The Real Reason Skincare Fans Are So Fixated on Ingredients Now
Beauty experts break down why brand loyalty is declining and consumer awareness is on the rise.
In the digital era, brand names and celebrity endorsements are no longer enough to shape our skincare routines. Instead, skincare lovers seek out tried-and-true active ingredients that deliver real results. For members of Gen Z, ingredient literacy is on the rise because skincare education is more accessible than ever. Whether it stems from the desire for clinical results or consumer skepticism, skincare is no longer just about what looks pretty on our shelves.
Since so many factors are driving our skincare decisions, our routines are more intentional than ever. So, we asked our audience for the truth behind their skincare rituals and purchases. What ingredients do they depend on for the best results and why is skincare such a big priority?
Insights from HYPEMIND, the insights arm of Hypebeast, found that 45.8% of Hypebae readers identify as “functionalists” when it comes to skincare and 83% of our audience ranks skincare as their top priority, above all other beauty categories.
45.8% of Hypebae readers identify as “functionalists” when it comes to skincare.
As a result, the skincare world is facing an increased emphasis on science-backed formulas and buzzy ingredients like retinol. In fact, with aging as a top concern for 40% of respondents, the skincare ingredients that our audience prioritize are retinol (69%), vitamin C (58.6%) and hyaluronic acid (58.6%). Skincare fans know what drives real results and they’re able to achieve them more efficiently than ever.
@kristynhoffman96 COMBINING ACTIVES- we’re just scratching the surface here but hopefully this is somewhat helpful 💞 #skincare #skincareactives #combiningskincare #skincareingredients #esthetician #skincarehack #fypツ ♬ original sound – kristyn hoffman 🫧
For Mia Park, founder and CEO of upcoming science-backed brand Lazy Skinscience, information access and personalization are the main reasons for the shift in ingredient awareness. “Consumers are trading allegiance to logos for allegiance to outcomes. In other words, loyalty is moving from brands to knowledge,” she tells Hypebae. At the same time, Park finds that the internet is also an underlying cause of Gen Z’s skepticism. While platforms like TikTok are a wealth of knowledge for skincare education, the founder says that it’s led people to become more discerning of misinformation — consequently, skincare fans are asking what’s in the formulas, why it’s there and whether it’s proven at the right dose.
Unsurprisingly, this distrust in brands is also changing our relationships with our dermatologists. Skincare enthusiasts once relied on them to hand-curate their skincare routines — but today, a trip to the doctor’s office is no longer a requirement for addressing your skin concerns. To board-certified dermatologist Dr. Kristina Collins, increased skincare awareness is a positive side effect of our social media obsession.
@drkristinacollins For better or for worse, dermatology is a viral specialty. As a dermie, it’s incredible to have the opportunity to connect with the community over a shared interest and to use social media to educate the public about the skin. However, being in a field of medicine that stays viral means that we are constantly fighting against trending misinformation that is at best, ridiculous (looking at you, beef tallow and diy facials made of um, bodily products of various kinds 🤢). At worst, this misinformation can be outright dangerous (sunscreen contouring as a beauty technique, sunscreen is dangerous, tanning is healthy, hpv vaccines are dangerous, etc). I recommend the American academy of dermatology website as a valuable place to learn about skin conditions. I also recommend these pages as valuable sources of information @aadskin1 @asdsskinmd @skincancerorg @jaadjournals Tag in your fave pages for skin advice and education! #viraltrends #skinadvice #skineducation #skincancer #publichealth #skinhealth #viralcontent #dermatology ♬ original sound – Dr. Kristina Collins
Additionally, Dr. Collins finds that skincare fans are now able to differentiate between marketing buzzwords and proven actives like retinol, niacinamide or peptides. Thus, rendering skincare not only a necessity but a detriment to our health. In her own office, Dr. Collins has taken note of her patients’ ability to guide the conversation — and it’s allowed her to better her own knowledge. “Patients come in with detailed questions about specific actives, concentrations and sustainability claims. That means I spend more time educating them on what the science actually shows and helping them navigate marketing claims versus proven data,” she says.
Dermatologist Dr. Bradley Glodny also notes that his patients arrive to their appointments already aware of active ingredients and prepared to discuss the effectiveness of different products. Because of this, he says the process has become far more collaborative than it once was. “Instead of me just prescribing or recommending, we’re reviewing ingredient lists together and aligning choices with evidence and lifestyle choices,” he says. On all sides, our attitude towards skincare is changing.
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Although dermatologists and medical professionals are rife on social media, beauty creators often have just as much sway when it comes to skincare advice. For 15-year-old Salish Matter, influencer and founder of brand Sincerely Yours, the evolving skincare landscape has taught her that being the face of a product goes far beyond just convincing her audience something is worth trying out — it’s about gaining their trust through transparency.
After building a community of young skincare lovers, Matter recognizes that the decreased interest in brands has made personal recommendations from her and other creators especially paramount. “I think it’s cool that we have these conversations [about ingredients] and everyone can make better decisions. My friends and I all recommend products to each other and care what we use and know the ingredients to stay away from,” she says. Furthermore, the TikToker finds that creators are extremely willing to be honest about which products yield real results — and because of this, it’s easier than ever to curate your own personalized routine.
@haileybieberPerioral Dermatitis! Lets talk about it!!♬ Aesthetic Vibes – Megacreate
Similarly, beauty influencer Haley Rackliffe shares that she’s typically unconvinced when it comes to grandiose celebrity endorsements and claims of miracle products. Instead, she seeks products that feel intentional and are rooted in real experience. In the case of one her favorite brands, Rhode, Rackliffe initially approached with caution, “Since I deal with sensitive skin and perioral dermatitis, I really connected [with Hailey Bieber] when she opened up about her own skin issues. There’s so much value in showing your struggle and how you’ve alleviated it, because that’s what people truly relate to.”
Skincare products were once understood as a one-size-fits-all solution, but beauty fans today know that it’s personal. What was once skepticism has evolved into a real understanding of skincare practices and their implications. According to the research conducted by HYPEMIND, skincare brands that are fostering education and awareness of ingredients are winning out. The brands that our beauty audience are loving at the moment include, but are not limited to, Biologique Recherche, Obagi, Dieux, Cetaphil, Skin1004, The Ordinary, Cerave and Dermalogica.
The most popular trends amidst Hypebae readers are “No makeup, makeup,” “natural,” “SPF,” “blush,” and “minimalist.”
In 2025, skincare can no long be deduced to a routine — rather, it’s become an essential part of our overall health. From carefully studying a product’s ingredient list to having long-winded collaborative conversations with our dermatologists, Gen Z has no choice but to take their skin seriously.
While you’re here, read about the beauty trends to watch for Spring/Summer 2026.
This research, conducted by Hypebae and HYPEMIND, draws on a survey of 100 respondents (90% female, 10% male) across key markets including the USA, UK, Germany, France and Spain. In addition to the survey, we conducted expert interviews with industry professionals and thought leaders in the skincare sector.
