YouGov’s Forever young? Anti-aging report 2026, released today, finds that consumer attitudes toward aging in the U.S. are far from uniform. Instead, the market is shaped by a clear prevention split: 35% of Americans are aging preventers, 28% are aging maintainers, and 31% are aging indifferents. While awareness of anti-aging solutions is widespread, interest and spending are concentrated among consumers who prioritize preventing visible signs of aging. 

Key findings: 

• Americans are less focused on preventing signs of aging than many global peers. 35% of U.S. consumers say it is important to prevent signs of aging, compared with 77% in Indonesia, 68% in Hong Kong, and 64% in India - the markets most likely to prioritize prevention. 

• Spending is concentrated among prevention-minded Americans. While 57% of Americans spend at least something each month on skincare, supplements, or anti-aging products, 19% of aging preventers say they spend $50 or more per month, compared with 5% of maintainers and 2% of indifferents. 

• Routine skincare serves as a key gateway into the category. Traditional anti-aging skincare products have the highest future consideration among U.S. consumers at 32%, followed by LED light therapy masks at 19%, while interest in most in-office treatments remains notably lower. 

• Awareness outpaces adoption. While 62% of Americans have heard of Botox and 49% are aware of traditional anti-aging skincare products, usage remains limited beyond basics. Just 20% say they have tried anti-aging skincare products, and only 3% say they have tried Botox. 

• Lifestyle still shapes perceptions of aging. Americans are most likely to say regular exercise (63%), a healthy diet (61%), and sleep and stress management (58%) have the greatest impact on aging and longevity, though prevention-minded consumers are more likely to also see skincare and supplements as important. 

• Attitudes toward aging vary by gender and generation. Around 38% of Americans say they want to age gracefully while maintaining their appearance, rising to 43% among women. Older consumers are more likely to say they want to age naturally (35% of Gen X and Baby Boomers+), while men are more likely not to think about aging (22% vs. 16%). 

• AI-driven skincare remains an emerging growth opportunity. Aging preventers are the most open to AI-enabled facial analysis, with 30% finding the idea appealing and 33% saying they would trust AI-driven tools to recommend personalized treatments or products, while maintainers and indifferents show significantly lower interest. 

“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 important differences in how brands can reach each audience. Among Americans overall, consumers are most likely to discover new anti-aging treatments through dermatologists or aesthetic professionals (35%) and friends or word of mouth (32%). Preventers over-index across nearly every channel, including search and social, while maintainers are more reachable through trusted professional and interpersonal sources.  

For skincare and wellness brands, the findings point to a category where trust, relevance, and ease of entry matter. Messaging focused on appearance and skin health has the broadest appeal, while stronger prevention language resonates most with consumers already motivated to act.

Download the report here.  

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.