I think a large part of it is also skin care. Prior to millennial generations, tanning was big, sunscreen was not, and millennial was the first generation where that really changed.
My mom actually brought this up (I’m 38, she’s in her mid 60’s). When she was a kid, you were outside a lot, and not wearing sunscreen, and tan was in. Whereas when I was a kid, my mom was lathering me up, and those habits stuck.
Photoaging of skin is a huge thing
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