Generation Z Buys Cosmetics And Makeup Based On TikTok Recommendations. Top Brands Include Cerave, Dove And The Ordinary

Thanks to information from TikTok and affordable prices, the brands Cerave and E.l.f. Cosmetics are the most popular choice of generation Z when choosing cosmetics and make-up. This results from a survey by the Kyra agency, which focuses specifically on the young generation of zoomers (18-25 years old). 37% of respondents learn about cosmetics on Tiktok. Another 23% get their information on Facebook and a fifth on Instagram. 15% of respondents remained loyal to YouTube, and only 3% use Snapchat or Google.

@cerave sharing #skincaretips with our 10/10 derms and @skin.doctor !🥼💙 #CeraVe #CleanseLikeaDerm ♬ original sound - CeraVe

Cheap and functional products appeal to young people

According to the survey, there are affordable options among the top ten cosmetic brands. Thanks to Tiktok and several years of viral success, the brand Cerave, which you can buy in pharmacies and drugstores, is at the top of the list of facial products. It is a frequently recommended brand among dermatologists and has extensive experience in cooperation with content creators on social networks, which was clearly reflected in the attitudes of young people.

According to the survey, young people are more educated and proactive when it comes to skin care compared to millennials and older generations. They start with cosmetics earlier, look for reviews and shots before and after using specific products, and find out information about the composition and the correct order of layering the products. About every two months, they buy something new based on their social media findings, but at the same time they create a solid routine to help them achieve their goals.

They know exactly what they want

Two-fifths of those surveyed said their skincare journey is closely linked to their overall self-care and personal well-being. Beauty and wellness are even more connected in Generation Z than before. According to their answers in the survey, beauty begins with inner beauty, but care in the form of cosmetics or make-up then allows them to feel themselves. Their answers show that they use make-up, cosmetics (but also clothes and hairstyles) for self-expression. "For me, beauty means that I feel the most authentic, I love myself and I don't care about other people's opinions," was one of the answers.

And although half of people discover new products on the Internet, 40% buy offline, in brick-and-mortar stores. They also have clearly defined goals.

41% of them want to beat acne, 29% want to achieve moisturized and hydrated skin, and 23% struggle with uneven texture (for example, scars). It is also clear that they can get advice from experts and that they understand the current scientific position: the top product remains the moisturising cream, and the sun cream (cream with a protective factor) has risen to second place.

The third place has long belonged to face masks, and the top 5 are closed by serums with hyaluronic acid (proof that young people care about hydration) and serums with vitamin C (which helps with spots and scars, but also has antiaging benefits).

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Research shows that there is a direct link between viral brands on TikTok and the resulting rankings, agency vice president Kyra Marina Mansour tells Glossy. "The desire to buy is very strong, but to make a purchase, they need to see the before and after and know how the product works within the routine," she said. Sample routines and tutorials are among the most popular formats that Gen Z follows on Tiktok.

The ranking with decorative cosmetics is somewhat more varied. In addition to affordable brands, there are also a few luxury ones. They also got there thanks to viral products: for example, Dior succeeded last year with powder blush and lip oil, NARS has long dominated social networks with its flawless skin foundation (bronzers and blushes are especially popular).

Young people know exactly when to spend a larger amount of money and when it is worth saving. They choose a few higher-priced products that the cheaper ones may not be able to achieve, and fill their makeup bag with drugstore products that simply work.

In addition, the survey showed that young people do not care at all about the gender and gender identity of influencers. As many as 69% declared that beauty influencers of all genders are equally strong motivators for their purchasing behavior. According to young generation Z, make-up and cosmetics are simply for everyone, and they are more interested in the final effect than whether the product is presented to them by a person of the same gender or gender.

The survey was conducted by the agency in July and August 2022 on a sample of one thousand respondents. People between the ages of 18 and 25 participated, 52% were female, 15% male, 17% non-binary, 7% genderfluid, and 6% transgender. The sample came from Great Britain and the United States of America.