Chloe Randall

62% of Gen Z use social media to suss out beauty trends

By Chloe Randall | 15 November 2022 | Movers & Shakers, News

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In the UNiDAYS Beauty Report 2022, which surveyed 4,845 students, it has been revealed that 62% of UK students say that they use social media to suss out the latest beauty trends, with Instagram being the go-to destination for the vast majority (80%).

Video tutorials prove popular among students as it was found that three in four watch tutorials to find beauty recommendations and see the products in action, with YouTube, Instagram and TikTok the most commonly used platforms.

It was also unveiled in the report that 43% of Gen Z never buy beauty products tested on animals and 37% refuse to buy products that contain ingredients harmful to the environment.

The top beauty brands for students in the UK are:

  • The Ordinary
  • MAC Cosmetics
  • Benefit Cosmetics

Nearly half of those surveyed (47%) prefer a mixture of in-store and online shopping experience, with 60% of UK students planning on purchasing fashion items and 40% planning on buying beauty products as holiday gifts.

UK students are willing to spend 10-20% more for ethically sourced and vegan beauty products and 37% refuse to buy products that include harmful ingredients.

While UK students’ intentions are clear, there is an issue when it comes to awareness. While 7 in 10 have checked if a product has been tested on animals, 2 in 5 have never checked to see if a product contains microplastics or palm oil. When asked the most important factor when deciding which beauty brands to shop for, students ranked environmentally conscious and sustainability among the top three factors they consider.

In addition, influencers play a crucial role for Gen Z when it comes to beauty purchase decisions. A third of UK students (34%) use influencers to keep up with the latest in the world of beauty, with nearly two-thirds (63%) of these respondents more likely to purchase a beauty product that uses influencers in their advertising.

“UK students are ready to find their next favourite beauty product – but they have conditions that must be recognised,” comments Alex Gallagher, Chief Strategy Officer at UNiDAYS.

“Our report found that Gen Z actively look for brands that maintain the highest ethical standards, they are passionate about sustainability and environmental issues and expect brands to reflect this.”

“Brands should take the above into account when considering their business practices and product ingredients. Moreover, it’s beneficial for brands to clearly communicate their cruelty free and environmentally friendly practices in their brand messaging. These efforts are key to earning the trust and loyalty of this hyper-aware, hyper connected demographic.”