Sensitive skin can be a huge issue. Redness. Tingling. Dry patches. Sound familiar? You’re not alone. According to Google Trends data, searches for “skin barrier repair” have increased by +230% over the past year in the UK and a recent study found that 71% of adults identify as having sensitive skin, which is a 55% increase in the last 2 decades.

“More people than ever are experiencing sensitised skin due to a perfect storm of modern skincare habits, environmental stressors, and lifestyle choices that compromise the skin barrier,” explains Bruce Green, Chartered Chemist and Founder of SOS Serum Skincare. “What we’re seeing is less about skin that is genetically sensitive, and more about skin that’s become sensitised, reactive, unpredictable, and inflamed because it’s under constant pressure.”

Bruce says the trend can largely be traced to the following contributing factors:

• Modern Lifestyles – Work pressures and constant digital connectivity contribute to heightened stress levels. The World Health Organisation (WHO) labelled it ‘Occupational Burnout’ with global impact. Increased awareness and reduced stigma to mental health issues and reports of sensory issues. And let’s not forget stress, which Bruce believes is often underestimated in skin health. “There’s a real mind-skin connection. Stress hormones like cortisol can affect oil production, weaken the barrier, and make skin more reactive. In today’s always-on world, the skin is constantly on high alert.”

• Generational Shifts – Gen Z & Millennials, report higher levels of anxiety and sensory sensitivity possibly due to digital immersion and economic instability.

Countries with the highest reports:

1. United States
2. United Kingdom
3. Japan & South Korea

• Pollution, poor diet and lack of sleep affecting neurological and emotional resilience – Urban living isn’t helping, either. “Pollution particles are microscopic and can penetrate the skin, triggering inflammation and oxidative stress. Combine that with hard water, temperature swings, and central heating or air con, and it’s no wonder skin is struggling.”

• Over Complicated Skincare Routines – “A lot of people are using too many actives – retinols, AHAs, BHAs, vitamin C – often in the same routine, without giving the skin time to recover. This strips away its natural defences and leaves it vulnerable,”says Bruce. “Think of your skin barrier like a protective roof. If it’s damaged or worn down, irritants get in and moisture gets out. That’s when the tingling, redness, and flaking begins.”

While sensitive skin was once considered a niche dermatological concern, it’s now mainstream and can strike anyone, at any time. “It’s a misconception that sensitive skin is something you’re born with. For many, it’s acquired through lifestyle,” says Bruce. “Skin sensitivity is essentially your body waving a white flag. It’s telling you it’s overwhelmed, dehydrated, or inflamed. What it needs is simplicity, support, and time to heal.”

So, what’s the solution?

1. Get more rest – Look at meditation
2. Improve your diet – plenty of water and fresh fruit & vegetables
3. Look at your skincare routines – Use formulations designed to reduce stress and boost the skin’s natural defence mechanisms

Bruce recommends a simplified, science-backed skincare approach that works with your skin, not against it. Enter our top picks to help calm and restore sensitive skin:

SOS Serum

SOS Serum works to cool, heal and repair problematic skin. The soothing effect of Wasabi & Burdock Leaf Extracts combined with the cooling sensation from the refined extract of Peppermint, deliver comfort, moisturisation and protection.

Available from sosserum.co.uk (£16),  Amazon (£16.05), Superdrug (£16)

SOS Cleanse

Harsh soaps and lotions should be avoided, whereas simple, pure & alcohol-free products will be less irritating. Our recommendation is SOS Cleanse; It is formulated to calm and instantly soothe and cool the skins outermost layer.

Available from sosserum.co.uk (£16), Amazon (£15.40), Superdrug (£16)

Embryolisse Lait Crème Sensitive

Formulated without fragrance, the Embryolisse Lait Sensitive Crème is gentle enough for even the most reactive skin types. Enriched with skin-loving vitamins and fatty acids, it soothes and hydrates without irritation, making it a go-to multitasker for sensitive skin.

Available from Sephora (£26.99) and Amazon.

SOS SPF 50 Sun Cream

Sun protection is non-negotiable, daily use of a broad-spectrum SPF 50 prevents UV damage and pigmentation. Strengthen the skin’s barrier with high activity emulsion formulations – creams and serums over lotions.

Available from sosserum.co.uk (£17), Amazon (£16), Superdrug (£17)

WONDERBALM

WONDERBALM is your go-to solution for a myriad of skin needs. It’s a versatile gem that slips into your skincare routine to banish dryness, provide deep hydration and restore damaged skin.

Available from wonderbalm.com (£29), Amazon (£29)