For years, the beauty industry has sold the idea that more was more. More serums, more steps, more appointments, more time spent chasing the perfect glow. But according to new research commissioned by Shark Beauty, consumers are beginning to push back against high-maintenance beauty in favour of routines that feel simpler, smarter and far more realistic to maintain.
The national survey reveals a growing shift toward at-home skincare treatments, with affordability, convenience and flexibility emerging as some of the key drivers influencing consumer behaviour. Increasingly, people are seeking beauty solutions that fit around modern schedules rather than routines that require hours of commitment or regular clinic appointments.
Perhaps most tellingly, 57 percent of New Zealanders admitted skincare can feel like a chore. It’s a statistic that reflects a broader cultural shift happening across beauty and wellness, one where consumers still care deeply about results, but are becoming less interested in the hustle that often accompanies aspirational beauty culture.
At the same time, the emotional relationship consumers have with skincare remains strong. The research found nearly half of New Zealanders say concerns such as puffiness, dark circles and fine lines negatively impact their confidence, particularly among younger generations.
Instead, the appetite appears to be moving toward low-effort, high-impact skincare, with 69 percent of respondents saying they would prefer one device capable of addressing multiple skin concerns over using several separate products or tools.
The findings arrive alongside the launch of the new Shark™ CryoGlow™ Under-Eye Cooling + LED Mask, a device designed to streamline skincare routines through a combination of LED treatments and cooling under-eye technology. With treatment modes ranging from four to eight minutes, the mask is positioned as a beauty solution designed to slot seamlessly into everyday life – whether that’s while scrolling social media, answering emails or winding down at the end of the day.
