Women’s Healthy Aging Trends: How Skincare, Wellness, and Preventative Care Are Changing
Survey Finds 80% of Women Are Prioritizing Healthy Aging More Than They Were Five Years Ago
As women take a more proactive approach to health, wellness is expanding beyond diet and fitness into preventive care, skin health, longevity habits, and medical and cosmetic dermatology.
To better understand these evolving priorities, we surveyed more than 1,000 from across the U.S. about their wellness and skincare habits. Statistics show that women are increasingly taking a proactive approach to healthy aging.
Nearly 2 in 3 Women Wish They Started Prioritizing Skincare Earlier
Women are becoming more intentional about their long-term health, as 80% are more focused on healthy aging and preventative wellness than they were 5 years ago. Nearly 2 in 3 (65%) are spending more money on health and wellness than they were previously, including 68% of Gen Z and 66% of Millennial women.
More than 2 in 5 (43%) say preventing future signs of aging is very important to them, and 28% are already prioritizing preventative care before noticeable signs appear. More than half (55%) would also consider a cosmetic dermatology treatment before seeing visible signs of aging, including 54% of Gen Z and 57% of Millennials. Looking back, 65% of women say they wish they started taking better care of their skin earlier.
More than 3 in 4 View Spending on Skincare An Investment in Well-Being
Skincare has become an essential part of women’s overall wellness routines. More than half of women (57%) say skincare is one of their priorities in 2026, and 56% are actively spending money on skincare this year. Rather than viewing these purchases as cosmetic indulgences, 78% consider spending on skincare and cosmetic treatments an investment in their overall well-being. The sentiment is strong among younger women, especially with Gen Z at 84%.
On average, women spend 16 minutes each day on their skincare routines. The biggest skin concerns among women ages 18-81 are:
- Fine lines/wrinkles (19%)
- Acne (16%)
- Dryness (14%)
- Sun damage/dark spots (13%)
- Skin laxity/sagging (12%)
Beyond physical concerns, skin health can also affect confidence and social perceptions as 30% of women surveyed say they feel judged based on the quality of their skin
Most Popular Cosmetic Dermatology Treatments Women Are Choosing in 2026
Interest in preventative treatments is already translating into action. While more than half of women (55%) say they would consider a cosmetic dermatology treatment before seeing visible signs of aging, more than one in five women (21%) have already received a cosmetic treatment. BOTOX® or other neuromodulators, chemical peels, and microneedling rank as the most common procedures, with women receiving their first BOTOX® treatment at an average age of 36.
Top reasons women get cosmetic dermatology treatments:
- Reduce existing wrinkles or lines
- Improve skin texture/tone
- Prevent signs of aging
Looking ahead to the next year, BOTOX® is the treatment women are most likely to consider (18%), followed by microneedling (16%), laser treatments (15%), chemical peels (15%), and fillers (10%).
Methodology
In July 2026, we surveyed 1,003 women from around the U.S. about their skincare and wellness habits. Respondents ranged in age from 18-81, with an average age of 42.
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