Beauty trends come and go, but how do our physical preferences change as we move through different stages of life? To find out, we surveyed 1,000 adults from across the UK to discover which features men and women find most attractive.
Participants were grouped into four generations: Boomers, Gen X, Millennials, and Gen Z. They were also separated by sexual orientation to distinguish those attracted to men from those attracted to women.
Respondents were asked about their ideal partnerโs age, eye colour and shape, nose, lips, hair, height, body type and skin tone. Using the most common answers from each generation, we created AI-generated images to show how these preferences might look in real life. Participants were also given the option to say they had no preference for each feature. In cases where this was the most common answer, we have selected the second most common answer for visualisation purposes.
Overall, the research shows that preferences for attractiveness shift from lighter hair in Boomer women to darker hair and more athletic body types in Millennials and Gen Z. Men are generally most attractive with inverted triangle or trapezoid shaped builds, while the hourglass figure remains the preferred body type for women. Eye colour moves from blue in Boomers to brown in later generations, and wavy hair is typically favoured for men, whereas straight hair is more often preferred for women.
Key findings:
- Preference for partners their own age most popular across generations: Boomers (men 57.6%, women 71.4%), GenโฏX (men 32.8%, women 27.3%), Millennials (men 34.5%, women 30.7%), and GenโฏZ (men 58.1%, women 47.1%)
- Across every generation, men with almond-shaped eyes and button noses come out on top, with eye-shape preferences ranging from 16.8% to 25% and button noses from 26.4% to 35%.
- Light blonde hair is favoured in older women (Boomers 32.1%, Gen X 18.6%), while younger groups shift towards deeper tones, with Millennials choosing dark brown (22.7%) and Gen Z opting for black (21.4%).
- Boomers and Gen X generally preferred lean body types in men (between ~30-33% selected ectomorph), while Millennials and Gen Z shifted toward athletic builds (between 38-54% selecting mesomorph), reflecting a trend toward fitness and strength in younger generations.
- For the ideal women, the hourglass figure remains popular across all generations, but athletic traits are increasingly valued in younger generations.
Boomerโs Ideal Man
| The most popular features in Boomer men | |
|---|---|
| Most popular feature | Percentage |
| Blue eyes, Almond shape | 25% |
| Button Nose | 28.1% |
| Full Lips | 24.2% |
| Medium white to olive skin tone | 45.5% |
| Rectangle face shape | 15.2% |
| Dark Brown Hair | 27.3% |
| Wavy Hair | 30.3% |
| Short Crop Hair Style | 15.2% |
| 5’7″ to 5’9″ (~171 โ 176 cm) | 30.3% |
| Trapezoid / Classic body shape | 27.3% |
| Ectomorph body type | 30.3% |
Among the oldest participants in the study, heterosexual women and gay men aged 62 to 64, the survey explored which physical traits they found most attractive in men. Overall, this group tended to favour partners close to their own age, with 57.6% expressing a preference for men aged between 61 and 65.
Despite research suggesting that men and women find younger dates more attractive [1], our research shows that across all generations, participants tended to prefer partners within their own age group.
In terms of facial features, their top choices leaned towards natural, balanced looks rather than extreme traits. Almond-shaped blue eyes were the most popular at 25% followed by rounded blue eyes (15.6%). Research shows that in the UK, blue eyes are the most common colour (42.8%), followed by brown eyes (31.8%). [2]
This is followed by a button nose at 28.1%, full lips at 24.2%, and a rectangular face shape at 15.2%, while the second most popular lip preference was the heart-shaped look at 21.2%.
However, many expressed flexibility here, with 34.4% reporting no preference for nose shape and 30.3% having no preference for face shape. The most preferred skin tone was medium white to olive-toned at 45.5%.
Hair preferences showed a similar balance. Dark brown hair was the favourite at 27.3% while wavy textures were preferred by 30.3% and straight hair was preferred by 27.3%. Despite this, itโs common for people to start noticing grey hairs in their 30s and by the time men reach their 50s itโs expected they will have noticeable grey hairs, showing a gap between preference and reality. [3]
The second most popular hair colour for male Boomers was medium brown (15.2%), and sandy blonde was the third most popular (12.1%). Grey hair was only chosen by 3% of this group.
