Hacks to slow the ageing process are becoming increasingly mainstream, but only a small proportion of UAE residents are actively taking steps to do so, according to a new YouGov report.
The study, which surveyed 1,000 people between December 16 and January 12, found that 57 per cent of UAE consumers consider it important to prevent signs of ageing, but only 12 per cent are actively trying to slow or reverse them.
The Anti-ageing Report 2026, which was released on Wednesday, identifies three distinct consumer groups. The largest, accounting for 57 per cent, are described as “ageing preventers” – those who place high importance on maintaining their appearance and are more likely to spend on skincare products, treatments and supplements. Unsurprisingly, Gen Z and millennials constitute the majority in this group.
A further 24 per cent fall into a “maintenance” category, a group taking a more measured approach; while 14 per cent are largely indifferent, showing little interest in anti-ageing efforts.
Despite the relatively low number actively pursuing anti-ageing, attitudes towards looking old remain mixed. In the report, 42 per cent of respondents say they do not think much about ageing, while 33 per cent say they want to age gracefully while maintaining their appearance.
Only a small minority – about one in 10 – say they are actively trying to reverse or slow the effects of ageing.
The findings also highlight how the category has expanded beyond traditional skincare. In the UAE, anti-ageing is no longer confined to creams and serums, with some consumers increasingly open to a broader mix of options, from routine products to treatments such as collagen boosters and vitamin injections.
However, willingness varies sharply depending on the level of intervention. Among the most engaged group – the ageing preventers – about a quarter said they would consider treatments such as vitamin injections, while interest drops significantly among less engaged consumers.
The maintenance group are the highest spenders on anti-ageing products, typically shelling out more than Dh300 per month.
For brands and providers, the distinction between these groups is key, says Imran Ahmed, regional vice president at YouGov Mena.
“It influences who spends in the category, which formats consumers are open to trying next and where they go to learn about new solutions,” he says.
Those most invested in preventing ageing tend to spend more and are more open to trying new therapies, while others respond better to messaging focused on general well-being or appearance rather than explicit anti-ageing claims.
The report also highlights the growing role of technology in the category, from AI-enabled skin analysis tools to personalised product recommendations. But, the study finds that while curiosity is high, trust is still developing, with many consumers hesitant to hand over decisions about their appearance to algorithms.
Overall, the report suggests that while ageing is firmly on consumers’ radar in the UAE, most are approaching it cautiously – favouring low-effort, everyday solutions over more invasive treatments.
