For Women in Their 40s, Top Beauty Habits Dropped Are 'High Heels' and 'Heavy Foundation' [GLAM Values Survey]

For women in their 40s, the top beauty habits they've let go of are 'high heels' and 'heavy foundation.' Beauty values are shifting from 'dressing up' to 'refining and caring for oneself.'

GLAM (Glam), a trend media for adult women operated by Mode Media Japan Inc. (https://www.glam.jp/), conducted an awareness survey targeting 300 women in their 40s to understand their attitudes toward social media and shifts in beauty values.

The survey revealed that 69.3% of women in their 40s feel tired of caring about 'looking good online' or 'others' opinions' on social media compared to their 20s and 30s.

Additionally, when it comes to beauty and fashion habits intentionally abandoned since turning 40, the top answer was 'painful high heels,' followed by 'heavy, full-coverage foundation.' Furthermore, current investments in self-care are led by 'skincare and skin improvement,' 'inner care,' and 'quality sleep,' indicating a clear shift in beauty values—from 'dressing up' and 'hiding flaws' to 'refining oneself' and 'choosing what suits me.'

【Survey Overview】

Survey Title: Awareness Survey on 'Social Media Fatigue' and 'Shift in Beauty Values (Graduating from Decorative Beauty)' Among Women in Their 40s

Target: Women in their 40s

Method: Online survey

Valid Responses: 300

Survey Period: May 20–25, 2026

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【Survey Results】

1. Compared to your 20s and 30s, do you feel tired of caring about 'looking good' or 'others' opinions' on social media?

69.3% of women in their 40s feel tired of caring about 'looking good' or 'others' opinions' on social media compared to their younger years. This suggests that social media fatigue is prompting a reevaluation of beauty values.

Somewhat tired: 45.7% (137 respondents)

Very tired: 23.7% (71 respondents)

Not very tired: 22.3% (67 respondents)

Not at all tired: 8.3% (25 respondents)

Combining 'very tired' and 'somewhat tired' gives 208 respondents (69.3%), showing that nearly 70% of women in their 40s feel exhausted by the pressure to perform on social media.

The mindset of striving for social media appeal, once normal in their 20s and 30s, has now become a source of stress for many in their 40s.

2. How has your purpose for beauty routines changed over the past 10 years?

74.7% of women in their 40s feel their purpose for beauty has changed. The standard is shifting from 'wanting to look beautiful to others' to 'wanting to feel comfortable and good in my own skin.'

Changed from 'wanting to look beautiful/young to others' to 'wanting to feel comfortable myself': 45.3% (136 respondents)

Changed from 'chasing trends' to 'valuing what suits me and what's essential': 29.3% (88 respondents)

No significant change: 21.0% (63 respondents)

Other: 4.3% (13 respondents)

The largest group (45.3%) shifted from seeking external validation to prioritizing personal comfort. Combined with those who moved from chasing trends to valuing authenticity, 224 respondents (74.7%)—about three out of four—report a shift in their beauty motivations.

From 'beauty for others' to 'beauty that fulfills me.' The data clearly shows a major transformation in beauty values among women in their 40s.

3. Since turning 40, have you intentionally stopped or simplified any beauty or fashion habits? (Multiple answers allowed)

86.7% of women in their 40s have intentionally dropped at least one beauty or fashion habit. The top answer was 'painful high heels,' followed by 'heavy, full-coverage foundation.'

Painful high heels: 55.0% (165 respondents)

Heavy, full-coverage foundation: 47.7% (143 respondents)

Eyelash extensions / excessive eye makeup: 33.0% (99 respondents)

Flashy nail art (e.g., gel nails): 24.7% (74 respondents)

Excessive dieting (food restriction) driven by others' opinions: 18.0% (54 respondents)

Nothing in particular: 13.3% (40 respondents)

With 86.7% reporting they've dropped at least one habit, nearly 9 in 10 women in their 40s are intentionally simplifying their beauty routines.

The most common habit dropped is 'painful high heels' (55.0%), followed by 'heavy foundation' (47.7%) and 'eyelash extensions/excessive eye makeup' (33.0%). This reflects a shift in priorities—from 'how I look to others' to 'how I feel in my own skin'—manifesting in concrete behavioral changes.

4. Instead of 'decorative beauty,' what 'essential care' are you now investing the most time and money in? (Multiple answers allowed)

'Skincare and skin improvement' ranked highest as the top investment replacing 'decorative beauty.' Inner care and quality sleep also ranked highly, showing a shift from external decoration to foundational self-care.

Skincare and skin improvement: 58.0% (174 respondents)

Inner care (diet, supplements, gut health, etc.): 44.3% (133 respondents)

Quality sleep (bedding, bath products, etc.): 39.0% (117 respondents)

Hair and scalp care (shine, volume, etc.): 38.3% (115 respondents)

Posture improvement / body shaping (chiropractic, Pilates, etc.): 25.0% (75 respondents)

Dental care (whitening, maintenance): 20.0% (60 respondents)

Fundamental care via cosmetic medicine (e.g., pigmentation removal): 10.7% (32 respondents)

Other: 2.3% (7 respondents)

'Skincare and skin improvement' (58.0%) ranked first as the most invested-in care. Followed by 'inner care' (44.3%), 'quality sleep' (39.0%), and 'hair and scalp care' (38.3%). This shows a clear shift in investment—from external decoration to foundational care such as skin, sleep, and inner health.

5. Please share any specific episodes where you felt tired of 'decorative beauty' or 'social media appeal,' or moments when you decided to stop caring about others' opinions.

Various responses were shared about when women felt exhausted by 'decorative beauty' or 'social media appeal,' and when their approach to beauty changed.

When I tried wearing lighter makeup, I realized it actually suited me better. It saves time, requires fewer products, and I feel more authentic—there's nothing but benefits. I now think it's unattractive to try to hide my freckles; they're just part of me.

I wore heels for my child's school event and pushed myself too hard. After returning home, I was completely drained. From then on, I prioritized comfort over appearances.