A short crop haircut was the most popular style at 15.2%, though 21.2% reported no specific hairstyle preference. Just 6.1% of people in this group said they preferred shaven or no hair despite the fact that the UK currently has one of the highest percentages of bald men (40.09%). [4] Alongside this, itโs reported that around 50% of men aged 50 will have noticeable hair loss. [5]
When considering body shape, 30.3% of participants reported no strong preference, but 27.3% chose the trapezoid or classic build. This body shape is characterised by broad shoulders, a narrower waist, and balanced proportions. The third most popular body shape was rectangle (21.2%), where the shoulders and hips are roughly the same width with little waist definition.
In terms of body type, 33.3% had no preference, but almost a third (30.3%) were drawn to the ectomorph frame, which is typically lean with long limbs and low body fat. In addition to this, the most popular height for this group was 5’7″ to 5’9″ (around 171-176 cm), selected by almost a third (30.3%). The joint second most popular heights were 5’10” to 6’0″ (~178-183 cm) and 6’1″ to 6’4″ (~186-194 cm) (21.2%), suggesting there is also a preference for taller men in this group.
Boomerโs Ideal Woman
| The most popular features in Boomer woman | |
|---|---|
| Most popular feature | Percentage |
| Blue eyes, round shape | 21.4% |
| Button nose | 39.3% |
| Full lips | 32.1% |
| White, fair skin tone | 50% |
| Oval / round face shape | 25% |
| Light blonde hair | 32.1% |
| Straight hair | 46.4% |
| Long hair (mid back to waist)Medium hair length (shoulder to mid back)Mid short hair length (between ears and shoulders) | 21.4% |
| 5’7″ to 5’9″ (~171 โ 176 cm) | 28.6% |
| Hourglass body shape | 39.3% |
| Ectomorph body type | 39.3% |
The study also examined responses from heterosexual men and lesbian women in the Boomer category to identify the traits they found most attractive in women. Similar to the preferences for male Boomers, this group most commonly favoured women aged 61 to 65, with 71.4% indicating this range.
For facial features, blue eyes was the most popular colour, though the preferred shape shifted to rounded at 21.4%. The second most popular eye shape and colour was almond shaped blue eyes (17.9%).
Button noses and full lips were the top choices, selected by 39.3% and 32.1% of participants respectively, mirroring the preferences found for ideal male Boomers. The second most popular type of nose was a Roman nose, selected by 17.9%. A Roman nose is described as having a high, prominent bridge that creates a slightly curved profile.
In terms of skin tone, fair to white skin was preferred by half of this group (50%), while rounded and oval face shapes were equally most popular, selected by 25%.
Light blonde hair was favoured by 32.1% of respondents in this group, and straight hair was preferred by 46.4%. The second most popular hair colour and type was light brown (17.9%) and wavy (32.1%).
Length, however, was less decisive, with roughly one in five (21.4%) choosing long hair (mid-back to waist), medium length (shoulder to mid-back), or mid-short (between ears and shoulders). For visualisation purposes, the study used medium length as a midpoint among the most popular choices.
When it comes to body characteristics, the most preferred height was between 5’7″ and 5’9″ (approximately 171-176 cm) (28.6%). The hourglass shape emerged as the most popular at 39.3%, defined by roughly equal bust and hip measurements with a defined waist. Interestingly, similar to the ideal male Boomer, the ectomorph body type was also frequently cited as attractive, with 39.3% selecting this physique.
Gen Xโs Ideal Man
| The most popular features in Gen X man | |
|---|---|
| Most popular feature | Percentage |
| Brown eyes, almond shape | 16.8% |
| Button nose | 35% |
| Heart shaped lips | 21.1% |
| Medium white to olive skin tone | 33.3% |
| Round face shape | 18.9% |
| Dark brown hair | 18.3% |
| Wavy hair | 34.4% |
| Short fade / taper hair style | 21.7% |
| 5’10” to 6’0″ (~178 โ 183 cm) | 32.2% |
| Trapezoid / Classic body shape | 23.9% |
| Ectomorph body type | 33.9% |
Among Gen X respondents aged 45 to 61, the most attractive men were typically aged 46 to 50, indicating a clear preference for partners close to their own stage of life.
