Singapore – TikTok has driven a 22% increase in sales of beauty products on social media platforms, according to a report from data analytics company Euromonitor International.
User-generated content and influencer marketing have sparked the sales increase on social media platforms, according to Euromonitor International’s report. Consumers’ elevated awareness of self-care and wellness also contributed to the increase in beauty products purchases.
In a separate survey done by the company in 2024, 36% of global consumers are planning to increase their spending on health and wellness.
According to the report, 59% of global skincare consumers are influenced through digital media channels.
Since online platforms are informing consumers about their self-care needs, consumers are shifting to healthier products and lifestyles. This led to a greater focus on healthy ingredients to have healthier skin.
Through ‘shoppable videos,’ influencers, dermatologists, skin care experts, and brands allow consumers to conveniently inquire about products or purchase them.
TikTok Shop also contributed to establishing a significant user base. According to Euromonitor, beauty and personal care products were the top sellers in 2024, which accounts for about 6% of TikTok Shop sales in the United States.
Additionally, the #Kbeauty hashtag was used on 7.7m posts on Instagram and 1.4m on TikTok, reflecting the surge in Korean beauty products.
Bob Hoyler, global insights manager for retail, at Euromonitor International, said, “With content creation at our societal forefront, businesses and marketers are leveraging these platforms for branding, advertising and consumer engagement to reach their target audiences, drive conversion, and enable product discovery.”
Jitong Li, consultant for beauty and fashion at Euromonitor International, commented, “The app is increasingly driving product trends in the US, particularly in the colour cosmetics and skin care categories. As beauty and personal care product prices rise and consumer awareness of ingredients grows, “dupe” products are gaining traction.”
