and users into sellers, consumers’ feeds are saturated with make-up and skincare product posts and shoppable ads. Whether it is latte make-up or brown lip pencils, beauty trends come in and out of vogue seemingly as fast as the TikTok algorithm works. Under the all-seeing eyes of the online community, beauty influencers such as Jeffree Star and Tati Westbrook can get cancelled as quickly as they rise to fame.
Deeper dive into the beauty industry
Influencer content about aesthetic, colorful, and nurturing facial and hair products is blooming. In 2023, in the United States, the
beauty sector’s fragrance category alone grew by 45 percent in engagement rates. Regarding video viewership, fragrance and skincare skyrocketed with an 80+ percent growth rate. From luxury and celebrity brands to everyday cosmetics, beauty products are purchased by different target groups regardless of their prices. However, their impact value derives more and more from
sustainability scores based on ingredients, waste, packaging. The
sector's growth between 2022 and 2027 is expected to fluctuate widely across regions, from four percent (in Europe) and 12 percent (in Africa and the Middle East).
Success stories: branded beauty on social media
As of late 2023, Huda Beauty – a brand founded by beauty influencer Hudda Kattan – was the most viewed
brand on Instagram, with almost 40 percent of users seeing its hashtags. As of early 2023, the leading voice for the beauty sector on Instagram in terms of
media impact value – a unique metric that allows brands to assign a monetary value to posts and interactions – was superstar make-up artist Mario Dedivanovic, with 19.2 million U.S. dollars. Kylie Jenner’s media impact value stood at 14.6 million, for comparison. Meanwhile,
on TikTok, more than three million people follow ed each celebrity-owned brand of Rare Beauty (by Selena Gomez) and Florence by Mills (by Stranger Things star Millie Bobby Brown).
But how do consumers feel about it all?
In 2023, half of Millennial consumers were
willing to pay more for high-quality beauty products. Meanwhile, the
emotion of joy prevailed regarding Instagram beauty posts by selected brands. When it comes to
consumer sustainability expectations, the French and the Chinese put the most value on a beauty product that is 100 percent natural. In Germany, cruelty-free products and non-harmful ingredients were the most sought-after aspects of sustainable beauty purchases.
The future of beauty purchases
While beauty product demands have not dropped, expectations about their marketing have changed. As younger consumers engage more willingly with
influencer content than regular advertisements, branded beauty content can be expected to remain popular on social platforms. However, with consumers becoming more aware of marketing tactics, brands should be cautious about their future unique selling point (USP) claims.
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Due to varying update cycles, statistics can display more up-to-date
data than referenced in the text.
