Key Takeaways

• 34% of beauty shoppers use digital filters to preview products, rising to 69% among Gen Z planning to buy makeup in 2025.
• Gen Z shoppers are increasingly discovering beauty products via social media, with 62% having made a purchase through these platforms in the past year.
• Brands must focus on offering diverse products for various skin tones and hair types to meet the evolving preferences of consumers.

Evolving Beauty Shopping Trends

The beauty industry is experiencing significant changes driven by technology, new digital platforms, and the growing influence of Gen Z consumers. A recent survey by Tinuiti as part of its 2025 Beauty Marketing Study explores the modern beauty customer journey, offering insights into how brands can adapt their marketing strategies to resonate with today’s consumers.

The study reveals that 34% of beauty shoppers have utilized digital filters to preview products before purchase. This figure spikes dramatically among Gen Z, where 55% have engaged with this technology. For those in Gen Z who plan to buy makeup in 2025, the percentage rises to an impressive 69%. This trend highlights the importance of incorporating such technologies in marketing approaches targeting younger audiences.

When it comes to weight loss solutions, millennials and Gen X show a higher interest in GLP-1 drugs like Ozempic. The survey indicated that 27% of millennials and 26% of Gen X respondents are considering these options, while approximately one in five Gen Z and baby boomer respondents are similarly inclined. Public sentiment towards GLP-1 drugs is somewhat neutral, with 25% expressing positive feelings, contrasted by 26% who view them negatively.

The findings also point to a substantial generational difference in beauty product purchasing intentions; Gen Z and millennials are twice as likely to plan increased beauty purchases within the next year compared to their Gen X and baby boomer counterparts. Gen Z, in particular, is noted for having a growing spending power and an eagerness to experiment with new products and brands.

Social media’s influence on discovery is profound, with 62% of Gen Z beauty shoppers reporting they discovered products via these platforms in the last year, compared to only 19% of baby boomers. Streaming video services also serve as a pivotal discovery channel, with 28% of Gen Z utilizing them for product research, versus a mere 6% among baby boomers. Traditional television is one area where baby boomers still have an advantage in beauty product discovery.

Among the social media platforms, Facebook is the most frequently used for product discovery overall at 26%, followed closely by YouTube at 24% and TikTok at 17%. However, TikTok stands out for Gen Z consumers, emerging as the leading platform in this demographic, while YouTube remains a consistent favorite across generations.

The impact of influencers on purchasing decisions is particularly notable among younger shoppers. Ninety percent of Gen Z beauty consumers reported making a purchase based on an influencer’s recommendation within the past year, starkly contrasting with only 41% of baby boomers. While both Gen Z and millennials respond strongly to influencer marketing, millennials were notably twice as likely to indicate they had never purchased products influenced by these individuals.

Finally, the study underscores an essential consideration for brands seeking to connect with modern consumers: the necessity for diversity. Consumers prioritize brands offering a wider range of options for varying skin tones and hair types rather than merely marketing that features diverse models. This shift emphasizes the need for actionable diversity in product offerings to meet the demands of an increasingly diverse customer base.

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