The trend: Creators play an outsize role in Gen Z women’s beauty and wellness routines and purchases, per a survey conducted by LTK.
Those results dovetail with a Tinuiti survey that found 45% of US beauty shoppers have discovered new beauty products through social media, significantly outpacing TV (30%) and in-store displays (25%).
Why it matters: The cosmetics and beauty category is thriving even as consumers pull back in other areas.
The big takeaway: Influencers are an important ingredient in driving younger consumers to learn about and buy cosmetics and beauty products.