Almond-shaped brown eyes were most popular at 16.8%, and button noses were selected by 35%, reflecting a similarity with Boomers, where button noses were also highly favoured.
While Boomers showed a preference for fuller lips, one in five (21.2%) Gen X participants chose heart shaped lips as the type they find most attractive. Medium white to olive skin tones were the most popular in men for both generations, selected by 33.3% of this group.
Dark brown hair was the most preferred colour, selected by 18.3% and wavy textures selected by 34.4%. Short fades were the most popular style at 21.7%. These preferences are consistent with the ideal Boomer man, who also favoured short, wavy, dark brown hair.
When it comes to body shape, Gen X leaned toward flexibility as 28.3% had no preference, while 23.9% favoured the trapezoid build.
Ectomorph physiques were also popular (33.9%). The most preferred height was also 5’10” to 6’0″ (~178-183 cm), selected by 32.3% of this group.
Gen Xโs Ideal Woman
| The most popular features in Gen X woman | |
|---|---|
| Most popular feature | Percentage |
| Brown eyes, almond shape | 14.8% |
| Button nose | 42.6% |
| Full lips | 27.3% |
| Medium white to olive skin tone | 32.8% |
| Round face shape | 18.6% |
| Light blonde hair | 18.6% |
| Straight hair | 44.3% |
| Medium hair length (shoulder to mid back) | 29% |
| 5’4″ to 5โ6″ (~163 โ 168 cm) | 29% |
| Hourglass body shape | 37.7% |
| Ectomorph body type | 34.4% |
For Generation X, heterosexual men and lesbian women identified their ideal female partners as having brown eyes with an almond shape (14.8%), a button nose (42.6%) and full lips (27.3%). Skin tone preferences mirrored those for the ideal male Gen X, with medium white to olive selected by 32.8%, and a round face shape was most popular at 18.6%. Notably, slightly more participants (19.7%) expressed no preference for face shape.
Light blonde hair was favoured by 18.6%, straight textures by 44.3%, and medium-length styles (shoulder to mid-back) were most popular at 29%.
The most preferred height for the ideal Gen X woman was 5’4″ to 5’6″ (163-168 cm), and body shape preferences highlighted the continued appeal of the hourglass figure, selected by 37.7% of participants in this group. An ectomorph body type was also highly favoured in this group at 34.4%, echoing the generational pattern for lean, proportionate physiques.
Millennialโs Ideal Man
| The most popular features in Millennial man | |
|---|---|
| Most popular feature | Percentage |
| Brown eyes, Almond shape | 23% |
| Button Nose | 26.4% |
| Full Lips | 21.3% |
| Medium white to olive skin tone | 30.5% |
| Inverted triangle face shape | 14.4% |
| Dark brown hair | 28.9% |
| Wavy hair | 37.4% |
| Short fade / taper hair style | 29.9% |
| 5’10” to 6’0″ (~178 โ 183 cm) | 32.2% |
| Inverted Triangle / V-shape / Athletic body shape | 23.6% |
| Mesomorph body type | 38.5% |
Among Millennials (aged between 29 and 44), heterosexual women and gay men identified men aged 31 to 35 as the most attractive, continuing the pattern observed in older generations of preferring partners close to their own age.
Almond-shaped brown eyes were most popular at 23%, while button noses (26.4%) and full lips (21.3%) were also highly favoured. Medium white to olive skin tones were preferred by 30.5%, and the inverted triangle face shape was the most popular at 14.4%, while 17.2%, expressed no preference for face shape. The inverted triangle face shape is often defined in men as a broad forehead, high cheekbones, and a narrower jaw and chin.
Hair preferences followed patterns seen in other ideal male age groups. Dark brown hair was most popular (28.9%), with wavy textures favoured by 37.4%. Short fades were the most commonly selected hairstyle at 29.9%.
Height preferences showed a slight increase compared with the oldest generation, with 5’10” to 6’0″ (178-183 cm) being most popular among almost a third of participants (32.2%). Body shape preferences highlighted a generational shift toward athletic forms as the inverted triangle, or โathleticโ build, was selected by 23.6%. This shape is characterised by broad shoulders, a narrow waist and hips, and often a muscular upper body. Interestingly, an equal proportion (23.6%) reported no preference for body shape, maintaining the trend of flexibility seen in older generations.
