The 2025 Tinuiti Beauty Marketing Study leads us to important insights in understanding the modern beauty customer.
The 2025 Tinuiti Beauty Marketing Study reveals transformative shifts in consumer behaviour, social media influence and technology adoption in the US. The study These insights are crucial for beauty brands and retailers looking to optimise their marketing strategies.
Let’s look at the global beauty trends:
Beauty versus inflation
Despite economic uncertainties, 75 per cent of beauty shoppers are spending at least as much on beauty products as they did last year. Gen Z and millennials are driving this growth, with 42 per cent reporting increased spending. However, price sensitivity remains high, with 41 per cent of shoppers seeking deals and 38 per cent purchasing fewer products due to inflation.
Social media leads the fray
A staggering 38 per cent of beauty shoppers discovered new products on social media, surpassing traditional channels like TV (31 per cent) and in-store displays (31 per cent). TikTok is the dominant platform for Gen Z, while Facebook remains strong among older generations. Additionally, AI chatbots, though currently used by only 4 per cent of shoppers for discovery, are poised for growth.
Influenced by beauty
Influencers remain a powerful force, with nearly two-thirds of beauty shoppers making purchases based on influencer recommendations. The impact is strongest among Gen Z, where 90 per cent reported buying influencer-endorsed beauty products. Content formats like reviews, tutorials, and ‘Get Ready With Me’ videos are particularly effective in influencing purchase decisions.
Retail preferences
While big-box stores like Walmart and Target remain the most popular destinations for beauty purchases, online shopping is gaining traction. Younger consumers are increasingly turning to beauty retailers like Sephora and Ulta, both online and in-store. Social commerce is also on the rise, with 72 per cent of Gen Z having purchased beauty products directly from TikTok, Facebook or Instagram.
Ethical and health concerns
While price is the top purchase driver, ethical considerations such as clean ingredients (75 per cent) and non-toxic formulations (77 per cent) are becoming increasingly important. Consumers prioritise brands that offer a diverse range of products suited to different skin tones and hair types, emphasising the need for inclusive beauty marketing.
Technology: Reshaping beauty shopping
More than one-third of beauty shoppers have used technology, such as AR filters, to preview products before purchasing. This adoption is even higher among Gen Z (55 per cent), signalling the growing importance of digital try-on tools and AI-driven personalised recommendations.
Key takeaways
- Leverage social media to boost product discovery, with a focus on TikTok for Gen Z and Facebook for older shoppers.
- Collaborate with influencers to build trust and drive conversions, especially through engaging video content.
- Enhance omnichannel strategies by balancing in-store presence with seamless online and social commerce options.
- Highlight ethical and clean beauty claims to align with consumer preferences.
- Invest in AI and AR tools to personalise shopping experiences and improve product visualisation.
By integrating these insights from the 2025 Tinuiti Beauty Marketing Study, beauty brands can refine their strategies to meet evolving consumer expectations in 2025.
Representational Banner Image | Credits: Freepik
