Consumers increasingly see personal care rituals as essential to overall health, not just as beauty routines. New research from Kenvue and Kantar shows that 88% of consumers worldwide believe their personal care habits positively affect their health — a cultural shift that positions skincare, oral care, and hygiene as everyday healthcare.
Key findings from A New View of Care: The Power of Personal Care Routines:
🧖♀️ 88% of consumers believe personal care routines positively impact their health
🧼 Despite the popularity of elaborate regimens on social media, 73% spend under 30 minutes a day on personal care
🧴 Consumers who spend 15+ minutes daily report better health
🩺 62% trust healthcare providers most for advice, yet primary sources of information are search engines, social media and product reviews
🤳 Over one in five Gen Z look to social media influencers for inspiration, compared with fewer than 10% of older generations
⏳ 38% plan to spend more time on routines in the next year, while 15% expect to spend less
TAKEAWAY
As personal care becomes more closely tied to health, brands will frame routines as practical wellness tools rather than superficial indulgences. By offering evidence-based guidance, educational resources and straightforward solutions, they can reinforce the idea that daily care rituals represent achievable, everyday actions that contribute to long-term health and wellbeing.