Mesomorph body types were the most attractive overall, selected by 38.5%. This body type is typically defined by a naturally athletic, muscular build, showing a subtle change from the ectomorph preference in Boomers and Gen X toward a slightly more muscular ideal in younger generations.
Millennialโs Ideal Woman
| The most popular features in Millennial woman | |
|---|---|
| Most popular feature | Percentage |
| Brown eyes, round shape | 14.2% |
| Button nose | 35.8% |
| Full lips | 29% |
| Medium white to olive skin tone | 26.7% |
| Round face shape | 20.5% |
| Dark brown hair | 22.7% |
| Wavy hair | 38.6% |
| Medium hair length (shoulder to mid back) | 25% |
| 5’4″ to 5″6″ (~163 โ 168 cm) | 31.3% |
| Hourglass body shape | 33.5% |
| Mesomorph body type | 38.6% |
Among Millennials, heterosexual men and lesbian women indicated that the most attractive women were aged 31 to 35, continuing the pattern of age-aligned preferences seen in other generations. Rounded brown eyes were the most popular at 14.2%, and button noses were the clear favourite, selected by over a third of participants (35.8%). Full lips were preferred by 29%. Although in our recent UK Body Change Survey, only a small proportion of respondents said they would change their lips, of those who would, 93.8% were women, and overall women rated their lips an average of 6.8 out of 10.
Alongside this, medium white to olive skin tones were chosen by 26.7% and rounded face shapes were the most attractive at 20.5%.
Dark brown hair was favoured by 22.7%, with wavy textures most popular, selected by 38.6%. Medium-length hair (shoulder to mid-back) was a preference by 25%.
Height preferences mirrored that of the ideal Gen X woman, with 5’4″ to 5’6″ (163-168 cm) being most popular (31.3%). Body shape preferences highlighted the enduring appeal of the hourglass figure, chosen by 33.5% of participants.
Mesomorph body types, representing naturally athletic and muscular builds, were preferred by 38.6%, showing a subtle shift from the ectomorph-dominated preferences of Boomers and Gen X toward a slightly more athletic ideal in younger generations.
Gen Zโs Ideal Man
| The most popular features in Gen Z man | |
|---|---|
| Most popular feature | Percentage |
| Brown eyes, Almond shape | 22.6% |
| Button Nose | 34.4% |
| Full Lips | 34.4% |
| Medium white to olive skin tone | 33.3% |
| Inverted Triangle face shape | 22.6% |
| Dark brown hair | 25.8% |
| Wavy hair | 39.8% |
| Short fade / taper hair style | 30.1% |
| 5’7″ to 5’9″ (~171 โ 176 cm) | 28% |
| Inverted Triangle / V-shape / Athletic body shape | 26.9% |
| Mesomorph body type | 54.8% |
Among Generation Z, heterosexual women and gay men indicated that the most attractive men were aged 25 to 30, continuing the pattern observed in Millennials, Gen X, and Boomers of favouring partners close to their own age.
Almond-shaped brown eyes were the most preferred at 22.6%, while button noses were selected by 34.4% and full lips by 34.4%. Although 17.2% said they had no preference of nose shape, the second most popular feature was a Roman nose, selected by 12.9%. Medium white to olive skin tones were most popular at 33.3% and the inverted triangle face shape was favoured by 22.6%.
Dark brown hair was preferred by 25.8%, with wavy textures selected by 39.8%. Short fade or taper hairstyles were the most popular at 30.1%, continuing the generational trend seen in Millennials and Gen X.
Height preferences for Gen Z men were slightly lower than for Millennials, with 28% of this group finding 5’7″ to 5’9″ (171โ176 cm) most attractive, whereas the average height for men in the UK is 1.78m (5โ10โ). [6]
Body shape preferences highlighted a strong preference for the inverted triangle or โathleticโ build, chosen by 26.9%. Mesomorph body types, representing a naturally athletic and muscular physique, were most preferred at 54.8%, following Millennialsโ male preferences and a generational shift from the ectomorph ideals of older participants.
