The Power of Social Media in the Beauty & Cosmetics Industry
Let’s take a look at what our Beauty Buddies have to say on the subject.
Social media has revolutionised the beauty and cosmetics industry, creating a space where brands and consumers interact, trends emerge, and purchasing decisions are shaped. With billions of users engaging daily across platforms like Instagram, TikTok, YouTube, and Pinterest, the industry must understand how each platform influences beauty culture, sales and consumer behaviour.
Social media acts as a marketplace, inspiration hub and educational resource for beauty enthusiasts. Unlike traditional advertising, digital platforms foster a two-way conversation, allowing brands to connect directly with their audience through engaging and interactive content. Consumers look to social media for product recommendations, application techniques and trend insights, making it a powerful tool for influencing their purchasing habits.
How Social Media Creates Demand in the Beauty Industry
Social media accelerates beauty trends and influences what consumers feel they ‘need’ in their routines. Viral products, influencer endorsements, and trending skincare techniques drive demand for specific items. A product that gains traction on TikTok or Instagram can sell out within hours, proving the power of digital influence on consumer spending.
Additionally, social media fosters a sense of urgency through limited-edition releases, exclusive collaborations, and countdowns to product launches. This strategy keeps audiences engaged and encourages immediate action, leading to higher sales and brand loyalty.
Furthermore, social media creates a cycle of continuous demand. As consumers see beauty influencers and everyday users incorporating new products into their routines, they feel the need to update their own beauty collections. This cycle keeps engagement high and ensures that beauty trends are always evolving, sustaining the industry's rapid growth.
The Impact of Social Media on Purchasing Decisions
The influence of social media on beauty purchases is undeniable. According to our latest survey;
97% of respodents said they have purchased a beauty, skincare, or wellness product after seeing it on social media.
This staggering statistic highlights the immense power that digital platforms hold over consumer decisions.
The findings indicate that product recommendations from influencers, beauty experts, and everyday users significantly impact what consumers buy. This level of influence extends beyond just trend-driven products—it shapes long-term brand loyalty and purchasing habits. Beauty brands that harness the power of social media not only drive sales but also cultivate a dedicated audience that trusts their recommendations.
These insights reinforce the need for brands to maintain an active and authentic presence on social platforms. Engaging with consumers through real reviews, interactive content, and transparent brand messaging helps build credibility and strengthens consumer relationships.
The Importance of Honest and Genuine Content
In an industry driven by aesthetics and marketing, authenticity remains crucial. Consumers increasingly seek real experiences, honest reviews, and user-generated content before making a purchase. Overly polished advertisements are often met with skepticism, while unfiltered testimonials and transparent brand storytelling build trust.
Brands that prioritise honesty—whether through behind-the-scenes content, raw product demonstrations, or engaging directly with customer feedback—foster a loyal and engaged community. Influencers and content creators who maintain credibility by sharing genuine opinions also play a significant role in shaping consumer trust and purchase decisions.
Social media is not just a marketing tool—it is a fundamental driver of modern beauty culture. By understanding its impact and adapting to the ever-evolving digital landscape, beauty brands can strengthen their presence, foster trust, and ultimately shape the future of the industry.
Check out the results of our in-house survey and exploring what our Beauty Buddies have to say about this topic, gaining deeper insights into how social media shapes their beauty choices.
Social Media Platform Usage
Among the surveyed users, Instagram emerges as the most widely used social media platform, with 95% of respondents actively engaging with it. TikTok follows at 76%, highlighting its strong presence among users. Despite being a long-established platform, Facebook retains a significant 63% usage rate. Meanwhile, YouTube is used by 27%, while Pinterest and Twitter/X see lower engagement at 16% and 11%, respectively.
Discovery of Beauty Products via Social Media
A significant 74% of respondents report discovering beauty, skincare, or wellness products very often through social media.
An additional 21% discover products often, while 4% encounter them sometimes.
None of the respondents claim to have never discovered new products on these platforms.
Primary Platforms for Beauty Product Discovery
When it comes to discovering new beauty, skincare, or wellness products, Instagram stands out as the leading platform, with 70% of respondents selecting it as their primary source. TikTok follows at 21%, while Facebook is used by 8% of users.
Pinterest and YouTube have minimal usage, with 1% and 0%, respectively, claiming them as their primary platforms.
Purchases Influenced by Social Media
An overwhelming 97% of respondents have purchased a beauty, skincare, or wellness product after seeing it on social media.
Frequency of Purchases
Among those who have purchased a beauty, skincare, or wellness product after seeing it on social media, 44% make purchases at least once every two to three months, while 35% buy products every month.
14% make purchases at least once every six months, and 5% purchase at least once a year.
Only 2% do not make purchases based on social media recommendations.
Following Influencers for Beauty
A significant 83% of respondents follow influencers who discuss beauty, skincare, or wellness products, while 17% do not.
Most Engaging Beauty Content
The most engaging and helpful type of beauty content for respondents is product reviews/demonstrations, with 86% selecting it.
Tutorials/how-tos also draw significant interest, with 65% of respondents finding them helpful.
Get ready with me videos are popular with 51%, while user-generated content appeals to 45%.
Sponsored posts/ads and live streams are less popular, with 28% and 20% of respondents engaging with them, respectively.
Trust in Social Media Recommendations
A majority of 59% of respondents mostly trust social media recommendations, with 14% completely trusting them.
24% remain neutral towards social media recommendations, while a small percentage, 2%, mostly distrust them.
None of the respondents completely distrust social media recommendations.
Preference for Purchasing Beauty Products
The majority of respondents, 72%, prefer to purchase beauty, skincare, and wellness products both online and in physical stores. 22% prefer to shop online, while 6% favor physical stores for their purchases.
Preferred Type of Online Store for Beauty Purchases
When shopping online for beauty, skincare, and wellness products, 79% of respondents prefer multi-brand e-commerce platforms such as Amazon, Sephora, Boots, and Lookfantastic.
16% favor shopping on brand websites, while only 5% prefer social media shops like Instagram Shopping or TikTok Shopping.
Are you keen to gather valuable feedback and insights directly from your target audience? Don't hesitate to reach out to us today to discuss the exciting possibilities of running targeted surveys. Let us help you achieve your goals!
We understand the importance of knowing your target audience. Do you make assumptions about your consumers, their preferences, opinions and needs? Understanding your consumers is key to ensuring your business decisions are well-informed and effective.
AT PXBB we run targeted survey campaigns, through Beauty Buddy the app, for our clients. Surveys provide answers, generate fresh data and insights, they substantiate assumptions and also help identify new trends.
More blogs…
