Millennials outspend all other generations on skincare routines

A poll of 2,000 adults found Millennials own the most skincare products at 10, spending an average of more than £29 a month - totting up to a whopping £358 a year.

This was closely followed by Gen Z who part with £27.26 per month - just over £327 a year. But it drops to just £9.60 among Boomers - the equivalent of £115.20 a year.

The average adult spends an average of £19.87 a month restocking their products, which works out as more than £238 a year on skincare.

The study also found the typical bathroom cabinet is home to eight different items, including moisturisers, serums and under eye cream, all in the pursuit of glowing skin.

But three in 10 aren't confident they understand what the different skincare products are for, with this rising to 46% when it comes to the ingredients and what they do.

As a result, 20% admitted they own products they rarely use, with suncream, facemasks and lip balm at the top of the list, along with foot creams, hand creams and body lotion.

A quarter of these blamed their impulse buying for having items gathering dust, while 25% simply forgot they even owned some of their products.

A further 14% felt they secured a bargain when out shopping, only to then realise they didn't really want or need it.

The research, commissioned by Nivea, also found despite the cost, one in 10 prefer more expensive skincare as they feel it's better for their skin

However, 11% have been left feeling underwhelmed by the results of a recent skincare purchase.

For 69% price is the most important thing when buying skincare, followed by the brand's reputation (39%) and the ingredients (38%).

However, while 20% of all adults believe they get the best results from expensive skincare, 18% feel the same way about more affordable options.

With 35% of those polled, via OnePoll, left pleasantly surprised by the quality of a more affordable skincare option.