Young Brits are taking skin health seriously – and they’re doing it in style. A new survey of 2,000 UK adults, commissioned by leading health cash plan provider Medicash and conducted by OnePoll, has found that Gen Z and Millennials (aged 18-44) are showing the highest levels of skin health awareness and action.

Proactive and informed

Compared to older generations, 18-44 year olds reported:

  • The highest concern about developing skin cancer
  • The highest reported use of sun safety measures – from SPF use to shade-seeking
  • The highest confidence (48%) in spotting potentially dangerous moles
  • The greatest likelihood to regularly check their skin for unusual spots or changes – with two in five checking at least monthly compared to 3 in 10 over-45’s
  • The most interest in learning more about skin health – with online resources (31%) and social media (25%) as their go-to sources

‘Skinfluencers’ and the ‘clean aesthetic’

Experts point to the rise of ‘skinfluencers’, beauty content creators and the booming skincare industry as key factors in this generational shift. The popularity of the ‘clean aesthetic’ – a beauty trend focusing on fresh, natural-looking skin – is likely encouraging younger consumers to prioritise skin health alongside their appearance.

The tanning paradox

Despite their caution, this same group also reported the highest levels of intentional tanning activities, highlighting a complex balance between skin safety and beauty ideals. The survey found that 55% of 18-44 year olds intentionally tan, whether in the sun, on sunbeds, or both, compared with just 28% of those aged over 45.

Medicash policyholders benefit from free AI skin checks

Medicash provides all policyholders with free access to SkinVision, a CE-certified app that combines advanced AI technology with dermatologist expertise to assess skin spots. By photographing a mole or skin spot with their smartphone, users receive a quick risk assessment – helping them to decide next steps and supporting early identification of potential concerns.

Since the partnership began in Summer 2020, SkinVision has helped Medicash’s policyholders conduct over 255,000 skin scans and helped identify nearly 1,400 clinically validated cases of skin cancer in that time.

One such case is Melanie, who noticed a mole on her shin changing shape. Using the SkinVision app provided through her employer’s Medicash health plan, she received a high-risk assessment. Following the app’s advice, she consulted her GP and was referred to a dermatologist, who diagnosed her with stage 1 melanoma. Melanie’s proactive approach, facilitated by SkinVision, led to early treatment and a positive outcome.

Andrew Healy MBE, CEO of Medicash said: “It’s encouraging to see younger people embracing skin health checks and sun protection, but there’s still work to do when it comes to reducing risky tanning habits. Our partnership with SkinVision ensures policyholders have instant, expert-backed tools at their fingertips – helping them take action quickly and potentially saving lives.”

“Skin cancer is one of the most common cancers in the UK, but also one of the most treatable when caught early. Through our partnership with Medicash, we’ve been able to hep thousands of people take control of their skin health, supporting early detection that often leads to less complex treatments and reduces the pressure on healthcare professionals in these busy times.” added Erik de Heus, CEO at SkinVision. “Melanie’s story is a powerful reminder of how quick action and accessible technology can make all the difference.”