This report provides comprehensive and current information and analysis of the Beauty Influencers market including Beauty Influencers market size, anticipated market forecast, relevant market segmentation, and industry trends for Influencer Marketing in the US.

Current market landscape for US beauty influencers

With three quarters of followers having purchased beauty products recommended by influencers, it’s clear that influencers have influence. The core beauty influencer audience remains women, particularly those under age 45, with outsized engagement seen among Black and Hispanic consumers. The LGBTQ+ audience is one to nurture, given their above-average engagement and interest in premium content. Men remain an opportunity audience. While they are less likely to follow influencers, those that do dive in making recommended purchases, participating in giveaways and trusting sponsored content.

The majority of followers seek inspiration and tips to enhance their beauty/grooming skill set. However, there’s no one-size-fits-all approach to doing this. Some audiences, particularly Black consumers, want to see themselves represented in influencers, prioritizing influencers that look like them. Consumers claim to want to see real people, accurate depictions of results and straight talk when it comes to reviews.

Future market trends in the US beauty influencers market

The industry is moving in two directions. In one direction, influence is becoming less about the player and more about the game. The “everyone’s an expert” impact of social media has led to beauty experts (eg makeup artists, hairstylists) being knocked down from their solo pedestal and gained on by celebrities, lifestyle bloggers and models. In the other direction, brands themselves are being accepted as influencers. The key to winning the game is in giving consumers the attributes they seek – without overtly pushing product.

Brands will want to keep an eye on trends in technology and retail, including establishing a game plan for their presence in the metaverse.

Read on to discover more about the Beauty Influencers consumer market, read our US Online Beauty Retailing Market Report 2021, or take a look at our other Beauty and Personal Care Market research reports.

Quickly understand

  • Online sources consumers turn to for beauty information.
  • Types of influencers followed.
  • Attitudes toward influencers.
  • What garners trust in beauty influencers.
  • Ways in which followers engage with influencers.
  • Beauty content of interest.

Covered in this report

Brands include: Allies of Skin, Bobbi Brown, Ulla Johnson, Kosas, Marianna Hewitt, Ben Neiley, Charlotte Parler, e.l.f., Ralph Lauren, Jordans, Crocs, Converse, Meta (formerly Facebook), Microsoft, Apple, Google, Lancome, Smashbox, Urban Decay.

Expert analysis from a specialist in the field

This report, written by Jennifer White Boehm, a leading analyst in the BPCH sector, delivers in-depth commentary and analysis to highlight current trends, explain market share impact of beauty influencers in the US market, and add expert context to the numbers.

The beauty industry as a whole has weathered the COVID-19 storm, and beauty influencers welcomed new audiences. Previously a young (wo)man’s game, the expanding reach of influencers in the space leaves room for creators that appeal to a more diverse array of users, including men, consumers age 45+ and Black and Hispanic shoppers.
Jennifer White Boehm, Director, US BPCH ReportsJennifer White Boehm
Director, BPCH Reports

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Category outlook, 2022-27
    • Opportunities and challenges
    • The future of beauty is real
      • Figure 2: Beauty content of interest, 2022
    • Whitespace exists in connecting with the 45+ set
      • Figure 3: Influencers followed, by age, 2022
    • LGBTQ+ audience is strong target for premium engagement, innovation efforts
      • Figure 4: Engaging with influencers online, by LGBTQ+ identity, 2022
    • Youngest shoppers (critics) will set the tone for the future of the industry
      • Figure 5: Attitudes toward influencers, by age, 2022
    • Brands must strengthen connection with Hispanic consumers
      • Figure 6: Attitudes toward influencers, by Hispanic origin, 2022
    • Key consumer insights
  3. Market Factors

