The British Beauty Council is committed to working with brands, influencers, experts and policymakers to continuously help improve the quality of skincare information consumers access, and to provide industry leading education. Via various initiatives, the organisation is dedicated to ensuring a sustained pipeline of talent to the sector, spotlighting the unique opportunities available in the industry, and enabling those within the workforce to develop their skills to raise the reputation of beauty.

As part of this work, the British Beauty Council has commissioned this report which examines the ever-changing beauty landscape and discusses the crucial role of accessible and digestible skincare education in fostering greater clarity, accuracy and informed decision-making among consumers. Focusing on responsible beauty, it outlines actionable guidelines and solutions for brands, influencers, platforms and consumers in order to collectively build a more informed and trustworthy online environment, helping consumers find the right beauty information for their needs.

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It’s easy to feel overwhelmed by skincare. With filters, fads and questionable hacks, this guide navigates beauty through the lens of social media and its endless pursuit of unattainable perfection.

A recent beauty report revealed that while Gen Z began experimenting with skincare at 13, Gen Alpha has eclipsed them by five years – starting at an average age of eight1. Yet very few are accessing information that is age-appropriate, accurate and trustworthy.

We’re dedicated to creating a safe beauty space that is defined by you. Beauty is for everyone, all faces, all ages. We want you to see real skin – unfiltered and un-photoshopped – and read advice that is reliable, empowering and grounded in facts.

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