Social media influences 25% of cosmetics purchases in the United States! TikTok has greatly increased sales in this category

It is learned that according to NPD, in the post-epidemic period, American consumers' interest in purchasing cosmetics has gradually recovered, and new makeup trends are emerging, mainly due to the large amount of time consumers spent on social media during the epidemic.

According to the NPD Cosmetics Consumer Report, about a quarter of American makeup users rely on social media to decide what makeup products to buy, and this number is significantly higher for Generation Z and Millennials. Social media has once again become a driving force for promoting makeup trends, which has also attracted a large number of creators to join.

From the perspective of social media platforms that influence the U.S. cosmetics market, YouTube is mostly a gathering place for professional beauty bloggers, and most of the videos they post are makeup tutorials and product usage videos, which are relatively simple. Instagram, on the other hand, is a platform driven by brands and bloggers, but a large number of over-modified and flawless photos cause visual fatigue among users.

As beauty content on social media becomes standardized and homogenized, the emergence of TikTok has once again injected new energy and become the preferred platform for Americans to find inspiration for cosmetics shopping.

Unlike other platforms, TikTok's content is not beautified and there are many unconventional contents, such as wrinkled tissue eye makeup, freckles makeup and so on.

A new makeup technique called "underpainting" has also emerged on TikTok, which is to apply blush, contour, highlight, etc. before applying base makeup. Then apply liquid foundation to make the makeup look more natural.

After the trend took off, blush sales in the U.S. experienced a resurgence, with dollar sales up 39% so far this year, according to NPD Point of Sale data. Cream and stick blushes, which are best applied before base makeup, more than doubled in sales last year and also grew compared to 2019.

Editor ✎ Xiao Zhu/

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