    • Consumers as concerned about their appearance as their job security
      • Figure 7: Consumer anxieties, 2022
      • Figure 8: Consumer anxieties, by age, 2022
    • Inflation will lead to bargain hunting, conscious clearing
      • Figure 9: Allies of Skin, 2022
      • Figure 10: Consumer Price Index change from previous, 2020-22
    • Increased online engagement paves the way (and need) for influence
    • Social commerce gains traction
    • Platforms invest in social commerce
      • Figure 11: List of social commerce upgrades by platform in 2021
    • Aging population can’t be ignored
      • Figure 12: Population by age, 2016-26
    • As the population diversifies, so too do brand outreach efforts
      • Figure 13: US population, by race and Hispanic origin, 2016-26
  4. Competitive Strategies and Market Opportunities

    • Cross-promote with adjacent categories to gain traction
    • Fashion
      • Figure 14: Bobbi Brown x Ulla Johnson Crushed Lip Color, 2021
    • Health and wellness
      • Figure 15: Kosas, 2021
    • Food
      • Figure 16: Just Bobbi Brown, 2022
    • Providing help beyond beauty tips
      • Figure 17: Marianna Hewitt, 2021
      • Figure 18: Ben Neiley, 2021
      • Figure 19: Charlotte Parler, 2021
    • New frontiers for beauty brands
    • Entering the metaverse
  5. The Consumer – Fast Facts

    • Influencers gain following, reaching more than half of social media users
    • Holders of influence vary by demo group
    • Followers do so for inspiration, assistance
    • YouTube overtakes Insta as top beauty resource, TikTok gains influence
    • Consumers continue to demand more “real” content
  6. Influencer Landscape

    • A quarter of social media users follower beauty influencers
      • Figure 20: Influencers followed, 2022
      • Figure 21: Influencers followed, 2020-22
    • Young women are the dominant audience, young men shouldn’t be ignored
      • Figure 22: Influencers followed, by gender, 2022
      • Figure 23: Influencers followed, by gender and age, 2022
    • Under 45s are core audience for beauty influencers, not monolithic
    • Over 45s need inspiration too
      • Figure 24: Michele Shakeshaft, 2022
      • Figure 25: Lyn Slater, 2021
      • Figure 26: Influencers followed, by age, 2022
    • Moms are into beauty, seek tips over glamor
      • Figure 27: Influencers followed, by parental status, 2022
    • Hispanics outpace non-Hispanic peers in beauty influencer participation
      • Figure 28: Influencers followed, by Hispanic origin and age, 2022
    • A quarter of Black social media users 45+ follow beauty influencers
      • Figure 29: Influencers followed, by race and age, 2022
    • Beauty influencers have strong LGBTQ+ audience
      • Figure 30: Influencers followed, by LGBTQ+ identity, 2022
  7. Types of Influencers Followed for Beauty Information

    • Celebrities have equal sway as beauty brands/experts
      • Figure 31: Types of influencers followed for beauty information, 2022
      • Figure 32: Types of influencers followed for beauty information, 2020-22
    • Makeup experts and hairstylists are the go-to experts
      • Figure 33: Sean Garrette, 2022
      • Figure 34: Types of beauty experts followed, 2022
    • Celebrity rules among 18-24s
      • Figure 35: Beauty launches with a Hollywood tie-in, 2021-22
      • Figure 36: Types of influencers followed for beauty information, by age, 2022
    • Women 45+ gravitate toward traditional brand channels, celebrity holds sway with men
      • Figure 37: Types of influencers followed for beauty information, by gender and age, 2022
    • Three quarters of Hispanic beauty info seekers look to makeup artists
      • Figure 38: Types of influencers followed for beauty information, by Hispanic origin and gender, 2022
      • Figure 39: Types of beauty experts followed, by Hispanic origin, 2022
    • Celebrities rule among Black seekers of beauty information
      • Figure 40: Types of influencers followed for beauty information, by race and age, 2022
    • Hair stylists have the attention of Black beauty enthusiasts
      • Figure 41: Types of beauty experts followed, by race, 2022
    • Models are a strong draw for LGBTQ+, brands fall short in attempt to model
      • Figure 42: Types of influencers followed for beauty information, by LGBTQ+ identity, 2022
  8. Online Sources of Beauty Information

