Filters Off, Facts First

Dr. Poorva Shah dermatologist (MBBS MD skin) decodes the glow-obsessed, trend-chasing yet surprisingly sensible world of Gen Z skincare, where science battles social media, confidence replaces colourism and ‘Korean glass skin’ becomes the new cool

Renowned dermatologist Dr. Poorva Shah has spent years observing how younger patients think, behave, and choose their skin treatments. And, in that process, she has witnessed a fascinating shift, one that mirrors not just changing beauty ideals but also changing attitudes, anxieties, and aspirations, of India’s youngest working generation.

In her clinic, Gen Z’s demands are clear, precise, and heavily trend-driven. “The most common requests are acne reduction treatments and acne scar treatments, pigment correction and glow-enhancing procedures with minimal downtime,” said Dr Shah. Korean glass skin treatment, she says, remains the reigning favourite. Unlike earlier generations obsessed with drastic transformations, she finds this cohort. “Doesn’t want to look altered. They want clean, healthy skin and results that look natural,” she adds.

Yet beneath this clarity, Dr. Shah says, lies a restless curiosity. "Gen Z mainly follow viral hacks and influencer reels and come for treatments. They’re extremely trenddriven. Sometimes they walk in asking for something that went viral that very week,” she notes. The challenge, she says, is that many of these trends are not meant for Indian skin or worse, not scientifically appropriate. A large part of Poorva's work now involves steering them away from risky experimentation and grounding them in evidence-based care. “I have to bring them back to science and long-term health rather than experimentation for entertainment,” she says.

Influencers, Dr. Shah informs, remain a powerful force shaping Gen Z skincare behaviour. "With a million followers comes confidence, but not always accuracy. It becomes difficult for patients to separate facts from noise. Trends will change—science stays constant,” she said.

Contrary to popular belief, Dr. Shah says Gen Z isn’t flocking for preventive injectables in the 20-26 age group. “Preventive procedures have shifted the younger—from post-50 earlier to people in their 30s now. What they do understand well is the importance of early dermatological intervention for acne, pigmentation and scarring, instead of relying on home remedies or half-baked online advice," she said.

But misinformation that sourced from social media remains a daily battle. Dr. Shah handles it with a lot of honesty and patience, breaking down what’s real and what’s exaggerated. “I tell them bluntly that social media isn’t close to any kind of medical treatment. Once they understand the science, they become extremely receptive. They’re smart. They just need direction,” she adds.

One of the most encouraging shifts Dr Shah sees, is in how Gen Z males approach cosmetic care. “There’s been a visible increase for acne scars, hair fall, maintenance and laser hair reduction treatments. The stigma has reduced hugely. These young men follow routines, ask detailed questions, and seek presentable, healthy skin without shame," she said.

Another major positive is their perspective on skin colour. “This generation is far more realistic and secure about their skin tone,” Dr. Shah points out. “They’re not chasing fairness like earlier generations. They want even tone, clarity and natural radiance rather than artificial alteration," she adds.

Still, Dr. Shah finds Gen Z refreshingly open about insecurities. “They’re very proactive about seeking help. But their confidence can sometimes slip into overconfidence, patients occasionally recommend the treatment they believe she should prescribe," she said. She then has to remind them gently that she is in the position of authority here. "And fortunately for them, I am the one directing the treatment,” she adds.

One universal skincare rule, she gives to Gen Zs is keep it simple, stay consistent and trust science over trends.