Gen Z Turning to TikTok for Beauty Advice
- The Gen Z doesn’t hesitate to go on TikTok to seek advice.
- The platform has become an essential reference for finding beauty products, fragrances, or clothing references.
- A study reveals that six out of ten young people claim to have bought a beauty product after seeing it on the platform.
On TikTok, a few minutes of scrolling are enough to come across the hashtag #GetReadyWithMe (get ready with me). This trend involves dressing up, applying makeup, putting on perfume while filming yourself, before sharing your “outfit of the day.” And often, users demand references.
60% of them say they have already bought a cosmetic product or fragrance after seeing it on TikTok, according to an Ipsos study for Cosmétiquemag. This massive influence transforms the social network into a real consumption influencer, so much so that Ipsos describes the Chinese platform as a “new global bathroom.”
“My first instinct when I look for a product is to go on TikTok,” explains Yoana Barros, a 22-year-old consumer of organic and vegan skincare products, interviewed by TF1info. “The advantage is to have sincere opinions from girls your age who resemble you, without it being collaborations.” From a simple scroll to the checkout, or at least to a virtual shopping cart, there is sometimes only a step (or click). TikTok emerges as a platform of reference to get the best beauty products.
A Huge Showcase Leading to Purchase
Between inspiration and saturation, it’s hard to know if we are really choosing or just following the trend. On TikTok, beauty routines flow, and products go viral within hours. The result: a constant exposure to new desires. Social networks inspire as much as they overwhelm, emphasizes the study. Behind the inspiration, another reality emerges: 47% have already felt overwhelmed by the amount of information and promoted products.
Too many recommendations, too many novelties – the consumer can quickly feel overwhelmed. In this continuous flow, the purchasing decision becomes more impulsive. Short videos, demonstrations, and influencer reviews create a sense of urgency: you must test, buy, follow the trend before it disappears.
Counterfeits Popularized by Beauty Influencers
Another lesson from this study: faced with this flood of recommendations, young people aren’t necessarily consuming more expensively, but differently. Counterfeits, “dupes,” these less expensive alternatives, are experiencing rapid success. 76% have already bought dupes. “Popularized by beauty influencers,” these products copied from big brands “symbolize this uninhibited approach to consumption,” emphasizes Ipsos. In fact, 63% of those surveyed believe it’s a good thing because they democratize access to luxury products. And TikTok largely contributes to this trend by highlighting affordable alternatives, often compared to renowned brands.
But this rapid consumption is not without risks. In a report on TF1’s 8 p.m. newscast, Line, accustomed to testing numerous cosmetic products, testifies: “It was after 2-3 hours that I started to feel really hot on my face. It was really burning. I was completely swollen.” The young woman had bought a makeup base on a low-cost Asian platform, presented as a conventional cosmetic product but turned out to be harmful to her skin. Irritations, banned substances, or lack of real protection – it’s better to check the composition and compliance before purchasing.
