UK Beauty Influencers and Educators Market Report 2022
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“An income squeeze will accentuate the role of pre-purchase research, and create opportunities for services that offer advice around value alternatives to prestige products. Trust in sources of beauty/grooming advice…

UK Beauty Influencers and Educators Market Report 2022

£ 2,195 (Excl.Tax)

Report Summary

The UK Beauty Influencers and Educators report identifies consumer attitudes towards beauty and grooming advice, pre-purchase research, and behaviours on social media in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Beauty Influencers and Educators market in the UK.

Current Market Landscape

Rising inflation will emphasise the need for pre-purchase research in BPC, as consumers who are financially stretched will want to ensure the money they spend it worthwhile. Services that recommend value alternatives to prestige products will be highly valued as consumers look for ways to save money.

  • 40% of women are interested in beauty and grooming advice that shows them how to use products.
  • 31% of BPC buyers check reviews on brand/retailer websites before purchasing a new product.
  • 22% of adults interest value alternatives to prestige products.

There seems to be a lack of understanding, or confidence, in product application in the BPC category. However, there is an opportunity to build on this through the use of technology, for example enabling users to identify relevant products via facial recognition tools.

Future Market Trends in Beauty Influencers and Educators 

A threat within the beauty influencers’ and educators’ remit is a lack of trust in beauty and grooming advice. Brands and retailers can partner with experts in BPC, given the high levels of trust in professionals, to help translate browsers into buyers.

There is an opportunity to bring digital tools, such as diagnostic or AR/VR technologies, into stores, as the adoption of a hybrid approach to digital and physical retail will cater for all consumer needs. Experts can be on hand to talk users through the process of how to use these tools, and support consumers in trialling different products.

Read on to discover more details or take a look at all of our UK Beauty and Personal Care market research

Quickly understand

  • Innovation and launch activity in beauty/grooming.
  • Purchase of beauty/grooming products.
  • Pre-purchase research in beauty/grooming.
  • Interest in beauty/grooming advice.
  • Trusted sources for beauty/grooming advice.
  • Behaviours on social media in beauty/grooming.

Covered in this report

Products: Haircare, fragrances, facial skincare, body skincare, colour cosmetics, beauty accessories, electronic beauty devices.

Brands: Garnier, FaceGym, Selfridges, The Ordinary, Charlotte Tilbury, Superdrug, Paco Rabanne, Cerave, Prada, Boots, Apoterra Skincare, Olaplex, Soap and Glory, Fenty Beauty.

Expert analysis from a specialist in the field

This report, written by Maddie Malone, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

An income squeeze will accentuate the role of pre-purchase research, and create opportunities for services that offer advice around value alternatives to prestige products. Trust in sources of beauty/grooming advice is evolving as medical professionals gain a greater voice. Moving forward, the store will remain an important touchpoint, but retailers and brands can adopt a hybrid approach to BPC education as digital will remain significant.

Maddie Malone
Beauty and Personal Care Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for BPC influencers and educators
      • Figure 1: The outlook for BPC influencers and educators, 2022-27
    • The market
    • Inflationary pressures accentuate the need for education
    • A growing number of teens creates new content opportunities
    • Brands seek to combat mistrust in BPC marketing
    • Companies and brands
    • Opportunities persist to elevate store experiences
    • Focus on proving results to build trust in product claims
    • The role of the meta-fluencer will evolve
    • Experts gain a greater voice
    • The consumer
    • Align haircare with skincare
      • Figure 2: Purchase of beauty/grooming products, 2022
    • Demonstrate transparency with reviews
      • Figure 3: Pre-purchase beauty/grooming research, 2022
    • Build understanding in how-to-use tutorials
      • Figure 4: Interest in beauty/grooming advice, 2022
    • Professionals gain a greater voice
      • Figure 5: Trusted sources for beauty/grooming advice, 2022
    • User comments offer authenticity
      • Figure 6: Engagement with beauty/grooming content on social media, 2022
  3. Issues and Insights

    • Inflation concerns will drive pre-purchase research
    • Cater for the sceptical consumer
    • Maximise store impact with innovation
  4. Market Drivers

