Gen Z Turns to TikTok for Beauty Advice
- Gen Z doesn’t hesitate to check TikTok for advice.
- The platform has become a must-see reference for beauty products, perfumes, and clothing references.
- A study reveals that six out of ten young people admit to buying 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, and spraying perfume while filming, before sharing the “outfit of the day.” Often, users request references.
60% say they have purchased a cosmetic product or perfume after seeing it on TikTok, according to an Ipsos study for Cosmétique mag. This massive influence transforms the social network into a true consumer trendsetter, prompting Ipsos to call the Chinese platform a “new global bathroom.”
“My first instinct when looking for a product is to go to TikTok,” explains 22-year-old Yoana Barros, a consumer of organic and vegan skincare products, interviewed by TF1info. “The advantage is to have sincere opinions from girls your age who look like you, without being collaborations.” From a simple scroll to checkout, or at least to a virtual cart, it’s sometimes just a step (or click) away. TikTok has become a go-to platform to get the best beauty products.
A Massive Showcase Driving Purchases
Between inspiration and saturation, it’s hard to know if you’re making a real choice or just following the crowd. On TikTok, beauty routines evolve rapidly, and products go viral in hours. The result: a constant exposure to new desires. Social networks inspire as much as they overwhelm, according to the study. Behind the inspiration, another reality emerges: 47% have felt overwhelmed by the amount of information and promoted products.
Too many recommendations, too many new products—consumers can quickly feel outpaced. In this continuous flow, the purchasing decision becomes more impulsive. Short videos, demonstrations, and influencer reviews create a sense of urgency: you must try, buy, follow the trend before it disappears.
Counterfeits Popularized by Beauty Influencers
Another insight from this study: faced with this flood of recommendations, young people don’t necessarily consume more expensively, but differently. Counterfeits, “dupes,” these cheaper alternatives, are skyrocketing. 76% have already bought dupes. “Popularized by beauty influencers,” these products copied from major brands “symbolize this uninhibited approach to consumption,” says Ipsos. In fact, 63% of respondents believe this is a good thing as they democratize access to luxury products. TikTok plays a significant role in this trend by highlighting affordable equivalents, often compared to major brands.
But this rapid consumption isn’t without risks. In a TF1 report, Line, who frequently tests numerous cosmetic products, shares: “It was after 2-3 hours that I started to really feel hot flashes on my face. It was really burning. I was completely swollen.” The young girl had bought a makeup base on a low-cost Asian platform, presented as a classic cosmetic product but turned out to be harmful to her skin. Irritations, banned substances, or lack of real protection—checking the composition and compliance before buying is crucial.
