The 5 Biggest Skincare Mistakes I See (And How To Fix Them)

Walk into any beauty retailer or spend five minutes on TikTok and you'll be told you need a ten-step routine, three different acids, a retinol, vitamin C, peptides, overnight masks and a serum you've never heard of before.

It's no wonder so many people feel overwhelmed.

One of the things I enjoy most about consultations is talking about skincare, because quite often the solution isn't buying more products. In fact, it's usually the opposite.

Over the years I've noticed the same patterns cropping up again and again. Clients who are doing too much, using products that don't suit their skin, or spending a small fortune without really knowing whether anything is making a difference.

Healthy skin doesn't have to be complicated. Consistency almost always beats complexity.

Here are five of the most common mistakes I see – and how a few small changes can make a surprisingly big difference.

1. Chasing Trends Instead of Listening to Your Skin

If you've ever bought a skincare product because everyone on social media was talking about it, you're definitely not alone.

The trouble with skincare trends is that they're designed for the algorithm, not for your face.

One week everyone's layering five different acids. The next it's beef tallow. Then suddenly everyone's convinced they need a new miracle ingredient that's going to transform their skin overnight.

Sometimes those products are brilliant.

Sometimes they're completely wrong for you.

Skin isn't one-size-fits-all, and what works beautifully for your favourite influencer could leave your skin feeling dry, irritated or breaking out.

Rather than asking "What's everyone else using?" it's far more useful to ask "What is my skin actually trying to tell me?"

Dryness, sensitivity, congestion and pigmentation all need different approaches. Following every trend usually just makes it harder to work out what's helping and what's not.

2. Forgetting That SPF Is Your Best Anti-Ageing Product

If I could recommend just one product to almost every client, it would probably be sunscreen.

Not because it's glamorous.

Not because it's expensive.

Simply because nothing else comes close when it comes to protecting your skin.

We often think of SPF as something for holidays or particularly sunny days, but UV exposure happens all year round… even in the middle of a British winter.

Over time, sunlight is one of the biggest contributors to fine lines, pigmentation and loss of collagen. That's why even the most advanced treatments will struggle to deliver long-lasting results if your skin isn't being protected afterwards.

You don't need an elaborate routine.

Just finding an SPF you genuinely enjoy wearing every day is one of the best investments you can make in your skin.

3. Expecting One Treatment to Do Everything

This is probably one of the biggest misconceptions I come across.

Clients will often ask me, "What's the best treatment?"

The honest answer is that there isn't one.

Every treatment has a different job to do.

Anti-wrinkle injections help soften lines caused by facial movement.

Dermal fillers restore volume and enhance facial contours.

Skin boosters improve hydration and skin quality.

Microneedling encourages collagen production and can help improve texture over time.

The best results usually come from understanding what you're trying to improve first, rather than searching for one treatment that's supposed to fix everything.

Sometimes the smallest, most targeted treatment can make the biggest difference.

4. Changing Your Routine Every Few Weeks

We've all done it.

A new cleanser catches your eye.

A serum promises brighter skin.

A friend recommends something they've been loving.

Before you know it, you've replaced half your skincare routine.

The problem is that skin needs time.

Most active ingredients take weeks, sometimes months, before you'll see meaningful changes. If you're constantly switching products, it's almost impossible to know what's working.

I'd much rather see someone using a simple routine consistently than a bathroom shelf full of expensive products they've only used twice.

Good skincare isn't about perfection.

It's about building habits you can actually stick to.

5. Thinking Healthy Skin Means Perfect Skin

This might be my biggest one.

We've become so used to filtered photos and flawless faces online that many people arrive at appointments believing their skin should look completely smooth.

Real skin doesn't.

It has pores.

It has texture.

It changes with hormones, stress, sleep, the weather and life in general.

The goal shouldn't be perfection.

It should be healthier, stronger skin that feels like yours.

Sometimes that means improving hydration.

Sometimes it's softening pigmentation.

Sometimes it's simply giving someone the confidence to stop wearing quite so much foundation.

Those are the moments I love most.

Because skincare isn't really about looking perfect.

It's about feeling comfortable enough in your own skin that you stop noticing every tiny flaw.

So... Where Should You Start?

If you're feeling overwhelmed by skincare, my advice is always the same.

Keep things simple.

Protect your skin every day.

Be patient.

And if you're not sure what's right for you, ask.

A consultation isn't just about treatments. It's a chance to talk about your skin, your routine and your goals, so you leave with a plan that actually makes sense for you.

After all, the best skincare routine isn't the one with the most products.

It's the one you'll still be following six months from now.