Majority of Americans neglect to protect skin from pollution, finds study

The majority of Americans have been found to neglect protecting their skin from pollution, despite having knowledge of the damaging effects of airborne pollution on skin health, according to a new study conducted by skin care firm H2O+ Beauty.

It was found that though majority of people are aware of the risks, only 33% buy skincare products to protect from pollution and other environmental stresses.

H2O+ Beauty chief executive officer Joy Chen said: "The data indicates a serious rift between general awareness of the damage that pollution can cause to your skin, and the understanding that you can shield your skin from harm with certain products."

Air pollution particles can penetrate skin pores as these particles are 20 times smaller than the pores. Exposure to these particles damages the skin integrity, leading to visible signs of aging.

Most Americans understand the visible damage to skin caused by sun exposure and are ready to buy sun protection products, but people aware of damage due to airborne chemicals do not readily purchase skincare products to combat them.

The study also showed that men are less informed than women about the effects of pollution on skin. Furthermore, men consider protection to be of less priority.

Chen added: "There's a real opportunity for the beauty industry to take more action to help protect our skin against harmful airborne toxins."

H2O+ Beauty has recently launched a new collection of products under Aquadefense to counter the harmful effects of pollution on skin.