This report looks at how consumers see and use beauty influencer content. Trends, developments, consumer attitudes and preferences are covered in extensive detail. With this easy-to-digest report, you’ll know how to move forward in the US beauty influencer market.Below, we’ve highlighted the key areas covered, and offer handpicked insights from the report.

Key Areas Covered

  • Types of influencers that beauty consumers are following.
  • Resources for beauty information.
  • How US adults are using social media channels for beauty information.
  • Where US adults are consuming beauty content.

US Beauty Influencer Market Overview

You wouldn’t think an influencer would want to dissuade viewers from buying a particular product. But, such is the case with the latest trend among influencers. Rather than tell their followers what to buy, de-influencers tell their followers what not to buy. Some opt to completely debunk a particular product (or “fact”), while others take a more subtle approach. One example is shown in offering alternatives, or “dupes” to popular products that serve the same function, according to de-influencers. What’s to be sure, is that this is not the end of influencer marketing: more, an evolution of online influence.

The Future of Beauty Influencers

The advent of Large Language Models (LLMs) is having an impact on the beauty influencer industry, just as it is with other industries. Numerous TikTok videos show influencers applying makeup from outputs given by ChatGPT. Meanwhile, virtual influencers such as NARS’ digital brand ambassadors are meant to help customers shop in the metaverse. Some are saying that AI-generated content presents an opportunity for brands to control interactions with followers. However, AI-driven interactions can also alienate consumers who are already wary of brand-sponsored humans.

For a full picture of the beauty influencer market in the US, buy the full report. You’ll gain access to the latest developments and trends that expand on what’s discussed here and much, much more. Alternatively, browse our BPC market research.

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Expert Analysis from a BPC Specialist

This report, written by Jennifer White Boehm, our US BPC Director, delivers in-depth commentary and analysis to highlight current beauty influencer trends and developments, adding expert context to the numbers.

US consumers are focusing on value, but they are still looking to influencers for ways to most efficiently spend their money. Consumers are taking beauty influencers’ recommendations, but they’ve become accustomed to free content. As brands continue to work with beauty influencers – and influencers continue demanding to be paid what they are worth – they will need to be agile and willing to experiment with a variety of types of content that could catch a consumer’s eye.

Jennifer White Boehm, Mintel US BPCH Director


Jennifer White Boehm
Director, US BPCH Reports

Table of Contents

  1. Overview

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

              • Top Takeaways
                • Consumer trends
                  • Competitive strategies
                    • Nurture new audiences with cross-category outreach
                      • Consider the future of influence
                      • Market Drivers

                        • Recessionary mindsets will reward proof of value
                          • Figure 1: Consumer Sentiment Index, 2010-2023
                          • Figure 2: Beauty and Personal Care Shopping Behaviours, March 2023
                        • Value-driven shopping gives rise to de-influencing
                          • Figure 3: Dr. Lindsey, MD, 2023
                        • The diversifying population continues to present opportunities
                          • Figure 4: US Population, by Race and Hispanic Origin, 2018-2028
                        • Beauty benefits from shifting cultural norms around gender and age
                          • Figure 5: Influencers Followed by Demographic, 2021 vs 2023
                        • Tech advances consumer (and brand) shopping and decision-making
                          • Figure 6: Usage and interest in Tech at Retail, by Generation, 2022
                      • Competitive Strategies and Market Opportunities

                        • Nurture new audiences with cross-category outreach
                          • Figure 7: Jalen Green x UN/DN LAQR, 2023
                          • Figure 8: Selfmade, 2023
                          • Figure 9: GRYT, 2023
                        • Consider the Future of Influence
                          • Figure 10: ChatGPT Does Makeup, 2023
                      • The Beauty Influencer Consumer – Fast Facts

                        • Influencers of Interest

                          • Consumers still most interested in following health/fitness influencers
                            • Figure 11: Types of beauty and lifestyle influencers followed, 2023
                            • Figure 12: Types of beauty and lifestyle influencers followed, 2022 and 2023
                          • Younger consumers most interested in beauty, but opportunity exists for older audiences
                            • Figure 13: Types of beauty and lifestyle influencers followed, by age, 2023
                            • Figure 14: Laura Geller National Mature Women’s Day, 2022
                        • Types of Influencers Followed for Beauty Information

                          • Experts claim the top spot for 2023
                            • Figure 15: Types of influencers followed for beauty information, 2022 and 2023
                          • Women look to experts, while men look to celebrities
                            • Figure 16: Types of influencers followed for beauty information, by age and gender, 2023
                          • Gen Z look to experts while Millennials still peruse blogs
                            • Figure 17: Types of influencers followed for beauty information, by generation, 2023
                        • Types of Beauty Influencers Followed

                          • MUAs are top beauty influencers
                            • Figure 18: Types of beauty influencers followed, 2022 and 2023
                          • Men look to derms and journalists, while women focus on beauty professionals
                            • Figure 19: Types of beauty influencers followed, by gender, 2023
                          • Gen Z most likely to follow MUAs, while older consumers also look to brand founders
                            • Figure 20: Types of beauty influencers followed, by age and generation, 2023
                        • Resources for Beauty Information

                          • US adults are searching online, but social media users are going to YouTube
                            • Figure 21: Online resources used for beauty information, 2022 and 2023
                          • Most young consumers look to TikTok, while 30 somethings focus more on Instagram and YouTube
                            • Figure 22: Online resources used for beauty information, by age, 2023
                        • Social Media Behaviors

                          • Adults are learning, looking to influencers for recommendations
                            • Figure 23: Social media behaviors, 2023
                          • Both men and women look to influencers, but men look to follower count as well
                            • Figure 24: Social media behaviors, by gender, 2023
                          • Gen Z appreciate celebrity beauty, while Millennials are most trusting for new product recommendations
                            • Figure 25: Social media behaviors, by generation, 2023
                        • Interacting with Influencer Content

                          • Consumers still aren’t willing to pay for exclusive content
                            • Figure 26: Interacting with influencer content, 2023
                          • Men are watching live content, while women are purchasing products
                            • Figure 27: Interacting with influencer content, by gender and generation, 2023
                        • Attitudes toward Influencers

                          • Older women are relying on influencers for new product recommendations
                            • Figure 28: Attitudes toward influencers, by age, 2023
                        • Consuming Beauty Content

                          • TikTok, YouTube maintain hold on beauty content
                            • Figure 29: Frequency of usage of beauty social media content, 2023
                          • Gen Z continue to scroll TikTok, while Millennials stick with Instagram
                            • Figure 30: Frequency of usage of beauty social media content, by generation, 2023
                        • Appendix – Data Sources and Abbreviations

                          • Data sources
                            • Consumer survey data
                              • Abbreviations and terms
                                • Abbreviations
                                • Appendix – The Market

                                    • Figure 31: NARS Brand Avatars, 2022
                                • Appendix – The Consumer

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