How Beauty Influencers are Transforming the Way We Shop Online

Ever buy a trending under-eye concealer or anti-wrinkle serum after watching a TikTok video or online tutorial? Turns out, your shopping cart is not alone. A study released in 2023 by beauty industry insider BeautyMatter found 49% of Gen Z and millennial consumers have purchased a product based on social media influencer recommendations.  

Business collaborations with influencers are now central to beauty marketing strategies. From mega-celebrities to small-scale creators, influencers shape the purchasing decisions of potential buyers through user-generated contact (UGC) — from customer reviews to tutorials and before-and-after transformations. 

But it’s the smaller names, those with 1,000 to 10,000 followers, who are often perceived as more relatable and trustworthy. A Mintel study released in 2024 found that 61% of Gen Z shoppers prefer to see real consumers in beauty campaigns. 

The visual nature of beauty products aligns seamlessly with social media’s emphasis on imagery and video content. These are some reasons why UGC plays such a strong role with online shoppers:  

1. It Builds Trust 

UGC comes from real people, not scripted ads or celebrity endorsements. In a highly visual and personal category like beauty, that kind of social proof builds trust in ways that traditional advertising can’t. According to Nielsen, 92% of consumers trust UGC more than branded content. BeautyMatter’s study found that 69% of consumers trust beauty influencers more than traditional advertisements. 

2. It Expands Brand Reach 

Social platforms have turned everyday users into micro-influencers with UGC. By tapping into the creativity of real voices — their customers — brands can create content, test product reception in real time and showcase diverse experiences. A great example: Sephora’s #SephoraSquad campaign, which turns everyday beauty lovers into content creators, generating thousands of product reviews and tutorials across platforms. 

3. It Boosts Engagement and Loyalty 

When it comes to engagement, UGC often outperforms brand-created content thanks to its interactive nature. Many followers feel a connection to influencers, often considering them “friends.” By commenting on a post or sharing their own reviews, they feel more central to the brand community, which helps build brand loyalty.  

4. It Drives Conversion Rates 

Brands see 29% more web conversions when using UGC versus traditional advertising campaigns. Social proof — seeing others use and rave about a product — creates engagement, leads to more time spent on a webpage, and validates purchasing decisions. Influencers empower potential customers with tutorial videos and before-and-after shots. In 2021, a live streamer in China sold $1.9 billion in beauty products in a single day, showcasing the potential of influencer-led social selling. 

Social commerce — integrating e-commerce with social media to promote and sell products — took off in 2005 and enhanced accessibility and convenience to foster a seamless shopping experience. Social platforms simplified shopping for consumers and brands alike. By adding tools such as “buy” buttons on advertisements, users could browse and buy in one click.  

As social media gained popularity, beauty influencers gained momentum and took center stage to drive consumer marketing trends. In the mid-2000s, American YouTuber Michelle Phan became a sensation with her online tutorials and product reviews. Today, TikTok and Instagram have joined YouTube as top performers in social commerce.  

And while U.S. and UK consumers remain more cautious of social commerce than those in China, India and Brazil, global adoption is accelerating. Markets are projected to more than double to $1.2 trillion by the end of 2025, with beauty gaining ground to capture more than 40% of digital spend in key markets, according to Accenture. 

The data clearly shows that social platforms are essential marketing tools for beauty brands, driving sales through influencer partnerships, user-generated content and direct shopping features. According to Beauty Matter, the global influencer market reached a valuation of $21.1 billion in 2023, with projections indicating continued exponential growth.  

UGC democratizes beauty by giving everyone a voice. It reflects real-world results and meets consumer demands for transparency and relatability. For brands, it’s not just a tactic, it’s a strategic advantage fueling growth, loyalty and innovation. 

This is part of a series of articles on beauty industry trends highlighted in Beltre’s report, “The Business of Beauty.”