A national survey of more than 1,000 U.S. women finds rising interest in preventive skin health, increased wellness spending, and growing use of cosmetic dermatology before visible signs of aging.
78% of women view spending on skincare or cosmetic treatments as an investment in overall wellness.
65% say they are spending more on health and wellness than five years ago, and 65% wish they had prioritized skin care earlier.
# What the survey measured Advanced Dermatology surveyed more than 1,000 women across the U.S., ages 18 to 81 (average age 42) to understand how skincare fits into broader wellness priorities. The survey looked at current spending, attitudes toward prevention and aging, daily habits, concerns, and use of cosmetic dermatology.
# Main patterns Skincare spending is increasingly framed as part of wellness. Most respondents (78%) see spending on skincare and cosmetic treatments as an investment in their overall wellbeing. Overall health spending has risen: 65% report spending more on wellness now than five years ago.
# How women act on those priorities More than half (56%) are actively spending on skincare in 2026, and the typical daily routine takes about 16 minutes. A majority (55%) would consider a cosmetic dermatology treatment before visible signs of aging develop. Already, 21% of women surveyed have received at least one cosmetic dermatology procedure.
# What women worry about Top skin concerns across the 18–81 age range were fine lines and wrinkles (19%), acne (16%), dryness (14%), sun damage and dark spots (13%), and skin laxity or sagging (12%). Beyond physical concerns, 30% say they feel judged based on the quality of their skin.
# Generational notes Younger women reported stronger belief that skincare spending is a wellness investment: 84% of Gen Z respondents agreed. Gen Z and Millennial women also show higher rates of increased wellness spending compared with older groups.
# What this means in practical terms
# Next steps for readers who want to act on these findings If you're considering shifting spending or trying a preventive treatment: track your skin concerns, set a budget, research specific procedures and typical ages of first treatment, and consult a board-certified dermatologist for personalized guidance.
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