Serbian women’s views on skin, skincare, and positive ageing during menopause: A qualitative study

Women in perimenopause and postmenopause navigate a complex landscape of skincare products and skincare amid societal pressures to maintain a youthful appearance. The research on how women in perimenopause and postmenopause experience facial skin ageing, skincare, and use of skincare products in middle-income countries is limited. This exploratory qualitative study aims to understand how Serbian women during perimenopause and postmenopause perceive skin ageing, skincare, and the use of skincare products. A purposive sample of women aged 40-60 living in urban cities in Serbia, who are users of skincare products, was recruited to the study. Six online focus group interviews were conducted, and a reflexive thematic analysis was employed to identify key patterns and meanings within the data. Three themes were identified: ambivalence about accepting skin ageing against the societal expectations of a youthful look, empowerment through informed choices and pseudo-professionalisation, and positive ageing through the adoption of healthy skin behaviours. Women expressed a need for more information on menopause specific skincare and skincare products to make informed decisions. The study also emphasises the importance of healthcare professionals, such as pharmacists and dermatologists, in guiding women's skincare decisions. Women highlighted the ambivalence between accepting naturally occurring signs of ageing and the societal pressure to maintain a youthful appearance. Conducted in Serbia, a post-socialist Eastern European country, this study highlights the adoption of healthy skin behaviours during perimenopause and postmenopause. It deepens understanding of the factors influencing women's views and practices regarding skin and skincare.