TikTok Trends Fuel Beauty, Skin Care Category Growth

Gen Z and Millennial consumers are fueling the growing categories, showcased in a new report that looks at Amazon data.
Zachary Russell
Associate Editor
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beauty products

The skincare and beauty care sectors continue to see strong growth on Amazon, offering insights for private label brands.

According to e-commerce insights and intelligence platform Jungle Scout Cobalt, the categories have grown substantially year-over-year as younger consumers look to social media for trends and style tips. 

According to the category snapshot report for December, 71% of Gen Z consumers and 52% of Millennial consumers are likely to purchase a beauty they found from TikTok. Among consumers influenced by TikTok, 77% said people on their holiday gift list asked for products they learned about from the video app. And when shopping for a beauty product, 21% of those surveyed said they started on TikTok.

As for categories that boomed to close out the year, makeup (+40.5%), makeup brushes (+39.5%) and bags (52.5%), skin care items (+56.4%) and travel items (+972.6%) led the pack in year-over-year growth, signaling that the category is continuing to gain steam.

Jungle Scout Cobalt added that since overall consumer spending has dipped in response to inflation across categories, retailers should look to offer increased value.

“Consumers and brands alike remain cost-conscious,” said the firm in the report. “As you look for ways to reduce expenses while still driving sales, carefully track how your products are performing and focus promotional efforts on reliable best seller. Offering deals and bundling complementary products can help incentivize shoppers to choose your brand over a competitor.

The full report from Jungle Scout can be found here.