The anti-aging market isn’t fueled by broad, mass adoption. In reality, only about 10% of US consumers actively prioritize preventing signs of aging, according to YouGov’s 2026 Anti-aging report.

Consumers fall into three distinct segments based on how important preventing signs of aging is to them, per YouGov.

• 35% are “aging preventers” who care most about avoiding the signs of aging, have the highest spend, and are most open to new formats and therapies.
• 28% are “maintainers,” who are neutral about aging and are most likely to respond to low-friction maintenance positioning rather than explicit anti-agenting positioning.
• 31% are “indifferents,” who don’t believe it’s important to prevent aging, have the lowest spend, and are least open to treatments in the future.

The greatest value for brands lies in targeting the smaller, highly motivated segment that spends more, experiments more, and is more open to new solutions.

“The opportunity here really isn't about convincing everyone,” Nora Hao, senior director at YouGov, said in a recent YouGov webinar. “[The percentage of] more engaged consumers who are prioritizing or concerned with anti-aging is relatively small, but they're important to capture for relevant brands.”

High-intent consumers drive the market

Among those that actively prioritize signs of aging, preventers drive disproportionate value for brands. Nearly a fifth (19%) spend more than $50 per month on skincare or anti-aging products, compared with 5% of maintainers and 2% of indifferents. Notably, this group isn’t confined to affluent consumers: Preventers are more likely to fall into middle-income brackets.

Preventers also are significantly more likely to believe in the impact of skincare, supplements, and advanced treatments.

• 18% cite skincare as a top factor in aging, versus just 5% of maintainers and 3% of indifferents.
• Preventers are also far more likely to build more complex regimens, including probiotics and collagen.

“Belief in the efficacy of anti-aging products is largely mindset driven,” said Christopher Wilkes, senior director at YouGov, noting the correlation between concern about aging and willingness to believe these solutions work.

High awareness doesn’t translate to high adoption

The treatment landscape reveals a major disconnect between awareness and action: While 62% of Americans are familiar with Botox, just 3% have tried it and only 6% say they would consider it.

Instead, consumers gravitate toward lower-commitment options.

Routine skincare (19%) and at-home technologies like LED masks (11%) generate the highest future interest, while in-office procedures like collagen boosters or biostimulator injections (4%) will likely remain niche outside the preventer segment.

Even among indifferent consumers, some openness exists for traditional anti-aging skincare and LED masks; but interest drops sharply for more invasive or experimental treatments.

“US consumers seem much more comfortable keeping their anti-aging at home,” Wilkes noted.

Trust influences where consumers turn

How consumers discover anti-aging solutions varies widely.

• Dermatologists and aesthetic professionals (35%) rank as the top source overall, followed by friends or word of mouth (32%).
• Maintainers, in particular, rely on those trusted, offline channels, while preventers are more likely to use search engines and social media.

“Hearing from people you know and trust is the path of least resistance in this category,” Wilkes said.

Emerging technologies like AI-powered skin analysis appeal most to preventers, reinforcing the divide. Some 33% of preventers say they trust AI-driven recommendations, compared with just 7% of indifferents.

“Generally, it seems the more prevention-focused consumer is, the more open they are to innovation,” Hao said.

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