There was a time when skincare was as simple as washing the face with soap and water, followed by a quick application of a mother’s cold cream. Over the years, however, skincare has transformed completely. Today, caring for the skin involves cleansers, toners, serums, acids, oils, retinols, sunscreen, and much more.
Skincare is no longer limited to basic hygiene. It has evolved into a lifestyle choice, personal statement, and self-care ritual for many women. What was once seen as a luxury is now a daily routine for millions around the world. From teenagers exploring glow-enhancing products to adults investing in anti-aging solutions, skincare has become an obsession across generations.
From Traditional Glow to Gen Z Glass Skin
To understand how skincare perceptions have shifted, we spoke with mothers and daughters about what skincare meant then and what it represents now.
Aasia Aslam, 57, shared, “I’ve never really applied anything to my skin. We washed our faces with soap, and even that wasn’t frequent. Skincare simply wasn’t something we thought about.”
Her daughter, Atiqa Aslam, 27, follows a very different approach.
“Every morning, I wash my face with a face wash, and I never step outside without sunscreen. At night, I cleanse properly and usually apply a niacinamide serum,” she explained.
She added that she is also considering laser treatments for facial hair.
Beyond Products: The Rise of Cosmetic Procedures
Modern skincare extends far beyond creams and serums. Treatments such as laser therapy, hydra facials, carbon peels, microneedling, Botox, fillers, and other cosmetic procedures are now widely accessible.
Masooma Bashir, 26, believes that hormonal imbalances have made facial hair growth more common among women.
“I didn’t have significant facial hair, but since I could afford it at the time, I opted for laser removal. Later, I developed hyperpigmentation and tried a carbon peel,” she said.
Although the procedures didn’t deliver noticeable results for her, she continues to rely on brightening serums, hyaluronic acid, sunscreen, moisturiser, and previously used niacinamide with positive outcomes.
“We were naturally beautiful. We played in dirt all day, and our skin was just fine,” she recalled.
She described simple routines involving Multani Mitti, Tibet Snow cream, Nivea cream, and traditional remedies like raw milk or tomato application.
Skincare as a Daily Commitment
For many women today, skincare requires dedication and precision. Samra Khalid, 31, follows a strict routine and leaves nothing to chance.
“In the morning, I apply a 20% vitamin C serum followed by sunscreen,” she said, noting her shift from local to Korean sunscreen.
At night, she uses 0.5% retinol, having previously mixed it with shea butter.
“Retinol reacts differently for everyone. Beginners should start with 0.2%,” she explained, adding that she plans to increase to 1% after finishing her current product.
Her nighttime routine includes an oil-to-milk cleanser, a cleansing gel, and retinol.
In contrast, her mother, Yasmeen Khalid, 59, never felt the need to focus on skincare.
How Social Media Changed Everything
Social media has transformed a simple cleansing routine into an elaborate seven- to ten-step skincare ritual. These routines often come with a heavy price tag, making them difficult to sustain.
At the same time, local skincare brands are rapidly entering the market, many promoting themselves as organic solutions. Where once only a few brands existed, there are now hundreds claiming to fix every skin concern.
According to Statista’s 2025 data, the global skincare market is expected to generate $198.35 billion in revenue, with an annual growth rate of 3.53% between 2025 and 2030.
Persuasive marketing, influencer discount codes, flash sales, and celebrity-owned brands have made it increasingly hard to resist clicking “buy now.” Seeing flawless celebrities share their routines fuels the desire to achieve the same glow.
The Korean Skincare Wave
No skincare conversation is complete without mentioning Korean beauty and the glass skin trend. Korean brands have quickly gained popularity in Pakistan, especially among young consumers who follow K-dramas and beauty reviews.
Influencers have amplified the craze by highlighting innovative formulas, appealing packaging, and multi-step routines.
In a society where fair skin still quietly defines beauty standards, Korean skincare is often seen as a miracle solution promising flawless, glass-like skin.
With easy access through e-commerce, Korean skincare has shifted from being an occasional luxury to an everyday essential on many vanities.
The Silent Pressure to Look Perfect
This skincare boom has also created unspoken pressure on women to constantly look polished and on-trend, especially for those who cannot afford expensive routines.
Rabia Anum, an entrepreneurial journalist and salon owner, reflected on the past.
“Women used what they had at home. I’ve seen my grandmother use beetroot for cheeks and lips,” she said.
She noted that women didn’t face constant pressure to look perfect.
“There’s an unspoken belief that women must look a certain way to be accepted,” she explained.
While many women now focus on hydration, walking, and exercise as part of skincare, others invest in full ten-step routines both morning and night.
This pressure extends to men as well, as maintaining a “perfect” appearance often becomes a shared expectation.
Rabia shared a troubling observation.
“A young girl once told me she was one of the brightest students in her class, yet no one interacted with her because of her skin tone,” she said.
Choosing What Truly Works for You
If a 12-step skincare routine brings you joy and confidence, there is nothing wrong with embracing it. But if it causes stress, anxiety, or financial strain, staying natural is equally valid.
You don’t need to participate in a never-ending beauty race. Skincare should support your well-being, not take away from it.
