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In 2024, Gen Z and Baby Boomers in the United States provided insight into whether it is important to see models who look like them in ads when buying beauty products. Baby Boomers were less likely than Gen Z to find this important when purchasing beauty products, with ** percent stating it was not important at all, while only ** percent of Gen Z respondents said that the representation did not matter at all. 

Purchase influences

The impact of social media on beauty product purchases is significant, particularly among younger consumers. In 2023, ** percent of U.S. consumers reported spending more on beauty products due to social media influence, with this trend more pronounced among millennials and Gen Z. Content creators play a crucial role, with ** percent of female Gen Z consumers in the U.S. making online beauty purchases based on influencer recommendations, compared to ** percent of the general population.

Gen Z's beauty shopping habits

Gen Z consumers are heavily invested in the beauty market, with ** percent spending between ** and *** U.S. dollars monthly on online beauty products in 2023. Their purchasing decisions are largely influenced by user-generated content, with almost all Gen Z respondents reading ratings and reviews before buying. If TikTok in the U.S. were to be banned, Gen Z respondents indicated they would turn to Instagram for beauty product discovery. This demonstrates the importance of visual platforms in shaping beauty trends and purchases among younger consumers.