YouGov’s Forever Young? Anti-Aging Report 2026, released today, finds U.S. consumer attitudes toward aging are defined by a clear prevention divide: 35% are aging preventers, 28% maintainers, and 31% indifferents. While awareness of anti-aging solutions is widespread, interest and spending are concentrated among prevention-minded consumers.

Key Findings from the Anti Aging Report

• Americans are less focused on prevention than global peers: 35% say preventing signs of aging is important vs. 77% in Indonesia, 68% in Hong Kong, and 64% in India.

• Spending is concentrated among prevention-minded consumers: 19% spend $50 or more per month vs. 5% of maintainers and 2% of indifferents.

• Skincare is the primary entry point: 32% show interest in anti-aging skincare vs. 19% for LED masks; interest in most in-office treatments remains lower.

• Awareness exceeds adoption: 62% have heard of Botox, but only 3% have tried it; 49% are aware of anti-aging skincare, while 20% have used it.

• Lifestyle drives perceptions of aging: exercise (63%), diet (61%), and sleep/stress management (58%) rank highest.

• Attitudes vary by gender and generation: 38% of Americans want to age gracefully while maintaining appearance (43% among women). Older consumers are more likely to prefer aging naturally, while men are more likely not to think about aging.

• AI-driven skincare is an emerging opportunity: 30% of preventers are interested in AI-enabled facial analysis, with significantly lower interest among other segments.

“The anti-aging category in the U.S. is being shaped less by a universal desire to turn back the clock and more by how consumers define prevention in their everyday lives,” said Chris Wilkes, Sr. Sales Director at YouGov. “The strongest demand for anti-aging solutions comes from consumers who are already prevention-minded. For brands, success depends on understanding who is most engaged, meeting them with the right level of proof and credibility, and positioning routine skincare as a low-friction entry point into the category.”

The report also highlights how discovery varies by segment. Americans are most likely to learn about anti-aging treatments through dermatologists or aesthetic professionals (35%) and word of mouth (32%). Preventers over-index across channels, including search and social, while maintainers are more influenced by trusted professionals and personal networks.

For skincare and wellness brands, the findings point to a market where trust, relevance, and ease of entry are critical. Messaging around skin health and appearance has broad appeal, while prevention-focused language resonates most with consumers already motivated to act.

Methodology

Data for this report comes from YouGov Surveys: Serviced. Fieldwork was conducted between December 16, 2025 and January 12, 2026 across 17 markets. The U.S. sample includes more than 1,500 adults and is nationally representative. In some markets, samples are representative of urban or online populations. U.S. segments are based on responses to how important it is to prevent signs of aging.

About YouGov

YouGov is a global research data and analytics group focused on delivering insight into what the world really thinks and does. With operations across the Americas, Europe, the Middle East, India, and Asia Pacific, YouGov maintains one of the world’s largest research networks.

Powered by a panel of millions of registered members across 64 markets, YouGov captures real-world behavior and attitudes through millions of data points. Its proprietary technology platforms enable real-time insights that support better decision-making and competitive advantage for clients.

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