Timeless skincare: essential routines for every generation

Born between 2010 to 2025, Gen Alpha is the youngest generation, born and raised in a digital world, and highly exposed to technology. The oldest representatives of this generation are turning 15 this year and, unlike previous generations, they are beginning to use skincare products earlier.

This generation is heavily influenced by social media and even are introducing their Millennial parents to new brands.

For this generation, keeping the routine simple, emphasizing gentle cleansing, moisturization and sunscreen is important to generate the habit of skincare without incorporating products that are not right for their skin, such as antiage products.

Focusing on the skin needs of Alphas, BASF developers created the Fresh Face Milky Cleanser, a refreshing and moisturizing cleanser which includes a powerful combination of our ingredients to inspire customers.

Fresh Milky Face Cleanser not only includes Plantaren^®  818 UP, which, along with a combination of co-surfactants, provides a gentle yet effective cleanse, but also Lamesoft^®  Balance and Lamesoft^®  OP Plus, that help keep the skin hydrated with a healthy moisture balance, and finally Hydagen^®  Aquaporin, which boosts hydration to start the day at your best.

Born between 1997 to 2012, this generation includes early teens up to mid-20-year-olds, love social media and value authenticity and self-expression, so they appreciate products and brands that align with these values.

During this time, skin is healthy, so it’s best to opt for preventive care to avoid premature lines or dryness. At this point, the body’s own collagen and elastin levels are high, and skin is firm and smooth, so antiaging products or collagen treatments is not necessary. Lightweight and minimalist products are the formats for this age-group.

However, given that during the teens and 20s acne and breakouts are an important issue, you can incorporate specific treatments and strategies for prevention for this generation.

Inspired by this generation and its interests, BASF developed two key formulations for customers: Glow Up Gelly Cream and Rise & Shine Day Elixir.

The Glow Up Gelly Cream glides easily onto the skin and contains two BASF sustainable biopolymers, Verdessence^® Tara and Verdessence^® Xanthan. It also includes Cetiol^® Softfeel and Cetiol^® CC which provide a feeling of lightweight moisturization that lasts all day, as well as BASF’s hero peptide, Pepsensyal^TM to achieve your longevity goals.

The Elixir, on the other hand, is composed of Verdessence^® Xanthan and Cetiol^® Ultimate, which leaves the skin feeling hydrated and light, with a silky texture. This serum also contains Oximony^TM, which gives the skin a healthy glow and defends against senescence, an aggressor to youthful skin.

Born between 1981 and 1996, Millennials are between their 20s and 40s, are optimistic and prefer preventative solutions that provide multiple benefits such as hydration or anti-aging. They are interested in innovative ingredients and technologies.

Once you reach the 30-year-old mark, collagen production begins to decline, which leads to a reduced ability of the skin to renew itself and results in signs of aging. This means that you need to adjust your skincare routine to include ingredients that combat fine lines and a loss of elasticity such as retinol and antioxidants.

Unlike previous generations, Millennials are especially interested in preventative skin and hair care, have extensive routines and increase their purchases of products to target signs of aging.  

Driven by the multipurpose approach from Millennials, BASF developed the Rest & Reset Retinol Night Serum to inspire formulators. This powerful serum features Vitaguard^® A, an innovative new stabilized retinol technology that makes retinol more compatible with skin to efficiently work overnight to diminish the appearance wrinkles and improve skin texture. This formulation feels smooth and is easy to apply, thanks to medium spreading emollient, Myritol^® 312. ​

Xennials, which were born between 1977 and 1983, bridge the Millennials and Gen X, and share characteristics of both. In 2025 are in their early to late 40s.

People from this generation were born in analog times but were able to seamlessly transition into the digital world, and although doubtful, they share Millennial optimism, which means they choose practical solutions backed up by science while also embracing innovative solutions that provide an effective way to stay youthful.

If you are a part of this generation, you are probably experiencing a significant decline in collagen production, which affects firmness and elasticity, making fine lines and wrinkles more visible, especially around the eyes and mouth, and the forehead, and contour become less defined. Routines for Xennials also require additional collagen-boosting products as well as rich moisturizers.

Individuals from this generation were born between 1965 and 1980, which means in 2025 they are in their mid-40s to early 60s. At this age, the skin becomes thinner and easily dehydrated, which means you need to incorporate more nourishment into your skincare routine. Very much like Millennials, Gen-Xers prefer multifunctional solutions, specifically targeting aging signs in their hair and skin.

Additionally, this generation has seen its fair share of sun, and their skin starts to show this, so they look for more restorative products such as retinol, alpha hydroxy acids (AHAs), niacinamide, and ferulic acid.