Gen Zโs Ideal Woman
| The most popular features in Gen Z woman | |
|---|---|
| Most popular feature | Percentage |
| Brown eyes, Almond shape | 20% |
| Button Nose | 30% |
| Full Lips | 27.1% |
| White, fair skin tone | 35.7% |
| Heart shaped face | 14.3% |
| Black hair | 21.4% |
| Straight hair | 31.4% |
| Long hair (mid back to waist) | 20.3% |
| 5’7″ to 5’9″ (~171 โ 176 cm) | 30% |
| Hourglass body shape | 37.1% |
| Mesomorph body type | 45.7% |
Among Generation Z, an equal number of heterosexual men and lesbian women indicated that the most attractive women were aged 18 to 24 and 25 to 30 (47.1%), continuing the generational pattern of favouring partners close to their own age.
Almond-shaped brown eyes were the most popular, chosen by one in five (20%), and button noses were selected by 30% of participants in this group. Full lips were preferred by 27.1% and fair to white skin tones were most attractive to 35.7%. Research shows that lip fillers continue to be a popular treatment in the UK, and Gen Z patients are showing more interest in treatments targeting their lips. [7]
The heart-shaped face was the most preferred at 14.3%, however 15.7% of people in this group said they had no preference for this feature.
Hair preferences emphasised length and texture. Black (21.4%), straight hair (31.4%) was favoured, along with long hair (mid-back to waist) (20.3%). This shows a contrast with older generations who tended to favour shorter or medium-length styles.
Height preferences for women were higher than in previous generations, with 5’7″ to 5’9″ (171-176 cm) being most attractive to 30% of participants in this group. However, the average height for women in the UK is 1.64 m (5โ4โ), slightly shorter than this group’s preference. [6]
Body shape preferences highlighted the hourglass figure as the most appealing, chosen by 37.1% while mesomorph body types, representing naturally athletic and muscular builds, were most preferred at 45.7%. This reflects a continuation of the trend toward lean but athletic physiques observed in Millennials. A combination liposuction, a tummy tuck and a Brazilian Butt Lift (BBL) can enhance the natural curves of an hourglass shape. In 2024, over 2 million liposuction surgeries (2,087,189) were performed around the world, highlighting the popularity of this cosmetic procedure in achieving a sculpted and defined figure. [8]
Methodology
This survey was conducted on behalf of CREO Clinic by a third-party survey provider. A total of 1,000 UK adults aged 18-64 completed the survey on 31st October 2025. Respondents were recruited online and screened to ensure a broad mix of demographic backgrounds. The survey provider is ISO-certified and carries out 11 trust verifications.
The sample was segmented by:
Sexual Orientation: Hetrosexual, Gay, Lesbian, Bisexual, Pansexual, Asexual, Other
Note: Bisexual, Pansexual, Asexual and participants that selected Other were excluded from this survey because the study was unable to determine their preference of gender.
Age groups:
- Gen Z, 18-28 – 163 participants
- Millennial, 29-44 – 350 participants
- Gen X, 45-61 – 356 participants
- Boomer, 62-64 – 61 participants
Respondents were asked about:
- Their facial preferences, including eye colour and shape, nose, lips, skin tone and face shapes
- Their hair preferences, including hair type, length and style
- Their body preferences, including height, body shape and type
- The age range they currently find most attractive
Sources
[1] The Guardian, โBoth men and women prefer younger partners, study findsโ, 2025
[2] World Population Review, โEye Color Percentage by Country 2025โ, 2025
[3] LโOreal, โHow to go grey gracefullyโโ
[4] World Population Review, โBaldness by Country 2025โ, 2025
[5] Bosley, โWhat is the Average Age People Start Losing Hairโ
[6] Worlddata.info, โAverage height and weight by countryโ
[7] Aesthetic Medicine, โConsumer demand for dermal fillers continues to surge in the UK, driven by Millennials and mid-face trendsโ, 2025[8] ISAPS, โISAPS INTERNATIONAL SURVEY ON AESTHETIC/COSMETIC PROCEDURES performed in 2024โ, 2024
