Most popular skincare products among over-45s revealed

05 November 2026

Elemis Pro-Collagen Cleansing Balm remains the best-selling skincare product among Lookfantastic’s over-45 shoppers, but the retailer’s latest data shows a shift in purchasing habits towards actives, K-beauty and at-home LED devices

The analysis covers UK customers aged 45 to 54 and 55 to 64, the age groups that make up the majority of Gen X, and compares purchases made between 1 January and 8 October 2026 with those during the same period in 2025

While the Elemis balm retains the top spot, sales of the wider Pro-Collagen range fell by 13% among 45 to 54-year-olds and 9% among 55 to 64-year-olds. Meanwhile, Medik8 grew by 29% and 32%, respectively, making it the third-largest brand overall among the younger group

Medicube Zero Pore Pad 2.0 led the growth rankings, up 755%, followed by Medik8 Advanced Pro-Collagen+ Peptide Cream (+471%), the biggest riser among 55 to 64-year-olds, and Biodance Bio Collagen-Real Deep Mask (+207%). The retailer noted that some of the highest growth figures reflect products that sold in relatively small volumes in 2025

Also featuring in the top ten were Medik8 C-Tetra Advanced (+150%), Silk’n Facial LED Mask 100 LEDs (+128%), Medik8 Crystal Retinal 3 Serum (+88%), La Roche-Posay Cicaplast Balm B5 (+52%), Beauty of Joseon Relief Sun Rice + Probiotics SPF50+ (+20%), SkinCeuticals C E Ferulic (+19%) and Medik8 Liquid Peptides Advanced MP (+21%)

Lookfantastic said the younger group is embracing newness, with K-beauty and LED devices driving growth, while the older group is investing in prestige brands and active ingredients. The Silk’n mask, for example, recorded 114% growth among 55 to 64-year-olds

Toners account for 1.1% of beauty spending among these shoppers, compared with 1.6% for Millennials and 1.8% for Gen Z. Meanwhile, skincare sets account for 2.9%, compared with 2.5% and 2.3%, respectively. The retailer interprets this as evidence of a preference for value and fewer steps in skincare routines

The findings echo Lookfantastic’s wider 2026 skincare ranking, in which Medicube’s pore pads placed third and the Silk’n mask fourth among all shoppers. Medicube and Biodance have since opened permanent counters at Selfridges’ new K-beauty destination on Oxford Street

It also comes as a growing number of brands develop propositions aimed at the over-40 consumer. Speaking to TheIndustry.beauty in September, beauty journalist and British Beauty Blogger founder Jane Cunningham described this shopper as consisting of “ingredient-focused, critical-thinking consumers when it comes to beauty purchases, and not desperate youth chasers”