    • YouTube overtakes Insta as beauty source, TikTok sees strongest growth
    • Consumers are moving away from brand/retailer sites
      • Figure 43: Online sources of beauty of information, 2022
      • Figure 44: Online sources of beauty of information, 2022
    • TikTok holds a unique place of influence among under 35s
      • Figure 45: Online sources of beauty of information, by age, 2022
    • Facebook retains sway with men, TikTok and Pinterest of use to women
      • Figure 46: Megan Lavallie, 2021
      • Figure 47: Online sources of beauty of information, by gender, 2022
    • Instagram plays an outsized role among Hispanic beauty info seekers
      • Figure 48: Online sources of beauty of information, by Hispanic origin, 2022
    • Seven in 10 Black consumers seeking beauty info turn to YouTube
      • Figure 49: Online sources of beauty of information, by race, 2022
    • TikTok and Snapchat have outsized influence on LGBTQ+
      • Figure 50: Online sources of beauty of information, by LGBTQ+ identity, 2022
  9. Trust in Influencers

    • Inspiration and advice lead to trust in influencers
      • Figure 51: Trust in influencers, 2022
    • Women want straight talk
      • Figure 52: Trust in influencers, by gender and age, 2022
    • Black beauty enthusiasts want influencers who look like them
      • Figure 53: Try Something Good: Black-Owned Beauty Brands You Need to Know | Sephora, September 2021
      • Figure 54: Trust in influencers, by race, 2022
  10. Engaging with Influencers Online

    • Three quarters of influencer followers have purchased a recommended product
      • Figure 55: Engaging with influencers online, 2022
    • Men are more highly engaged online
      • Figure 56: Lumin Skincare Management, 2022
      • Figure 57: Engaging with influencers online, by gender, 2022
    • 35-44s are strongest target for purchase direct from social media
      • Figure 58: Amika, 2022
      • Figure 59: Engaging with influencers online, by age, 2022
    • Black consumers more likely engaged by content than driven to purchase
      • Figure 60: Engaging with influencers online, by race, 2022
    • LGBTQ+ audience is strong target for premium engagement
      • Figure 61: Engaging with influencers online, by LGBTQ+ identity, 2022
  11. Attitudes toward Influencers

    • Amid negative perceptions, brands do a decent job community building
      • Figure 62: Attitudes toward influencers, 2022
    • Men have stronger sense of engagement, impact
      • Figure 63: Attitudes toward influencers, by gender, 2022
    • Youngest shoppers are harshest critics, must be listened to
      • Figure 64: Attitudes toward influencers, by age, 2022
    • Brands must do a better job of connecting with Hispanic consumers
      • Figure 65: Attitudes toward influencers, by Hispanic origin, 2022
    • Black consumers accept influencers more as models than ambassadors
      • Figure 66: Attitudes toward influencers, by race, 2022
    • Influencer support is a strong route to engaging LGBTQ+ audience
      • Figure 67: Attitudes toward influencers, by LGBTQ+ identity, 2022
  12. Beauty Content of Interest

    • Consumers interested in real content
      • Figure 68: Beauty content of interest, 2022
    • Women want more influencers who look like everyday people
      • Figure 69: CVS Beauty, 2021
      • Figure 70: Brand founders on TikTok, 2022
      • Figure 71: Beauty content of interest – More, by gender and age, 2022
    • Political/social engagement can build connection with Hispanic consumers
      • Figure 72: Beauty launches connecting to a cultural movement, 2021-22
      • Figure 73: Beauty content of interest – More, by Hispanic origin, 2022
    • LGBTQ+ audience can be engaged through content innovation
      • Figure 74: Beauty content of interest – More, by LGBTQ+ identity, 2022
    • Consumers with money to spend are particularly interested in the extras
      • Figure 75: Beauty content of interest – More, by financial situation, 2022
  13. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

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