Do you have a 'boomer' routine? Experts reveal the generational skincare divide – and who's getting it right

You've probably heard about the generational divide. We talk about it a lot in regard to buying homes, the career ladder and managing finances. But it’s also relevant in beauty – and perhaps most specifically, skincare.

Those who grew up in the '50s and '60s undeniably do things differently from today's youngest generation of skincare users. Access to information, brand variety and ingredient discovery have all helped to shape each age group and their approach to buying and using products.

Of course, different age groups also have different concerns depending on the condition of their skin. While Gen Z and the Millennial cohort tend to prioritise prevention, hydration and protecting the skin barrier, Gen X and Baby Boomers have likely moved into damage reversal and targeting the visible signs of ageing as part of their skincare routines.

To dig a little deeper, I spoke to women from each generation to determine how different groups view and purchase skincare in 2026. Here’s what they – and the experts – think about today's state of play.

Baby boomers: 1946–1964

Baby boomers – aged 62–80 – grew up without the same warnings about the sun as later generations. Because of this, many are dealing with the results of long-term UV exposure alongside the key visible signs of ageing, like reduced skin elasticity and deeper wrinkles. Boomers tend to be brand loyal, and have been for decades, usually getting information from books, magazines and newspapers, online and peer recommendations.

“When I was young, sun damage wasn’t really talked about, and people applied oil to their skin before sunbathing! There were also far fewer serums, eye creams, et cetera, so we didn’t tend to use these,” says Bryony, 72. “I think some of my friends wash their face using soap and then maybe apply a moisturiser.” Bryony notes that more “established brands” such as Elizabeth Arden, Estée Lauder and Dior, “probably appeal [to baby boomers] more than the more modern brands."

Jane, also 72, says that her priority now is “serums, moisturiser, sun protection and hand and body lotion,” and that her main skincare concerns are “ageing and the effects of it, as well as sun exposure: wrinkles, neck, hands and face.”

What experts advise: “Boomers' relationship with skincare is more varied than any other generation: some are highly invested and actively seeking professional treatments; others are pragmatic, focused on looking healthy and feeling good rather than chasing a youthful appearance,” explains Dr Ashley.

“Many have strong loyalty to luxury brands they have used for decades – Estée Lauder, Crème de la Mer, Lancôme.” Dr Zamani adds: “Baby Boomers increasingly prioritise skin health, comfort and maintaining skin function rather than chasing youth. Their primary concerns become dryness, thinning skin, loss of elasticity and slower repair mechanisms.

The most important ingredients to include are ceramides, hyaluronic acid, retinoids (if tolerated), peptides, antioxidants and rich moisturisers. Their focus should be on repair, hydration, skin barrier support and maintaining function.”

Gen X: 1965–1980

A generation that’s largely moved past trend-based skincare approaches, those aged 46–61 are starting to focus their energy more on hormonal changes, fine lines, skin laxity and collagen preservation.

Gen X wants straightforward results, without any BS – and after years of being marketed to, they have less patience for novelty or inefficiency. Many tend to maintain brand loyalty and stick to "old favourites," but they are also open to newness and different perspectives.

Claudia, 49, tells me that she is “eternally loyal” to the products that have “earned their place” over the years. She counts Emma Hardie’s Moringa Cleansing Balm, Nivea Crème and Paula's Choice 2% Skin Perfecting Exfoliating Toner as her essentials.

“I think the real divide amongst my friends is not really around skincare approaches in terms of products; it's in terms of those that have injectables, interventions, and tweakments and those that don't, and you can literally see it in their faces,” Claudia says.

“I think that Gen X do care about skincare overall; it's a form of self-care, and people are certainly interested in brands and efficacy of products. I think we are less swayed by trends and packaging and more concerned with what will actually address our skincare needs. We've got to the stage in life where we want to cut the crap and just want to use what actually works.”

What the experts advise: “Generation X is likely to seek advice from dermatologists, aesthetic doctors, magazines, newspapers and trusted healthcare professionals, although social media adoption continues to rise, including YouTube,” says Aesthetic Doctor and Founder of MZ Skin, Dr Maryam Zamani.

