Rachel Stevens fronts Perfectil's Back to Basics campaign

Vitabiotics Perfectil has launched Back to Basics, a national campaign fronted by singer and TV personality Rachel Stevens, built around new research suggesting UK women are moving away from complex, trend-led beauty routines in favour of simpler regimes and nutritional support.

The research, conducted by OnePoll for the brand among 2,000 UK women in May, found that 82 per cent of those who had tried a viral social media beauty hack or trend were left disappointed. Almost three quarters (73 per cent) believe lifestyle choices influence how they look, and 81 per cent say they are actively prioritising internal health, through drinking more water (67 per cent), maintaining a balanced diet (63 per cent) and getting quality sleep (52 per cent).

The survey found that over half of British women (52 per cent) are now actively avoiding Botox and fillers, while Gen Z respondents showed resistance to extreme trends such as face taping. Product paring is also evident: among women who described their routines as overwhelming, 64 per cent have since cut the number of products they use, 59 per cent report fewer skincare steps and 53 per cent have opted for more straightforward formulations with fewer ingredients. Respondents reported higher trust in expert-informed, evidence-led guidance (39 per cent) than in influencer-driven content (1.8 per cent), a gap that will not surprise practitioners who spend consultation time undoing the effects of viral advice.

Stevens, 48, is sharing her own pared-back routine as campaign ambassador. "I've seen and tried my fair share of beauty trends over the years, but I've always found that the most effective routines are the simplest ones," she said. "There is so much noise online around 'miracle' creams, but lasting results come from consistent self-care and supporting your overall wellbeing."

The product at the centre of the campaign is Perfectil Max, the most advanced formulation in the Perfectil skin, hair and nails range. It contains zinc, which contributes to the maintenance of normal hair, skin and nails, alongside biotin, vitamin C and Omega-3 and Omega-6 fatty acids. The recommended dosage is two tablets and one capsule per day.

Melissa Cohen, nutritional therapist at Vitabiotics, said the findings reflect a broader move towards considered routines. "Many people are interested in how diet and overall wellbeing form part of their wider self-care approach," she said. "Supplements like Perfectil are designed to sit alongside a varied diet and healthy lifestyle as part of a broader wellbeing routine."

Perfectil has been on the market for more than three decades and is the UK's number one beauty supplement brand by retail sales value, according to NielsenGB ScanTrack data. Stevens rose to fame with S Club 7, which scored four UK number one singles, and has since built a fashion and lifestyle profile, most recently as an M&S Fashion Petites ambassador.

Perfectil Max is priced at £23.95 for 84 tablets and capsules and is available at vitabiotics.com. More information on the Back to Basics campaign is at perfectil.com.