Key Takeaways:

• Personal care routines are viewed as critical to health and long-term wellness.
• Simplicity drives consistency, with most consumers spending under 30 minutes daily.
• Many start their routines between ages 19-34, though many wish they had begun earlier.

As the beauty and wellness landscape grows increasingly crowded with brands, products, and trends, consumers are signaling a desire to get back to basics when it comes to improving their beauty and wellness routines. 

Kenvue’s consumer trends report, A New View of Care—developed in partnership with Kantar, the world’s largest marketing data and analytics company—surveyed 10,000 consumers across 10 countries. It revealed that personal care routines are fundamental to overall health and well-being. The report found that most consumers prefer consistency and simplicity in their regimens, benefiting both physically and emotionally from science-backed approaches rather than trendy multistep routines.

Trust and Influence

The report noted a discrepancy between trusted and used sources. Search engines ranked only 6th in trustworthiness but are the most common source people actually use. Also lagging are AI tools, with only about a third of consumers mentioning they trust the information provided by generative AI. For Gen Z, social media influencers and creators, who do not specialize in healthcare, are the top source. The data highlights a preference for convenience, immediacy, and trend-driven advice over credibility or expertise from professionals.

• 62% of consumers surveyed trust doctors, pharmacists, or other healthcare providers for information about routines.
• 32% rely on search engines, while 25% get their information from doctors or healthcare experts on social media.
• 31% trust generative AI for advice, nearly the same as social media influencers and content creators (29%).
• 44% are unsure about starting a routine or haven’t even considered it, with 19% citing uncertainty about which products to use.

Motivations and Mindsets

Most consumers begin self-care routines between the ages of 19 and 34. While self-motivation is the driving factor in wellness habits across generations, Gen Z is most influenced by peers and online culture when getting started, with 22% stating they are influenced by social media. Younger generations are also more likely to recognize the connection between personal care and overall health, with over 60% of Gen Z and millennials wishing they had started even earlier. Despite their young age, many feel “behind” in wellness as they view routines as long-term, preventative investments in their health.

• 40% of consumers surveyed start routines because they want to do something for themselves.
• 59% regret not starting sooner.
• 73% spend less than 30 minutes on personal care, with 40% spending under 15 minutes.
• 88% said their routine positively impacts their health.
• Those who invest 15 minutes or more report better health (45%) compared to those who don’t (31%).

Outcomes of Consistency

Routines are now viewed less as beauty rituals or short-term fixes and more as preventative measures for long-term health. Three-quarters of consumers said they prioritize their health as part of maintaining their physical appearance, while roughly two in five consumers’ routines are strictly for health purposes. Most agree that routines are designed for longevity. For example, 73% apply sunscreen to reduce the risk of skin cancer rather than just to avoid a sunburn that day.

• 19% of consumers surveyed focus on whole-bodycare routines.
• 52% say their routines support both beauty and health.
• 40% cite overall well-being as the primary reason for maintaining a routine.
• Improving sleep (53%) and boosting energy (49%) are the top health goals. 
• 38% of Gen Z maintain routines to prevent signs of aging.
• 40% prioritize oral care, while only 17% rank suncare in their top three priorities.

Emotional Impacts

The biggest barriers to maintaining routines are time, energy, and emotional demands, rather than cost. Price rarely ends routines for consumers but can limit the consistency of what products they reach for. Meanwhile, missing daily routines carries an emotional toll. Many cite a lack of energy, guilt, anxiety, or negative body image when they do not accomplish their daily wellness goals, especially parents. They are twice as likely to be less caring towards their family when they can’t keep up. As a solution, 26% of consumers shorten their routines when they are overwhelmed or struggling with mental health. Emotions are a major factor in daily well-being.

• 24% of consumers surveyed have become more consistent with their routines in the past five years.
• 20% have added more products to their routines.
• The top barrier keeping people from doing their routine: 28% become too tired; while the top cause for not using personal care products is the expense (32%).
• 24% have less energy/less motivation; 22% feel guilty when they do not complete their routine. 

Future of Routines

In 2026, most consumers plan to be more consistent with their routines. Roughly a third are focusing on “keeping it simple and easy” so that routines are achievable and less daunting. Also in the upcoming year, Gen Z and millennials say they are willing to spend more on personal care as a form of self-investment.

• 48% of consumers surveyed say their healthcare provider would most influence changes to their personal care routine in the next year.
• 14% prefer a simple, minimalist approach when starting a new routine.
• 38% plan to dedicate more time to routines in the coming year, compared to just 15% who expect to spend less.

Personal care routines have evolved from superficial beauty regimens to full-body investments in future health. The healthcare industry must position routines as an accessible health tool, not a luxury. Consumers want credible guidance and support from science-backed, practical solutions so they can participate in bettering their well-being. According to Kenvue, when science is communicated with “empathy and clarity, it becomes a bridge between aspiration and action.”