An Ounce of Prevention Is a Pound of Cure for Beauty Enthusiasts

In the age of longevity, Rod Stewart’s “Forever Young” isn’t just the anthem of a graduating high school class. It’s a principle beauty and wellness enthusiasts continue to live out in life.

In a namesake anti-aging report by YouGov, 35% of Americans identify as aging “preventers;” 28% are aging “maintainers;” and 31% are aging “indifferents.” While awareness of anti-aging solutions is widespread, interest and spending are concentrated among consumers who prioritize preventing visible signs of aging.

According to the report, Americans are less focused on preventing signs of aging than many global peers. Thirty-five percent of US consumers say it is important to prevent signs of aging, compared with 77% in Indonesia, 68% in Hong Kong, and 64% in India – the markets most likely to prioritize prevention.

What’s more, spending is concentrated among prevention-minded Americans. While 57% of Americans spend at least something each month on skincare, supplements or anti-aging products, 19% of aging preventers say they spend $50 or more per month, compared with 5% of maintainers and 2% of indifferents.

Rituals a Gateway into the Anti-Aging Category

Routine skincare serves as a key gateway into the category. Analysts say traditional anti-aging skincare products have the highest future consideration among US consumers at 32%, followed by LED light therapy masks at 19%, while interest in most in-office treatments remains notably lower.

Awareness is outpacing adoption. While 62% of Americans have heard of Botox and 49% are aware of traditional anti-aging skincare products, analysts say usage remains limited beyond basics. Just 20% say they have tried anti-aging skincare products, and a mere 3% say they have tried Botox.

Lifestyle Shapes Aging Perceptions

Above all, lifestyle continues to shape perceptions of aging. According to the report, Americans are most likely to say regular exercise (63%), a healthy diet (61%), and sleep and stress management (58%) have the greatest impact on aging and longevity, though prevention-minded consumers are more likely to also see skincare and supplements as important.

But mental health is just as important as physical health. Analysts say attitudes toward aging vary by gender and generation. Around 38% of Americans say they want to age gracefully while maintaining their appearance, rising to 43% among women. Older consumers are more likely to say they want to age naturally (35% of Gen X and Baby Boomers), while men are more likely not to think about aging (22% versus 16%).

AI, Derms Drive Youth

AI-driven skincare remains an emerging growth opportunity. Aging preventers are the most open to AI-enabled facial analysis, with 30% finding the idea appealing and 33% saying they would trust AI-driven tools to recommend personalized treatments or products, while maintainers and indifferents show significantly lower interest.

“The anti-aging category in the US is being shaped less by a universal desire to turn back the clock and more by how consumers define prevention in their everyday lives,” said Chris Wilkes, senior sales director at YouGov. “The strongest demand for anti-aging solutions comes from consumers who are already prevention minded. For brands, success depends on understanding who is most engaged, meeting them with the right level of proof and credibility, and positioning routine skincare as a low-friction entry point into the category.”

Analysts say among Americans overall, consumers are most likely to discover new anti-aging treatments through dermatologists or aesthetic professionals (35%) and friends or word of mouth (32%). Preventers over-index across nearly every channel, including search and social, while maintainers are more reachable through trusted professional and interpersonal sources.

For skincare and wellness brands, the findings point to a category where trust, relevance, and ease of entry matter. Analysts say messaging focused on appearance and skin health has the broadest appeal, while stronger prevention language resonates most with consumers already motivated to act.