    • Inflationary pressures will impact consumer confidence
    • Advice and expertise set to gain importance in BPC
      • Figure 7: Beauty/grooming behaviours post-COVID-19, 2021
    • The conflict in Ukraine will hurt the UK economy
    • Explore new avenues for teen education
      • Figure 8: Trends in the age structure of the UK population, 2016-26
    • Tailor content across different social platforms
      • Figure 9: Use of social media platforms in the last three months, 2019-21
    • Greater stringency impacts social media marketing
    • Enliven the physical path to purchase
      • Figure 10: New product discovery in BPC, 2021
    • Work with partners that hold shared values
      • Figure 11: BPC buying behaviours relating to minority groups, 2020
    • Improve the authenticity of BPC reviews
      • Figure 12: Ethical behaviours in BPC, 2021
    • Avoid image retouching to build trust
  5. Innovation and Launch Activity

    • Support consumers in their eco efforts
      • Figure 13: Garnier #onegreenstep campaign, 2022
    • Utilise social media to prove product claims
      • Figure 14: FaceGym before and after Instagram post, 2022
    • Re-invent the store as a physical touchpoint
      • Figure 15: Selfridges the Beauty Series in-store events, 2022
    • Embed colleagues into the brand story
      • Figure 16: Employee-focused TikTok content by The Ordinary and Charlotte Tilbury, 2022
    • Digital advice is here to stay
      • Figure 17: Superdrug Skin School, 2022
    • Appeal to the gaming generation
      • Figure 18: Paco Rabanne, Phantom Online Game, 2021
    • Leverage the influence of experts
      • Figure 19: CeraVe dermatologist partnership Instagram post, 2022
    • Explore the role of the meta-fluencer in beauty
      • Figure 20: Prada Rethink Reality Candy YouTube content, 2021
    • Experiment with new ways to offer support
      • Figure 21: Boots Taboo Talk podcast, 2022
    • Be more transparent to gain consumer trust
      • Figure 22: Apoterra skincare batch system for traceable products, 2021
    • Create engaging virtual experiences
      • Figure 23: Kylie by Kylie Jenner Virtual World, 2022
  6. Purchase of Beauty/Grooming Products

    • Align haircare with skincare
      • Figure 24: Purchase of beauty/grooming products, 2022
    • Ensure colour cosmetics content aligns with purchase priorities
    • Drive purchase amongst men
      • Figure 25: Purchase of beauty/grooming products, by gender, 2022
  7. Pre-purchase Beauty/Grooming Research

    • Create transparent review forums
      • Figure 26: Pre-purchase beauty/grooming research, 2022
      • Figure 27: Charlotte Tilbury review system, 2022
    • Ensure in-store advisors can provide the right level of support
    • Upskill influencers to broaden appeal
      • Figure 28: Use of social media for pre-purchase beauty/grooming research, by age, 2022
    • Boost usage of digital tools with in-store activations
    • Give professionals a greater voice
  8. Interest in Beauty/Grooming Advice

    • Innovate in how-to-use tutorials
      • Figure 29: Interest in beauty/grooming advice, 2022
      • Figure 30: Giorgio Armani Face Maestro, 2021
    • Inspire experimentation in BPC
      • Figure 31: TURF Analysis – interest in beauty/grooming advice, 2022
    • Utilise technology to offer tailored advice
    • Educate to maximise the impact of before and after pictures
    • Provide men with information they can trust
      • Figure 32: Interest in beauty/grooming advice, by gender, 2022
    • Support women who are open to experimentation
      • Figure 33: Olaplex step-by-step usage guide, 2022
  9. Trusted Sources for Beauty/Grooming Advice

    • Pay attention to the impact online innovation will have on consumer expectations
      • Figure 34: Trusted sources for beauty/grooming advice, 2022
    • Ensure celebrity-led content is honest and relatable
    • Recognise that trust varies by demographic
      • Figure 35: Trusted sources for beauty/grooming advice, by age, 2022
      • Figure 36: No7 Instagram post showcasing medical professionals, 2022
      • Figure 37: Soap and Glory blogger Partnership Instagram post, 2022
    • Rebuild trust in bloggers/vloggers
    • Maximise on the in-store opportunity
      • Figure 38: Trust in sources of BPC advice, by gender, 2022
  10. Engagement with Beauty/Grooming Content on Social Media

    • Encourage user comments to boost authenticity
      • Figure 39: Engagement with beauty/grooming content on social media, 2022
    • Seek out genuine influencer posts
    • Offer real-time communication and utilise FAQs
    • Drive trial with discount codes and giveaways
    • Build hype around new launches with countdown content
      • Figure 40: Fenty Parfum Instagram launch announcement, 2021
      • Figure 41: Global mentions of Fenty Beauty across social media platforms, Jun-Dec 2021
    • Drive engagement amongst the over-55s
      • Figure 42: Engagement with beauty/grooming content on social media, by age, 2022
      • Figure 43: Trinny London Facebook advert, 2022
  11. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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