Kenvue launched its foundational consumer trends report, “A New View of Care.”

The findings from A New View of Care demonstrate a cultural shift: personal care routines are now fundamental to overall health and well-being. 

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.

While social media trends often spotlight elaborate regimens, most consumers prefer simple, consistent, and science-backed approaches that deliver both physical and emotional benefits.

Key Findings 

1. Routines Redefined: 88% of consumers globally believe their personal care routines positively impact their health, underscoring a shift toward viewing personal care as a tool for overall well-being rather than mere appearance.
2. Small Routines, Big Results: 73% of consumers spend less than 30 minutes daily on personal care, but consistency is transformative. Those who invest at least 15 minutes report better health (45%) compared to those who don’t (31%).
3. Starting Late Sparks Regret: Most consumers (59%) wish they had started their personal care routines earlier in life. Nearly half (46%) admit they only began between ages 19-34, with over a quarter waiting until even later. 
4. Suncare: While most consumers understand the value of sunscreen for prevention, only 17% consider it one of the top three essential steps in their personal care routines.  

Find the full digital report here.

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