New UK research suggests younger women are spending hundreds of pounds a month on wellness and beauty trends, despite widespread concerns that modern self-care routines have become overwhelming and overcomplicated
British women are spending an average of £554 per month on beauty and wellness, equating to £6,648 a year, according to new research commissioned by herbal tea brand Pukka Herbs.
The study found that spending on wellness and beauty trends has accelerated among Gen Z and Millennial women, driven by social media influence, targeted advertising and the rise of “viral” self-care products.
Men are also spending heavily, with the average male shelling out £431 a month on products and treatments ranging from skincare to injectables and weight loss drugs.
Social media fuelling beauty and wellness spend
The research suggests platforms such as Instagram and TikTok are playing a significant role in shaping modern beauty and wellness habits.
Under-40s believe that around 25% of their social media feeds are taken up with beauty, fitness and self-care content, while:
- 42% say they are regularly targeted with ads for “miracle” or viral wellness products
- 48% report seeing adverts for weight loss solutions
As a result, 21% admit they often fall for claims that a product is “the answer” to all their problems.
Collagen supplements top the list of wellness purchases
Among the 2,000 adults polled, almost half (48%) say they follow a regular self-care routine, with spending focused heavily on supplements and skin health products.
The most commonly purchased wellness products include:
More invasive or clinical treatments also feature, with 9% purchasing weight loss injections such as Ozempic or Mounjaro, and 7% opting for injectable fillers or botulinum toxin.
Emerging trends such as mushroom extracts, salmon sperm (PDRN) facials and skin boosters were also cited, though by a smaller proportion of respondents.
‘Overwhelmed’ consumers question modern self-care culture
Despite high levels of spending, many consumers expressed concerns about the complexity of modern wellness routines.
More than half (52%) say they find it overwhelming trying to keep up with current beauty and wellness trends, while 25% admit they are spending more than they should in a bid to look younger and feel better.
Almost a quarter (23%) say they have been disappointed after buying a hyped wellness product that failed to deliver on its promises.
Notably, 94% of respondents believe society needs to “take a step back” and return to more basic health and wellness principles.
Growing nostalgia for simpler wellness routines
The research highlights a growing sense of nostalgia for earlier generations’ approach to health and wellbeing.
Nearly two thirds (68%) say they look back at their parents’ and grandparents’ routines, which focused on simple habits such as healthy eating and regular exercise. Meanwhile, 79% believe self-care was a much simpler concept 25 years ago.
Respondents identified the most trusted traditional wellness habits as:
- Getting a good night’s sleep – 72%
- Drinking plenty of water – 65%
- Spending time outdoors – 52%
In addition, 92% agree that getting closer to nature benefits both physical and mental health, with 47% actively trying to spend at least an hour outside each day.
In response to the findings, Pukka Herbs has launched its ‘Nothing Beats Nature’ campaign, which aims to promote simpler, nature-led wellness habits amid growing fatigue with trends and fads.
Eleonora Zoani, senior herbal blending manager at Pukka Herbs, said, “From expensive ‘miracle’ remedies to artificial products, we’re living in a time where our modern wellness routines have become a source of overwhelm and just another thing to fit into our busy everyday lives. There was once a time when things were simpler, and the blueprint for feeling well in body and mind was more accessible.”
Methodology
This research was commissioned by Pukka Herbs and conducted by Perspectus Global in December 2025. The study surveyed 2,000 adults in the UK.
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