Frequent use of multiple products overwhelms the skin. It often leads to severe dryness, redness, inflammation, clogged pores, and contact dermatitis. Often leaving people confused about what works for them and what does not.
Last Updated : 01 June 2026, 17:28 IST
Women now feel more confident in their own skin the report shows (Image: Getty) This article contains affiliate links, we will receive a commission on any sales we generate from it. Learn more
Three quarters of women are now skin confident and feel comfortable leaving the house make-up free thanks to a generational shift towards natural beauty, a major report has found. A study of 5,000 women revealed 65% of Gen Z and 52% of Millennials believe they feel more comfortable in their skin than they did five years ago.
But it comes after 66% admitted their skin had negatively affected their personal relationships in the past as 19% had skipped social events due to a bad skin day, while 22% had avoided going out at all. Two thirds said having a skincare routine helps them to feel more confident, with this highest among Gen Z (72%) and Millennials (69%).
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The insights come from a Liz Earle Beauty Co. report, which polled women on their feelings on their skin, looking at everything from understanding ingredients to confidence, routines and rituals.
Liz Earle Beauty Co. facialist and lifestyle ambassador, Sarah Carr, said: “Our skin confidence has a big impact on how we feel generally. When we do feel good about our skin, it empowers us to be more present and engaged in everyday life.”
It emerged 63% claimed ‘good skin days’ can now entirely transform their mood for the day ahead.
The research also found women use three skincare products on average, and 70% described their routine as ‘simple and consistent’. While 15% confessed theirs contain lots of details and multiple steps, according to the OnePoll.com figures.
When it comes to buying products, price point (48%) reigns supreme as the decider, followed by natural ingredients (41%) and quality ingredient sourcing (30%).
Although scientific backing (27%), sustainability and ethics (17%) and brand heritage and reputation (13%) also influenced purchasing patterns.
Seven in ten described their routine as ‘simple and consistent’ (Image: Getty)
However, 17% confessed to feeling overwhelmed and confused (16%) when buying products for their skin. And 41% admitted they don’t feel confident in their understanding of skincare ingredients and what they do.
While product overwhelm and fast beauty fatigue was rife as 78% think there are too many new skincare products constantly cycling onto the market to keep track of.
Sarah Carr from the beauty brand, added: “We’re seeing a shift towards embracing natural beauty and feeling comfortable going makeup free.
“Taking the time to invest in a skincare routine has become a form of self-care, helping women to ultimately nurture their skin and their wellbeing.
“People clearly benefit from these routines, but they’re steering away from buzz words and hundreds of ‘new’ products cycling onto the market, craving straightforward products with natural, quality ingredients with the scientific backing to produce the results they promise.”
Who says you have to stick to cool tones during the winter? The temperature might be dropping, but that doesn’t mean you have to look like an ice queen. This year, celebrities like Hailey Bieber, Dua Lipa, and more are embracing the toasty makeup trend, which favors sunny brown tones in lieu of frosty blues.
“The toasty makeup trend is all about bringing soft, neutral warmth back into the skin — think bronzy-mauve tones that melt seamlessly into a very hydrated, fresh-looking complexion,” says New York City-based makeup artist Chelsea Gehr, who’s worked with the likes of Laufey and Noah Cyrus. “It’s the perfect way to brighten dull winter skin without leaning into a full summer bronze. The eyes get subtle sculpting with tones like ochre, sienna, and soft terracotta, while a touch of glow on the high points keeps everything dewy, dimensional, and cold-weather friendly.”
Below, find a guide to perfecting the toasty makeup trend this winter.
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According to Gehr, hydration plays a key role in priming the face for toasty makeup. “The skin should appear plump, radiant, and nourished,” she says. Before applying your makeup, make sure to thoroughly prep your skin with hydrating moisturizers and serums.
“No glowing healthy look ever blossoms without hydration,” adds NYC makeup artist Sage Makeup, who who has worked with celebs like Catherine Zeta Jones and Serena Williams. She recommends prepping the skin with Aeston West’s Marine Treatment Mist and using it a second time when you’re finished applying makeup to lock in the look.
The key to an all-over toasty glow starts with your makeup base. New York-based celebrity makeup artist Claudia Lake, who has worked with everyone from Oscar Isaac to Djo, recommends using an illuminating foundation with ingredients like oils or light-reflecting particles to provide an effortless shine to skin. If you prefer a more matte look, Sage Makeup recommends using a light, sheer foundation to start. You can also use concealer to hide any blemishes and add a brightening effect on the high points of your face.
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“The toasted makeup trend embraces a radiant, sun-kissed glow that evokes warm summer days with soft, bronzed hues and a touch of warmth,” Lake says. That makes bronzer the most important part of the entire look. Lake recommends blending the bronzer of your choice onto your cheeks and temples to create a natural warmth across your face, while Gehr recommends tracing a “3” shape on each side of your face and blending it out for a seamless contour.
While blush isn’t necessary to achieve the toasty makeup trend, you can always give your makeup added depth by adding a burst of warm color across your cheeks and nose, in a subtle baby pink for that beachy glow. Rhode’s Sun Soak, Toasted Teddy, or Tan Line work for this particular trend, or Sage Makeup recommends a combination of pink and peach placed on the apple of your cheek and blended into your contour for a perfect flush.
Gehr recommends adding a little blush over your eyelids as well to tie the tones together. “Using the same shade on the eyes and face helps ‘marry’ the entire complexion and create that sculpted, diffused warmth the trend is known for,” she says. “The key is blending — everything should look soft and natural, never harsh.”
LEONARDO MUNOZ/AFP/Getty Images
Much like blush, highlighter isn’t required to achieve the toasty makeup trend, but it can instantly amplify the look — especially if you’re headed to a New Year Eve’s party. Opt for a champagne or bronze highlighter, which easily blends with the warm-all-over tones you’re already using.
Bronzer might be the focal point, it’s important you don’t forget your eyes. In addition to the blush you’ve swiped on your lids, Lake recommends leaning into earthy eyeshadows — think honeyed golds, cozy browns, and even deep greens — for a cohesive look.
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Don’t go overboard with the finishing touches. Lake says all you need to complete the toasty makeup trend is a soft nude lip, which will provide an “effortlessly chic vibe.” If nude lipstick isn’t your thing, line your lips in a teddy brown and top with a clear (or brown-tinted) gloss.
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