“….. consumers are gravitating towards relatable and authentic influencers far more than other attributes such as an aspirational lifestyle or celebrity status……..social media users were more likely to follow influencers whom they deem authentic and fun.”

“a beauty product is sold every two seconds on TikTok Shop. Amazon has become the largest e-commerce merchant for beauty in Europe. Specialists like Sephora and Ulta Beauty are fighting back with a focus on experiential retail, to varying degrees of success”

“68 percent of respondents were unhappy about the high volume of sponsored content on social platforms and 65 percent were turning less to influencers than a few years ago. One study found Gen Z loses active attention for advertising after just 1.3 seconds.”

“Some 59% of survey respondents said visiting physical stores is their favourite way to shop for make-up, and experiences like speaking to consultants on the shop floor influence 39% of consumers to buy.”

“As influence continues on a hyper-personal path, the essence of authenticity will increasingly pivot towards the trust and transparency cultivated in these new AI-facilitated connections.”

“Beauty brands, which have traditionally been the face of Influence, can play a pivotal part in nurturing The Creator Economy….by championing small scale influencers as the next wave of beauty pioneers ………..and tapping into the creator’s curated audience, which may have evaded the brand in the past.”