● Over six in ten Brits (62%) admit bathroom selfies give them the ‘ick’

● Yet nearly half (45%) of current or former dating app users confess they have taken or uploaded one1

● Hiding your face with your phone (50%), dirty mirrors (49%) and duck faces (46%) are among the biggest bathroom selfie turn-offs²

● Almost three in ten (29%) bathroom selfie-takers have used a luxury hotel or restaurant bathroom because their own wasn't attractive enough¹

● Wickes and TV relationship expert Anna Williamson launch the ‘Bathroom Selfie Guide’, revealing easy fixes to turn the bathroom into a swipe-right ready space

New research commissioned by home improvement retailer Wickes reveals that while over six in ten Brits (62%) say bathroom selfies give them the ‘ick’, nearly half (45%) of current or former dating app users admit they have taken or uploaded one themselves.¹

From last-minute outfit checks to pre-date snaps, Britain’s bathrooms have quietly become the backdrop for millions of dating app profile pictures. Yet they ranked low when Brits are asked which dating profile backdrop would be most likely to make them say yes to a date. Just 2% selected a bathroom, making it the second least popular profile backdrop in the study.¹

Among current or former dating app users, 15% currently have a bathroom selfie on their profile, 17% have since removed one and 13% took one but ultimately decided against uploading it. The trend is particularly popular among younger generations, with more than two thirds (69%) of Gen Z dating app users admitting to taking a bathroom selfie, compared with almost one in five (19%) of Baby Boomers.¹

Daters are also going to surprising lengths to improve their pictures. Among those who have taken a bathroom selfie, 34% have moved clutter out of frame, a further 34% have cleaned a dirty mirror, and almost three in ten (29%) have used a luxury hotel or restaurant bathroom because their own did not feel attractive enough.¹

Having spotted customers occasionally using bathroom showroom displays as selfie backdrops, Wickes has launched dedicated Bathroom Selfie Stations across selected UK stores this October. Featuring flattering lighting, premium mirrors and stylish backdrops, the stations are designed to help dating app users capture a more swipe-right-ready profile picture.

To coincide with the launch, Wickes has teamed up with TV relationship expert, psychotherapist and presenter Anna Williamson and dating platform Breeze to help Brits upgrade their bathroom selfie game.

To understand what people are really noticing in bathroom selfies, Breeze surveyed its active user base² and found that what is happening in the background can be just as important as the selfie itself. The biggest bathroom-related turn-offs identified by users include:

● Covering or hiding your face with the phone: 50%

● A dirty or water-splashed mirror: 49%

● Pouting or a duck face: 46%

● Background clutter (toiletries, laundry): 42%

● A toilet visible in the background: 39%

● Poor or harsh lighting: 24%

TV relationship expert, psychotherapist and presenter Anna Williamson says: “Let's be honest, bathroom selfies aren't going anywhere. People might roll their eyes at them, but if you've got good lighting and a decent mirror, it's often the easiest place to grab a picture for your dating profile.

“The problem usually isn't the selfie itself, it's everything else in the shot. A dirty mirror, a loo in the background, clutter around the sink or a pile of laundry on the floor can instantly distract from what should be the star of the photo: you.

“The good news is that most of the biggest dating profile turn-offs are incredibly easy to fix. A quick tidy-up, better lighting and a bit more thought about what's visible behind you can be the difference between someone swiping past and someone wanting to know more.”

Anna Williamson’s Bathroom Selfie Guide

To help singles put their best foot forward, Anna shares her top five tips:

1. Keep It Natural and Well Lit: Natural daylight is your best friend. If that’s not available, choose soft, layered bathroom lighting and avoid harsh overhead lights. Relax your shoulders, step back from the mirror and avoid making the picture feel overly posed.

2. Clean the Lens and the Mirror: Toothpaste splashes, steam marks, and fingerprints show surprisingly clearly in photos. Wipe both your mirror and camera lens before snapping.

3. Clear the Background Chaos: Move toiletries, laundry, toothbrushes and other bathroom items out of frame. Don’t forget to put the toilet seat down!

4. Frame Appropriately: Don’t hide behind your phone. Position it slightly to one side and look towards the lens.

5. The Mirror Self-Talk Reset: Before taking the shot, look in the mirror and notice the first thing you say to yourself. If you wouldn't say it to a friend, don't say it to yourself. Confidence is the ultimate green flag!

Tim Richards, Head of Bathrooms at Wickes, adds: “Our research shows people are already going to surprising lengths to improve their bathroom selfies, from moving clutter and cleaning mirrors to seeking out luxury hotel bathrooms. But many of the things putting people off in photos are the same issues that can make a bathroom feel less enjoyable to use every day.

“Simple improvements such as better lighting, smarter storage and updated fixtures can make a real difference. Whether you’re planning a full renovation or small upgrades, our Design Consultants can help create a bathroom that’s both practical and photo-ready.”

ENDS

Research Methodology:

1Mortar carried out a nationally representative survey of 2,022 UK adults (18+). Respondents were incentivised and each provided opt-in consent in line with MRS and GDPR guidelines. The research was carried out online between 21st – 24th August 2026. Mortar is a member of the British Polling Council.

2Breeze Research (September 2026): Survey of ~1,000 active Breeze app users

For more information, please get in touch with the Wickes Press Office at Clarion Communications on 020 7479 0910 or email wickes@clarioncomms.co.uk

Or visit our website wickes.co.uk

Instagram: @Wickes

X: @Wickes

Facebook: @Wickes

Tiktok: @Wickes

Press Loft linked here

About Wickes

Wickes is a digitally led, service-enabled home improvement retailer. With an extensive range of products and DIY brands, a Kitchen & Bathroom design and installation service, solar panel offerings, and a loyalty scheme for local trade, Wickes is the perfect partner to help with both small and large-scale projects. With 231 stores across the UK and an extended range online, it has everything customers need, whether an amateur DIY-er or trade professional.

Wickes was named Bathroom Retailer of the Year and won Best Classic Bathroom Range, for Wickes Bayswater, at the Ideal Home Awards 2026.

Logo

Images

Tags

More Like This

Picture perfect? Brits prioritise a good snap over fun, relationships and their own safety

PHOTO FAILS: Brits* have an average of 339 'outtakes' on their phones

Bad bathrooms blocking business growth on the UK high street

OVER A QUARTER OF BRITS ADMIT THEY DON'T LIKE THEIR WEDDING PHOTOGRAPHS* REVEALS HONOR

BRITAIN’S DIRTY SECRET: WHY TOILET ANXIETY COULD BE SENDING BRITS LOO-LALLY

BRITAIN’S DIRTY SECRET: WHY TOILET ANXIETY COULD BE SENDING BRITS LOO-LALLY

THINK NO ONE'S LOOKING? Brits Admit It's Easy to See Others' Phone Screens in Public

New Research Uncovers the Shocking Reality of Hygiene Poverty Impacting Families Across the UK