate workout, meal, or diet plans.
• Workout and nutrition planning were the most widely accepted health-related uses of AI.
• Male respondents and those engaged in strength training were particularly likely to use AI for planning.

For beauty and wellness companies exploring AI-led recommendation tools, consumers may be receptive to routine building, product comparison, and scheduling. Claims of diagnosis or psychological support will face significantly greater resistance.

From Insecurity to Holistic Health

For most respondents, interest in health begins through family, sport, or personal experience. For a notable subset, however, the starting point was comparison with bodies and faces seen online. Female respondents cited beauty influencers, while male respondents pointed to TikTok creators and bodybuilders. Social media may act as motivation, but it also contributes to insecurity and body dissatisfaction.

• Sixty-four percent of female respondents said they felt drained after spending 30 minutes scrolling Instagram.
• Some female respondents described feeling insecure or negatively comparing their bodies with models and creators.
• Male respondents described being motivated by physiques seen online, while also acknowledging body dysmorphia and appearance pressure.
• Some respondents said they were moving towards a more holistic definition of health centered on energy, peace of mind, and feeling comfortable in their own skin.

This tension between aspirational ideals and well-being will continue to shape beauty and wellness marketing. Young consumers remain highly engaged with appearance, but they are also increasingly aware of the psychological cost of chasing online ideals. Brands that frame wellness solely through thinness, perfection, or optimization may struggle to maintain trust with an audience actively questioning those values.

Beauty’s Place in the New Wellness Economy

The Cafeteria report shows that beauty has moved deeper into the everyday health routines of younger consumers. Skincare is now budgeted alongside groceries, gym memberships, and supplements. Skin is used as a visible indicator of sleep, nutrition, and stress. Red light therapy is interpreted as both a beauty treatment and a recovery technology. Wearables are helping consumers make decisions about how they move, rest, and potentially care for themselves.

At the same time, Gen Z and Gen Alpha are not indiscriminately embracing wellness innovation. They are wary of GLP-1s used for cosmetic purposes, resistant to unregulated peptide injections, and skeptical of influencer-led claims without evidence.

The opportunity for beauty brands is therefore accompanied by a higher burden of proof. To participate credibly in the wellness economy, brands will need to demonstrate measurable efficacy, communicate with restraint, and recognize that younger consumers increasingly evaluate beauty products by health standards rather than aesthetics alone.

Beauty may have secured a place in the wellness wallet. Keeping it there will depend on trust.