Gen Z Skin Health & Confidence Report: The Clarity Gap

Curology’s survey of 1,930 U.S. Gen Z skincare consumers explores the disconnect between skincare trust, spending, and access to professional care.

Skincare is a priority for Gen Z, but trust and influence don’t always go hand in hand. While 43% of those surveyed name dermatologists as their most trusted skincare source, just 9% say the same of social media. Yet 62% turn to social media for skincare advice, and 65% have purchased a skincare product because of a social recommendation in the past six months.

That disconnect is at the heart of The Clarity Gap, Curology’s Gen Z Skin Health & Confidence Report. The findings explore a generation that starts skincare young, protects its place in the budget, and feels its impact well beyond the mirror.

Our goal with this report

At Curology, personalized science-backed skincare that is accessible and guided by our dermatology providers is at the center of what we do. To better understand the experiences shaping Gen Z’s skincare decisions, we surveyed 1,930 U.S. consumers ages 13 to 29 who had purchased skincare in the past six months. We asked what they believe, who they trust, and what stands between them and professional care. Their answers help us understand where clearer guidance and support are needed.

What we learned

Skincare trust and purchasing influence don’t always align

Dermatologists are their most trusted skincare source compared with social media: 43% name dermatologists as their top source, versus 9% who name social media. But social remains a powerful influence—62% turn to it for skincare advice, and 65% have purchased a skincare product because of a social media recommendation in the past six months. Earning trust and influencing a purchase are not necessarily the same thing.

Skin concerns can change real-life plans

1 in 3 have canceled, skipped, or rescheduled plans because of how they feel about their skin. The finding shows how personal skin concerns can be, influencing whether people feel comfortable showing up for moments in their everyday lives.

Skincare holds its place in the budget

89% would cut back spending on another category before cutting their skincare spend, and 67% started using skincare by age 15 or younger. For the Gen Z consumers surveyed, skincare is an established priority—one that begins early and remains important when deciding where to spend.

Interest in expert care is high, but barriers remain 

94% are open to seeing a dermatologist, but 50% have never seen one. Top reasons for not seeing a dermatologist include cost (45%), feeling their skin isn’t “bad enough” (31%), and not knowing how to find one (29%). These responses point to a need for both affordable options and clearer guidance on when and how to seek care.

Here’s what this means for skincare

Gen Z’s investment in skincare creates an opportunity to offer better support: evidence-based advice, realistic expectations and an easier path to professional care.

For Curology, that means continuing to make personalized, science-backed guidance central to the skincare experience and listening closely to the concerns that shape people’s decisions, whether they’re choosing a product or considering professional care for the first time. As the leader in personalized prescription skincare, Curology has served more than 6 million patients across the U.S. Through a simple online skin quiz at curology.com, consumers can begin their personalized skincare journey. Every prescription subscription includes ongoing access to a licensed dermatology provider who can answer questions, adjust formulations, and provide guidance to help patients achieve their skin goals.

Download the full Gen Z Skin Health & Confidence Report to explore the findings.

Methodology

This report is based on Curology's Gen Z Skin Health & Confidence Survey, fielded in June 2026. We surveyed 1,930 U.S. Gen Z consumers, ages 13 to 29, who have purchased skincare products in the past six months. The survey ran online through AYTM, an independent consumer research panel, and the group we heard from was composed of 62% women, and 38% men. 

From skincare questions to personalized care

Finding the right skincare shouldn’t mean figuring it all out on your own. Curology has treated more than 6 million patients, with a team of licensed dermatology providers who help turn skin concerns into personalized treatment plans.

Through an online consultation, patients share their skin concerns, medical history, and photos, then are matched with a licensed medical provider who reviews their information and recommends a treatment plan. Patients can continue to connect with their Curology provider for guidance and adjustments as their needs evolve.

Ready for guidance tailored to your skin? Get started with Curology.

Written by

Mary Wallen