Influencers’ and educators’ recommendations have become a pivotal force in shaping BPC purchase decisions. 63% of German social media users report being influenced to buy beauty products after encountering them on platforms such as Instagram and TikTok. This highlights the growing influence of BPC influencers as powerful drivers of consumer behaviour and the need for compelling, platform-relevant content.
Transparency and expertise have become crucial traits that set content creators apart in an era defined by scepticism, with 72% of users mistrusting beauty content online. Brands can rise above the noise by delivering clear, expert-backed content. By prioritising authenticity and showcasing professional insights, companies can build credibility and trust, fostering deeper, more meaningful connections with discerning consumers.
Generational preferences further underscore the importance of a nuanced approach to platform strategy. While Gen Z gravitates towards TikTok for its dynamic and immersive content offerings, older demographics show a stronger preference for platforms such as Facebook. This divergence highlights the importance of tailoring marketing strategies and selecting influencers who align with specific age groups, ensuring relevance and maximising engagement across varied audience segments.
This report looks at the following areas:
- German social media use and consumption, including which platforms are the most popular with different demographics
- The topics of interest most popular for social media users and where beauty ranks in that list
- Viewed content formats and content styles that resonate especially well with BPC consumers
- The professional backgrounds of the beauty influencers consumers follow, highlighting who’s trusted most
- Consumer behaviour towards and interaction with influencers and how they impact purchase behaviour
While social media is a powerful driver for BPC purchases, brands must work with creators to deliver targeted, credible communication to earn and maintain trust.
Silke Lambers, Principal Analyst – Beauty and Personal Care
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EXECUTIVE SUMMARY
- What you need to know
- Outlook
- Opportunities
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OPPORTUNITIES
- Tie creator content to online purchase moments
- Why purchase moments matter on social media
- Adapt to a social-first strategy
- Leverage the power of social proof
- Challenges in bridging social media…
- …and purchases
- Connect social proof with in-store retail
- Integrate social media into real-world experiences
- Connect social media with in-store retail
- Feature science and experts to garner trust
- Embrace science and transparency to build trust
- Treat social media like the back of the bottle
- Leverage personalised advice to guide confident purchases
- Turn short formats into high-impact education
- Connecting consumers to the right choices on social media
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CONSUMER
- Most trusted beauty advisors
- Drive consumer trust through expert collaboration
- Graph 1: most trusted beauty advisors, 2025
- Expert skincare insights on La Roche-Posay’s YouTube
- Strengthen trust with engaging beauty narratives
- TikTok Shop × Real Techniques
- Align influence with generational trust
- Graph 2: selected trusted beauty influencers, by generation, 2025
- Ways to incorporate professionals into beauty campaigns
- Focus on trust to boost beauty brand strategies in Germany
- Graph 3: most trusted beauty advisors, by market, 2025
- Topics on social media
- Ingredients and skincare needs are consumers’ top interests
- Graph 4: beauty/grooming topics on social media, 2025
- Germans turn to social media for ingredient information
- Hook price-savvy beauty fans
- Dupe culture
- Recession-driven trends
- Accessibility in beauty
- Social media use
- Researching beauty/grooming products is the most common use of social media
- Graph 5: types of social media users, 2025
- Younger consumers use more social media platforms…
- Graph 6: repertoire analysis of social media platforms used, by age, 2024
- …and show higher engagement
- Graph 7: social media use, by generation, 2025
- Estée Lauder has welcomed back Paulina Porizkova as a Global Brand Ambassador
- Diverse beauty engagement calls for multifaceted brand strategies
- Graph 8: who social media users follow, 2025
- Social media drives discovery
- Graph 9: selected social media use, 2025
- Content formats consumed
- Capture consumers with visual content
- Graph 10: viewed beauty/grooming content format, 2025
- Create beauty buzz with smart content choices
- However, ‘snackable’ isn’t always the answer
- Graph 11: viewed content formats, by gender, 2025
- Building trust with video-loving young women
- Offer more formats to reach younger consumers
- Graph 12: number of viewed content formats, by generation, 2025
- Content styles consumed
- Reviews and tutorials are the most watched
- Graph 13: viewed beauty/grooming social media content styles, 2025
- Content that resonates with every generation
- Graph 14: viewed beauty content formats on social media, by generation, 2025
- Product reviews can foster engagement through comments
- Tutorials drive discount code use and direct purchases
- Attitudes and behaviours towards beauty influencers and educators
- Social media’s strong persuasion power
- Graph 15: attitudes towards social media beauty/grooming content, by age, 2025
- Tap into Instagram’s beauty buzz
- Boost sales with discount codes and giveaways
- Graph 16: behaviours towards social media beauty/grooming content, by gender, 2025
- Influencer marketing thrives as third-party cookies fade
- Younger consumers identify with diverse influencers
- Social media in stores captivates younger German shoppers
- Graph 17: attitudes towards social media beauty/grooming content, by age, 2025
- Tackle overconsumption with authenticity and moderation content
- The backlash against beauty overconsumption on social media
- Overconsumption undermines appeal
- Platform usage
- YouTube leads the way in cross-generational social media use
- Graph 18: social media channel preferences, by age group, 2025
- Understanding social media trends through the lens of age
- Social media is set to drive the future of beauty marketing
- Graph 19: social media usage by age group, 2025
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INNOVATION
- Marketing activity
- TikTok Shop launches in Germany
- L’Oréal launches LOREALISTAR loyalty platform for influencers
- Meta Queen on your screen
- Product launches
- Shirin David is expanding her beauty empire
- Dejan Garz haircare at dm
- Hatice Schmidt launches makeup brand
- Blurring the lines between content creation, marketing and business leadership
- Ozzy Osbourne legacy shapes gothic beauty and emotional branding
- Pamela Reif’s line combines beauty and wellness
- xLaeta × ARTDECO
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MARKET DRIVERS
- Rising engagement in beauty content
- Graph 20: consumers who engaged with online beauty content, by age group, 2023-25
- The daily time spent on Instagram keeps rising
- Graph 21: average daily time spend on Instagram, 2021-25
- The daily FOMO…
- …vs the rising need for a digital detox
- Social commerce is growing
- Social media is impacting search behaviours
- AI boosts social media’s search power
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APPENDIX
- Abbreviations
- Methodology – consumer research
- Consumer research methodology
- Infegy Atlas – coverage
- A note on language
- Generations
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