The Generational Theory of Self-Care: Why We All See Skincare Differently

How the generations before us, the world we grew up in and our experiences have shaped the way we approach beauty, skincare and self-care.

Have you ever noticed how differently your mother, sister, daughter or grandmother approaches skincare? One might have a simple moisturiser she's used for 30 years, another might have an elaborate 10-step routine, while someone younger is following the latest ingredient trend on TikTok.

It raises an interesting question: are these differences simply personal preferences, or are they shaped by the generations we belong to?

Through years of observing the women in her own family and working in the Korean beauty industry, Laura developed a theory that became part of the thinking behind Coastside Skin: our relationship with skincare and self-care is influenced by the generation we grew up in, the expectations placed on us and the experiences that have shaped our lives.

Each generation has grown up with a different understanding of beauty, different access to information and different ideas about what it means to look after themselves. And perhaps more importantly, each has learned a different way of prioritising self-care.

Baby Boomers: When Everyone Else Came First

For many Baby Boomers, self-care was not necessarily something that was talked about or prioritized in the same way it is today. Many grew up with more traditional expectations around family, work and household responsibilities. Looking after children, partners and the home often took precedence over personal interests or indulgences.

Skincare was generally more straightforward. A cleanser, moisturiser and perhaps a trusted anti-ageing cream were familiar staples. Beauty advertising often focused on looking younger, reducing wrinkles and maintaining a youthful appearance, rather than the broader concepts of skin health and personal wellness that dominate today's conversations.

Perhaps the opportunity isn't to convince this generation to embrace an entirely new approach to skincare, but to introduce them to products and innovations they may not have previously considered. The industry may be overlooking a generation with both the means and motivation to invest in self-care simply because so much of its attention is directed elsewhere.

Generation X: Practicality, Independence and Getting on With It

Generation X grew up during a period when beauty and skincare were becoming more commercially accessible, but the modern conversation around self-care had not yet taken shape.

This generation often approaches skincare with practicality. They may have established routines, trusted products and particular brands they have remained loyal to for years. Rather than constantly chasing new ingredients, many value products that are reliable, effective and worth the money.

They are also a generation that experienced the transition from traditional retail and advertising to online shopping, social media and the modern beauty industry.

For this group, skincare can represent an opportunity to invest in themselves without necessarily wanting to overhaul everything they already know and trust. The appeal is often in finding something that works, delivers value and fits comfortably into an established routine.

Millennials: The Generation That Made Skincare a Conversation

Millennials helped change the way we talk about skincare.

Growing up alongside the internet, beauty blogs, YouTube tutorials and eventually Instagram, this generation had access to more information about ingredients, formulations and treatments than those before them.

Skincare became more than something you bought at the pharmacy. It became something you researched, discussed, experimented with and increasingly invested in.

The rise of ingredient-focused brands, Korean beauty, facial treatments and more personalised routines helped create a new kind of skincare consumer. Millennials became interested in understanding what was in their products, why certain ingredients were used and whether a higher price actually meant a better formulation.

This generation also helped move skincare away from being purely about correcting visible signs of ageing and towards a more proactive approach to skin health. Prevention, consistency and understanding ingredients became increasingly important.

For many Millennials, skincare is both an investment in themselves and an enjoyable part of their daily routine. They are often willing to explore new products and treatments, but increasingly want to know what they're using and why.

Generation Z: Self-Care as Part of Everyday Life

For Gen Z, skincare has grown up alongside social media.

Platforms like TikTok and Instagram have made beauty information, product reviews, ingredient education and skincare routines accessible on an unprecedented scale. Trends can emerge overnight, and products can become global sensations almost instantly.

Unlike previous generations, Gen Z has grown up with the language of self-care already established. Skincare is often viewed as a ritual, a form of personal expression and an enjoyable part of everyday life.

There is also a greater emphasis on prevention, skin health and understanding ingredients from an earlier age. Rather than waiting until visible signs of ageing appear, younger consumers are increasingly interested in maintaining their skin.

Social media has also changed how this generation discovers products. Recommendations, reviews and online communities play a significant role in shaping purchasing decisions. While this creates exciting opportunities to discover new ingredients and brands, it also creates an enormous amount of choice and pressure to keep up.

For some, skincare can be an exciting way to experiment and express themselves. For others, the constant stream of new products and advice can make it overwhelming.

What This Means for the Future of Skincare

Perhaps the biggest takeaway from this generational theory is that the beauty industry cannot assume everyone approaches skincare in the same way.

Some consumers are discovering skincare for the first time. Others are looking to improve routines they've followed for decades. Some are interested in advanced ingredients and emerging technologies, while others simply want a moisturiser that feels good and does what it promises.

There is room for all of these approaches.

I also think there is something important about bringing generations together through skincare. A daughter introducing her mother to a new ingredient, a grandmother sharing her favourite beauty ritual, or sisters exchanging products and recommendations. These everyday experiences are part of how beauty knowledge and self-care habits are passed along.

The opportunity isn't to convince every generation to follow the same routine. It's to understand what each generation values and make skincare more approachable, more understandable and more enjoyable for everyone.

The Coastside Skin Perspective

This theory is part of what shaped the way Laura approached building Coastside Skin. Having spent more than a decade in the Korean beauty industry, she's seen how quickly ingredients, formulations and consumer expectations evolve. But she's also come to believe that great skincare doesn't have to be complicated or expensive to be worthwhile.

Korean skincare has always offered an interesting perspective on this, combining ingredient innovation, thoughtful formulations and accessible price points. It's an approach that makes it possible to explore new products and technologies without assuming that effective skincare has to come with an extravagant price tag.

Ultimately, self-care looks different for everyone. Whether you're just beginning to explore skincare or have had a routine for 30 years, there is always something new to learn and enjoy.

And perhaps the best thing we can do is make sure that every generation gets the opportunity to enjoy a little time for themselves.

Thanks for reading!

Love LK