“They’re often looking to correct visible signs of ageing while preserving a natural appearance. The focus shifts towards collagen preservation, elasticity, pigmentation and hormonal skin changes.”

In terms of what to focus on, Dr Zamani advises prioritising “hydration, repair, skin barrier support… consistency and skin health.” Ceramides, hyaluronic acid, peptides, retinoids, and collagen-stimulating treatments are ideal for women in this age range.

Remember too that while skincare is amazing, it can only do so much; turning to aesthetic treatments such as fractional laser resurfacing and injectables can be an option.

Millennials: 1996–1981

Millennials are well-informed and over the years, have "seen it all". Growing up learning about skincare from print magazines, beauty counters and early social media, they are driven by efficacy. They’re willing to invest more in something they know works, and usually factor sustainability and ethics into their skincare buying decisions, too.

Millennials tend to be well-versed on ingredients such as vitamin C, hyaluronic acid, retinol and exfoliating acids – they may have even overdone it in their excitement to try it all (can relate!), leading to broken skin barriers that must prioritise repair. They also may have some sun damage from their earlier years.

“I think a lot of millennials are looking for a silver bullet; looking after skin sensibly wasn’t the standard when we were in our teens and twenties, and sunbathing was very much still a summer pursuit – so as a group we are dealing with a lot of damage, and lots of people turn to intense products to solve it,” Madeleine, 42, says.

“I think the effects of sun exposure and ageing are key concerns – so it’s a lot about preventing further damage with SPF and undoing as much as possible, with ingredients like retinol and at-home devices like LED masks becoming hugely popular.”

What the experts advise: “Millennials have lived through more skincare eras than any other generation: the heavy coverage of the early 2000s, the natural and organic ‘clean beauty’ backlash, the K-beauty explosion, and now the clinical efficacy-first moment we are currently in.

As a result, they tend to be the most pragmatic skincare consumers: they want to know why something works, they have tried enough products to know what does not, and they are increasingly willing to invest in professional treatments alongside their home routines,” explains Cosmetic Doctor, Dr Emmaline Ashley.

“Clinically, this is the age group where retinoid use becomes genuinely transformative and non-negotiable. If there is one message for Millennials, it is this: if you are over 35 and not using a retinoid consistently, that is your single biggest gap,” she says.

“Paired with daily broad-spectrum SPF… and an antioxidant serum for further protection, this forms the backbone of an effective routine. For those noticing hormonal acne persisting into their 30s and 40s – a very common and under-acknowledged concern – azelaic acid, retinoids, and in some cases a GP referral for spironolactone are worth exploring.”

Gen Z: 1997–2012

Thanks to the huge amount of information at their disposal via social media, Gen Z is one of the most engaged generations when it comes to skincare shopping. Environmentally aware – yet influenced by their TikTok feeds – women aged 29 and under are motivated by results-driven, proven and often viral buys, as well as the odd social media trend.

“I think because of Gen Z’s obsession with social media, we are inundated with information on skincare, haircare and beauty. We love to try out the latest trending products and treatments; it’s definitely a generational thing,” Alice, 25, tells me.

Alice says she was heavily influenced by the 'clean girl' aesthetic and that healthy, glowing skin is the goal for no-makeup makeup. She shops from trending brands such as Rhode and Summer Fridays, and is engaged in the world of K-beauty.

What the experts advise: “Gen Z is arguably the most skincare-engaged generation we've seen," says consultant dermatologist Dr Sidra Khan. "Many view skincare as both self-care and preventative healthcare, and are often interested in skincare long before significant skin concerns arise. Acne, acne scarring, redness and achieving ‘glass skin’ are [however the most] common concerns.

“My concern is that they can be prone to overcomplicating routines and chasing trends," she continues. "My advice is usually to simplify. The essentials are a broad-spectrum sunscreen every day, a gentle cleanser, a moisturiser suited to [their] skin type and a targeted active if needed (e.g. salicylic acid for acne). Rather than chasing every viral ingredient, consistency with the basics will deliver the greatest long-term benefit.”