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Anti-aging of Gen Z: The Rise of Prejuvenation

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As Gen Z prepares to outlive previous generations, they’re taking unprecedented steps to ensure their health and appearance remain at their peak for as long as possible. Through the adoption of advanced skincare and wellness products, this demographic is pioneering the prejuvenation trend, underscoring a shift towards preventative measures over reactive ones. This movement has highlighted their unique approach to combating age anxiety and opens up new avenues for brands looking to tap into this burgeoning market.

Table of Contents
Understanding the prejuvenation trend in Gen Z
What can be Considered as Prejuvenation Methods:
The drivers behind Gen Z’s shift to early anti-aging
Key themes in prejuvenation products and strategies

Understanding the prejuvenation trend in Gen Z

Prejuvenation represents Gen Z’s forward-thinking approach to aging, emphasizing prevention overcorrection. Prejuvenation involves adopting skincare routines and treatments early in life to delay the appearance of aging signs such as wrinkles and fine lines, a strategy that contrasts with the corrective measures preferred by previous generations​ (Oxford Academic)​.

a beautiful girl

This demographic is increasingly investing in high-performance skincare and wellness products, driven by a desire to maintain their youthful appearance for as long as possible. With a notable shift towards science-first beauty solutions, Gen Z consumers are looking for products that offer long-term benefits, both inside and out.

What can be Considered as Prejuvenation Methods

Prejuvenation encompasses a wide range of practices, products, and treatments aimed at preserving youthful appearance and health before signs of aging appear. Here’s a list of common prejuvenation methods:

a lady takes a flower bath

Sun Protection: Regular use of broad-spectrum sunscreens to protect against UVA and UVB rays, which can cause premature aging and damage to the skin.

antioxidant-rich Skincare

Antioxidant-rich Skincare: Incorporating products that contain antioxidants such as vitamin C, E, and ferulic acid to fight free radicals and environmental aggressors.

Moisturizers and Hydrators

Moisturizers and Hydrators: Using products that keep the skin hydrated and strengthen the skin barrier, including those with hyaluronic acid and ceramides.


Retinoids: Early use of retinoids (vitamin A derivatives) to promote skin renewal, improve texture, and prevent wrinkles.

Gentle Exfoliation

Gentle Exfoliation: Regularly removing dead skin cells to promote cell turnover, using chemical exfoliants like AHAs (e.g., glycolic acid) and BHAs (e.g., salicylic acid).

The drivers behind Gen Z’s shift to early anti-aging

Several factors contribute to Gen Z’s proactive stance on aging. The delay of traditional adulthood milestones allows for a longer focus on youthfulness, while health anxiety, exacerbated by the pandemic, has spotlighted the importance of holistic wellbeing. Technological advancements and the viral old age filter on social media platforms like TikTok have further motivated Gen Z to take early action against aging.

the hashtag #anti-aging on TikTok

The hashtag #anti-aging has garnered billions of views on TikTok, emphasizing the widespread demand for treatments that prevent rather than correct the signs of aging. This indicates a significant cultural shift towards valuing a youthful appearance, driven by a desire for self-expression and influenced by social media and the fear of missing out on experiences associated with youth​ (Naisture)​. Additionally, the concept of the $5,000 face has normalized high-maintenance beauty routines, reinforcing the trend towards preventative care.

Key themes in prejuvenation products and strategies

Prejuvenation-focused products and strategies are evolving to meet Gen Z’s demands for comprehensive, science-backed solutions that support long-term health and beauty. From personalized skincare regimens to advanced beauty tools like microcurrent devices and LED face masks, brands are offering a range of products that cater to this trend. Key to this approach is the development of regimes that balance high-maintenance effectiveness with the appeal of low-maintenance routines, offering solutions for consumers across different budget levels.


The prejuvenation trend among Gen Z is reshaping the landscape of the beauty and wellness industry. As this generation takes proactive steps toward maintaining their health and appearance, they are not only addressing their concerns about aging but also setting new standards for beauty and wellness practices. The shift towards preventative measures over corrective ones signifies a deeper understanding and appreciation of long-term health and aesthetic well-being. Brands looking to capitalise on the prejuvenation trend should focus on supportive, non-shaming messaging that emphasizes health and well-being. Offering evidence-backed products that address both skin and overall physical health, while also tapping into high-performance formulations for environmental protection, will be crucial. Creating holistic regimes that cater to the inside-out approach of healthy aging will resonate with Gen Z consumers seeking comprehensive solutions.

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