From Vanity to Vitality: Brits Are Turning Personal Care Routines into Lifelong Wellness Strategies

As personal care routines become increasingly recognised as essential to well-being and preventative health, new Kenvue UK survey findings reveal that Brits are leading the way. The data shows a strong national belief in the power of daily self-care to support long-term health, an insight that aligns closely with the NHS 10-Year Plan, which recognises that “people are the authority in managing their own health conditions.”

With its focus on prevention and empowering individuals to take charge of their own health, the plan reinforces what many in the UK already believe and practice: that self-care is not just about appearance, but about proactive, everyday health and wellbeing.

According to Kenvue’s ‘A New View of Care’ Report¹, over half of Brits (51%) believe their personal care routines have a huge impact on their health, nearly double the rate in Germany (27%) and significantly more than in France (36%). Among UK Boomers aged 60–69, this belief is even stronger, with 67% maintaining routines specifically to stay healthy.

The benefits Brits seek from these routines go beyond the surface. They want to improve or maintain their overall health (42%), take control of their health and wellbeing (37%), and feel more confident or improve their self-image (36%). One-third say they started their personal care routine to prevent future health issues (33%).

But it’s not just about feeling good, it’s also about the impact that being healthy has on your appearance. 79% of UK consumers say they take care of their health to improve or maintain their appearance, compared to 66% in Germany and 72% in France.

UK consumers² also use their routines to actively manage current health concerns, including tiredness and low energy (64%), scalp issues (63%), and sleep problems (62%). Looking ahead, they want their routines to support men’s health (37%), maintain mental sharpness as they age (31%), and boost their immune system (26%). Overall, people are looking to their personal care routine to both address current concerns and help prevent cardiovascular diseases (48%) and high blood pressure or cholesterol (37%).

An overwhelming majority of Brits see their personal care routines as long-term investments, not just short-term fixes. These routines go beyond quick cosmetic solutions, reflecting a commitment to future wellbeing. More specifically:

• 88% say brushing teeth isn't just for a bright smile, it's also for a healthy oral microbiome
• 80% believe using mouthwash isn't just about preventing bad breath, it also helps to prevent or address plaque and gingivitis                         
• 79% view using skin care products as more than just achieving a radiant glow today, it's also an investment in preventing future signs of ageing
• 78% agree that wearing sunscreen helps prevent burns today and reduces risk of skin cancer

Bas Vorsteveld, Area Managing Director Northern Europe at Kenvue, said:

"As the Government’s 10 Year Plan makes clear, it’s more important than ever for people to take greater responsibility for their own health. Our findings show that many in the UK are already doing just that - embracing everyday self-care as a way to stay well in the long run. From Baby Boomers to Gen Z, there’s growing recognition that small daily habits really do add up. At Kenvue, we’ve always seen personal care as part of the bigger health picture, and our products - from skincare, oral health care, to over-the-counter medicines - are designed to make proactive self-care easy, effective, and accessible to everyone."

About the ‘A New View of Care’ Report

At Kenvue, we believe that daily care routines can have a profound cumulative impact on well-being.

A New View of Care explores the motivations to begin and sustain personal care routines, how routines impact health and emotional well-being, and the sources of influence shaping care today.

This global study was conducted by Kantar, the world’s largest marketing data and analytics company, on behalf of Kenvue. A 15-minute online quantitative survey was fielded in May 2025 among 10,145 consumers. Research was conducted in 10 countries across four continents: the United States, Canada, Brazil, Mexico, the United Kingdom, Germany, France, China, India, and Japan. This multi-country approach points to similarities and differences in attitudes and behaviors of personal care routines and their impacts on health and well-being across geographic regions. 

Footnotes:

1. Kenvue, A New View of Care: The Power of Personal Care Routines, published 19 August 2025, available online, [link]
2. Respondents who reside in the UK completed a 15-minute online survey and indicated that they currently have a personal care routine (n=866). This group is a subset of the total UK sample (n=1,009), which includes n=143 respondents who do not have a routine.