In the face of crises, war, climate change, family conflicts and educational problems, young people are trying to maintain control through cosmetics. This was the finding of the fourth representative study, "Jugend ungeschminkt 2024" (Youth Unvarnished 2024), which has now been presented by the German Cosmetic, Perfumery and Lavander Association (IKW). Many of those surveyed focus on their appearance – from fitness and fashion to elaborate cosmetic routines. These serve not only to enhance their beauty, but also as a psychological anchor in everyday life to strengthen self-esteem and stability. The results are based on 34 in-depth psychological interviews and online surveys of 1,012 young people.

Cosmetic routines as a means of controlling everyday life

According to the study, 79 percent of young women and 68 percent of men in Generation Z regularly use cosmetic products. 71 percent say that beauty and personal care are extremely important to them. 73 percent confirm that cosmetic products give them confidence and control. A skincare routine can include facial cleansers and toners, as well as serums, masks, face cream and sunscreen. In hair care, shampoos and conditioners are increasingly being joined by oils, treatments and special products that are used in a coordinated sequence. Young people have developed routines for beautiful skin and hair that involve using more and more products. These care and styling rituals are closely linked to the need to smooth the façade for the outside world and thus demonstrate self-control. "From a psychological point of view, cosmetics remain essential for young people and are anything but superficial," emphasises IKW expert Birgit Huber. Social media trends are further driving the diversity of routines.

Self-modelling as an exercise in perseverance

At the same time, beauty routines serve as an exercise in perseverance – a skill that is often difficult to master in other areas of life: while young people drop out of education and their life plans are in flux, they are surprisingly consistent when it comes to their cosmetics. From the perspective of the study's authors, the results show that cosmetic care is much more than just outward appearance for young people: it is part of a strategy to remain capable of acting in uncertain times. For those surveyed, personal happiness is also a central focus – ideally combined with a well-paid dream job. Expectations are often high, but the paths to achieving them are frequently unclear.

Source: IKW