Consumer Attitudes Toward Fashion, Grooming and Self-Presentation

Consumer Attitudes Toward Fashion, Grooming and Self-Presentation

Fashion, grooming and personal care offer a window into how consumers think about themselves and their well-being. Based on nationally representative Profiles+ South Africa data, we unpack the attitudes that shape how people care for themselves, present themselves, and define personal style.

Across the dataset, one message comes through clearly. South Africans care deeply about looking after themselves. Not for vanity. Not for perfection. But for confidence, stability and alignment with who they believe themselves to be.

Self-Care Is a Priority for Most Consumers

The strongest agreement in the dataset comes from the statement “I try to take care of myself physically.” Overall agreement stands at 84%.

This shows that physical self-care is more than a routine. It is a personal value. For many consumers, feeling physically well-maintained directly supports emotional well-being. Brands that position grooming products as tools that support daily balance and confidence will resonate strongly.

Most Consumers See Themselves as Well-Dressed

Identity and self-presentation are apparent in the data. When asked whether they see themselves as well-dressed, 78% of respondents express agreement overall.

This is significant. It tells us that consumers already feel confident in how they present themselves. Being well-dressed is less about high fashion and more about feeling intentional and composed. Brands do not need to convince consumers to care about appearance. Instead, the opportunity lies in helping them maintain and refine the self-image they already hold.

Looking Physically Attractive Still Matters

The idea that it is essential to look physically attractive shows strong support, with 77% of respondents expressing agreement overall.

This suggests that attractiveness is an internal motivator for many. Consumers want to feel good about their appearance because it affects their confidence and ease in social settings. It is less about gaining others’ approval and more about maintaining emotional comfort.

Ageing Is a Meaningful Concern

When asked whether it is essential to stay looking young, 43% definitely agree, and 32% tend to agree.

When responses are combined, 75% agree that it is essential to stay looking young, with this sentiment strongest among Millennials (82%). While slightly less pronounced, the view remains consistently high across Gen X (72%) and Gen Z (70%), and is broadly shared by both women (76%) and men (71%).

This indicates a widespread awareness of ageing and its impact on self-image. Consumers may not aspire to youth, but they want to feel refreshed and healthy. Brands that speak to vitality, glow and long-term skin health often connect well with this sentiment.

Daily Rituals Shape Grooming Behaviour

Routine-focused statements reveal a lot about how people manage their grooming habits.

For example, 65% of respondents agree that they never go to bed without removing their makeup, indicating that makeup removal is treated as a non-negotiable step in their routine.

Familiarity also plays an important role.

For the statement “When it comes to beauty products, I stick to what I know,” overall agreement stands at 69%.

This tells us that consumers value predictability and trust in their products. Habit shapes behaviour more strongly than trend. Switching products becomes a risk, not an exploration, unless the benefit is clear and compelling.

Products Must Reflect Lifestyle and Values

Many consumers want their products to reflect their identity. For the statement “I like products that reflect my lifestyle,” overall agreement stands at 76%, making it one of the highest combined agreement levels in the dataset.

This shows that people choose products not just for function, but for meaning. They want items that align with their preferences, routines and personal story. Lifestyle fit has become a key factor in decision-making about beauty and grooming.

Proactive Health Behaviour Is Growing

Health-focused statements reveal an increasingly proactive consumer.

For “I do whatever possible to promote a healthy lifestyle,” overall agreement stands at 71%. Similarly, 64% agree with the statement “I research treatment options on my own, then ask my doctor.”

People want to be informed, understand their options, and feel in control of their well-being. Brands that provide educational support and clear information can establish deeper trust.

Personal Vulnerability Influences Behaviour

Not all attitudes reflect confidence. When asked whether they feel worried about the direction of their personal life, 59% of respondents express agreement overall.

This means almost 6 out of 10 consumers feel some level of uncertainty—emotional states like this influence grooming behaviour. For many, self-care becomes a grounding mechanism during stressful periods.

Beauty and Fashion Are Used to Feel Better

Statements linked to emotional motivation reveal how personal care acts as self-support.

For “I use beauty products to make myself feel better,” overall agreement stands at 53%. This supports a growing understanding that grooming is not just functional; it also plays an emotional role, helping people feel composed, uplifted, and prepared.

Not Everyone Feels Connected to Their Well-being

One notable counterpoint is the statement “I never do anything for my personal well-being,” with 45% of respondents expressing agreement overall.

This reveals that a meaningful portion of consumers feel disconnected from self-care habits. This does not mean they lack interest. It often signals overwhelm, time pressure or uncertainty about where to start.

For brands, this is an opportunity to lower the activation barrier through simple, accessible products and messaging.

Conclusion

The data presents a detailed, emotionally nuanced picture of how South Africans think about fashion, grooming, and personal care. Consumers care about looking after themselves, feeling confident and presenting an image that aligns with who they are. They value routines, familiar products, and a lifestyle that fits. At the same time, concerns about ageing, uncertainty and wellbeing shape how and why they engage with grooming.

Brands that understand these motivations can speak directly to the heart of consumer behaviour. Support rather than transform. Simplify rather than overwhelm. Align rather than dictate. Consumers are not looking for a new identity. They are looking for products that fit the identity they already believe in.

Methodology 

Data from YouGov Profiles+ South Africa 30 November 2025. Sample size: n=24911