Reflections on Wellness Month 2025: Five Key Insights in Personal Care

As we wrap our 2025 Wellness Month, we are reflecting on the trends, insights, and innovations have been explored throughout August. We have discussed themes of wellness and how it’s an integral part of emotional and physical wellbeing for consumers across the UK and beyond.

Here are five key themes we explored during #LakePersonalCareWellnessMonth:

Wellness is a Priority

We began August by recognising the shifting mindset of UK consumers: 64% of adults are actively taking steps to live healthily, and emotional wellbeing is now their top health goal.

Holistic Beauty

We explored how consumers are embracing a more integrated approach to beauty - one that connects skincare with sleep, nutrition, movement, and mental health. Over 40% of global consumers now define personal care through a holistic lens, seeking products that support both body and mind. The rise of multifunctional skincare and those that deliver emotional benefits - reflects this desire for smart, solutions that promote total wellbeing.

Rituals and Routines

We highlighted how beauty routines offer more than aesthetic benefits. They provide structure, calm, and a form of self-connection - especially in an increasingly screen-saturated world. Gen Z consumers in particular, are increasingly using skincare routines as moments of digital detox and emotional regulation. Men, too, are engaging with personal care in new ways: 65% of men aged 18–34 years old say physical appearance is important, and one in three now have a skincare routine. These shifts signal not just changing buying patterns, but deeper cultural change around masculinity, self-care, and emotional resilience.

Suncare is Self-Care

We turned our attention to the evolution of sun protection. SPF is no longer seen as a holiday-only essential - it’s now a foundational part of everyday wellness routines. With the UK prestige suncare market growing by 31% year-on-year, it’s clear that consumers are prioritising long-term skin health. Today’s SPF products offer more than UV protection. This shift speaks to a broader value transformation: protection as prevention and prevention as self-care.

AI is Empowering the Skintellectual Era

To close Wellness Month, we explored how artificial intelligence is reshaping personal care. Consumers are more informed and proactive than ever – i.e. ‘Skintellectuals”. With searches for ‘AI skincare’ up 140%. AI has tangible impact and is helping people personalise routines, interpret ingredients, and make better wellness choices.

Looking to the Future

Wellness Month has shown us that the personal care landscape is transforming. The future of personal care is smart, responsive, and deeply aligned with the values of today’s consumer. Consumers are demanding more: more purpose, more connection, and more value from their wellness routines.