PRESS RELEASE: FOR IMMEDIATE RELEASE – Warning Against Overdone Skincare Routines: “More Isn’t Always Better”
Gold Coast, Australia – May 19, 2025 – Jodie Baker, founder of Australian skincare brand Homepeel, is raising the alarm on the growing trend of overcomplicated, multi-step skincare routines being glamorised across social media.
“I’m seeing young women—often in their early 20s and 30′ layering 10+ products morning and night like it’s a badge of honour,” says Baker. “But it’s not just unnecessary—it can be damaging in the long run.”
The Rise of the 10+ Step Routine
On platforms like TikTok and Instagram, elaborate skincare rituals are everywhere—packed with products, filters, and promises of perfection. But behind the glow lies a growing concern: many are following these routines blindly, without understanding their skin’s needs.
Why Overdoing It Can Backfire
Overuse of skincare—especially actives like AHAs, retinol, and harsh exfoliants—can:
• Strip the skin barrier
• Cause long-term sensitivity
• Disrupt the skin’s microbiome
• Lead to dryness, inflammation, and breakouts
Baker also highlights the widespread use of toxic ingredients:
“I’m seeing people unknowingly roll five layers of different types of alcohol into their skin—morning and night. That might seem fine when you’re young, but long-term, it’s incredibly ageing.”
“Pretty Packaging Isn’t a Skin Consultation”
Baker points out that many are being led by what’s trending, not what’s suitable.
“What works for someone else’s skin may not work for yours. But people are copying routines without understanding what they’re actually putting on their face.”
According to a 2024 report by Grand View Research, the global skincare market is valued at over USD 150 billion, with a significant surge driven by younger consumers influenced by beauty influencers and social media trends. This has led to a rise in multi-step skincare routines, especially in the U.S., South Korea, and Australia—often marketed as “glass skin” or “skin cycling.” While some layering can be beneficial when guided by professional advice, many consumers are mimicking routines without understanding product interactions or skin compatibility.
Dermatologists worldwide are now voicing concerns about “over-exfoliation syndrome” and ingredient overload, warning that unregulated layering—particularly with actives like retinol, glycolic acid, and vitamin C—can lead to barrier damage, inflammation, and increased sensitivity. A 2023 study published in the Journal of Cosmetic Dermatology found that nearly 1 in 3 young adults using multi-step routines reported adverse skin reactions, many linked to incompatible product combinations or overuse of stripping agents like alcohols and sulfates.
A Voice From the Front Lines of Real Skincare
Baker brings over 20 years of direct, grassroots experience with Australian skincare customers. At 52, she’s a strong advocate for clean, effective skincare that empowers people to feel confident without foundation.
“I’ve worked with thousands of real people—women frustrated by false promises and skin damage from poor product choices. That’s why I created Homepeel. To simplify skincare and deliver real, lasting results with products that respect the skin.”
Homepeel’s Stance: Powerful, Clean, Simple
Homepeel combines cosmeceutical-grade skincare with professional-level home treatments—like peels and microneedling—free from harmful fillers, alcohols, or skin-aging preservatives.
The brand encourages:
• Thoughtful routines over overloaded ones
• Barrier-friendly, non-toxic ingredients
• Skin rituals as moments of calm, not content performance
“Skincare is Not Performance. It’s Self-Respect.”
“Put on calming music. Say your affirmations. Apply your skincare with presence. That’s where the magic happens,” Baker says. “Not in chasing trends, but in tuning in.”
About Homepeel
Homepeel is a cosmeceutical-grade skincare brand made in Australia, backed by over 20 years of results. With a strong focus on clean, effective formulas and professional home treatments, Homepeel helps people achieve radiant, foundation-free skin—without the clutter or confusion of modern trends.
Media Contact:
Jodie Baker
Founder, Homepeel
Email: [email protected]
Website: www.homepeel.com.au
