Why Reviews Matter: Understanding Their Power in Beauty Buying Decisions
Let’s take a look at what our Beauty Buddies have to say on the subject.
In today’s digital-first beauty landscape, reviews are no longer a “nice-to-have” — they are a critical step in the decision-making process for beauty consumers. Whether shopping for skincare, makeup, or haircare, today’s buyers want real-life opinions and visible results before they commit to a new product.
With countless options available online and in-store, reviews help cut through the noise and build a sense of trust. Consumers are no longer just influenced by glossy ads or celebrity endorsements; instead, they turn to the experiences of people like them. A well-written, honest review can highlight how a product performs on different skin types, how it feels upon application, and whether it lives up to its claims — making it a powerful form of social proof that drives confidence and ultimately, conversion.
At Beauty Buddy, we ran an in-house survey to better understand just how influential reviews are in this process — and the results make one thing clear: reviews shape behavior, influence confidence, and often seal the deal.
💡 Key Insights from the Survey
Over 8 in 10 beauty shoppers regularly check reviews.
When asked how often they read reviews before buying a beauty product:
52% said they always read reviews
36% said they do so most of the time
Less than 1% said they never read reviews
That means nearly 90% of beauty buyers are actively engaging with reviews to guide their purchase decisions.
💬Reviews are not optional anymore — reviews are a vital part of the journey
We also asked how important customer reviews are when deciding to buy a new beauty product:
49% said they are very important
33% said extremely important
Only 1% said reviews were not important at all
That’s a powerful 82% placing high value on reviews when deciding what to buy.
🎥 The Rise of Video Reviews
Video content has reshaped how beauty lovers learn about products. So how do video reviews compare to written ones?
70% of respondents said video reviews are equally important as written reviews
16% find them more important
Only 8% consider them less important, and 5% don’t watch them at all
Clearly, platforms like TikTok, YouTube, and Instagram are just as valuable as written reviews — giving beauty brands even more opportunities to reach and convert consumers visually. It's not just about words anymore — it's about seeing textures, finishes, real results, and application tips in action.
🔍 Where Are Consumers Looking for Reviews?
We asked where people go to find beauty reviews, and here’s where they’re browsing most often:
69% use online retailers like Amazon, Sephora, and Boots
68% use Beauty Buddy as a review destination
65% turn to social media (Instagram, TikTok, YouTube)
54% check brand websites
40% read beauty blogs or websites
34% even Google reviews directly
This highlights the multi-platform behaviour of beauty buyers — with Beauty Buddy standing out as a trusted source where real users share real results.
🔐 What Makes a Review Trustworthy?
Consumers are selective — not just about what reviews they read, but what makes them believe it. Here's what boosts trust:
70% look for photos or videos – visuals still reign supreme in beauty
68% want a detailed description of the reviewer’s experience
51% trust reviews more when the reviewer has a similar skin type or concern
51% value a large number of reviews agreeing on the same point
39% are influenced by a ‘verified purchase’ label
The message is clear: authentic, visual, relatable reviews build trust fastest. It’s about more than just the star rating — buyers crave context, detail, and honesty.
🎁 Trust in Gifted Product Reviews — Honest Opinions Still Matter
With the rise of influencer and campaign-led marketing, we wanted to understand how consumers perceive reviews when the product was gifted:
59% said the review is somewhat trustworthy, depending on honesty
20% said they remain neutral — it depends on the reviewer
16% consider them completely trustworthy
Only 2% said they completely mistrust gifted reviews
This is why, at Beauty Buddy, we emphasise honesty and helpfulness in every campaign. Even when a product is gifted, we ask our users to share their genuine experience, including things they loved or didn’t. We believe that authentic feedback helps both future buyers and the brands behind the product.
🧠 What This Means for Beauty Brands
This data is a strong signal to brands: authentic reviews are more influential than traditional marketing alone. Consumers trust other consumers. They want to know:
What worked (or didn’t) for someone with similar skin concerns?
Was the product worth the hype?
How did it look, feel, smell, or wear over time?
By encouraging genuine, visual, and detailed reviews, brands can build loyalty, visibility, and credibility.
✅ 3 Quick Tips for Brands to Harness Review Power
Encourage post-purchase reviews — a simple email or campaign prompt can boost feedback.
Ask for photos or video — these build trust and engagement fast.
Show up on multiple platforms — from Beauty Buddy to TikTok to your own product pages.
📲 Reviews are no longer the afterthought — they’re the pre-purchase research.
From influencing brand trust to nudging conversions, they’re one of the most powerful tools in your marketing mix.
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.
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