In 2025, social media continues to shape skincare habits, directing how people discover, evaluate, and buy cosmetic and skincare products.

With platforms driving visual-first engagement, they’re now among the most trusted sources of beauty information, especially among younger buyers.

This article presents verified, up-to-date statistics on the role of social media in skincare product choices. Data has been sourced from global consumer research and health studies.

These insights offer an objective overview of platform-driven behaviors across demographics, commerce, and health outcomes in the skincare space.

How Social Media Creators are Shaping Skincare Awareness

More consumers are turning to social platforms as their starting point for skincare research. Posts, tutorials, influencer insights, and expert content dominate the discovery phase.

• Instagram, YouTube, and TikTok are the most-used platforms for skincare information in Southeast Asia. Skincare discovery on these platforms is largely based on videos, before-and-after images, and creator recommendations.²⁰
• 71% of consumers say they discover new skincare products through social media, and 81% are influenced by reviews and recommendations from peers and influencers when deciding what to buy.⁵
• Only 4% of dermatology-related Instagram accounts are managed by board-certified dermatologists, raising concerns about the reliability of skincare advice found during product discovery.²¹
• 74% of kids aged 7 to 17 years old watch “get ready with me” videos, which shape their understanding of skincare routines.¹⁹
• 34% of shoppers purchased a viral or trending product in the past year—up from 17% in 2024—with Gen Z (40%) and millennials (39%) most likely to buy based on social media buzz.¹²

The rise of creator-driven content has made social media the dominant entry point for skincare education, especially among younger users. With children and teens engaging deeply through formats like “get ready with me” videos, discovery often begins long before traditional marketing reaches them.

However, the scarcity of expert voices—such as board-certified dermatologists—raises concerns about the accuracy and safety of the information that drives these early skincare decisions.

What Drives Skincare Buying Decisions Online

As visuals become the standard for trust-building, many consumers report being influenced by how well skincare products are presented on platforms.

• #Skincare has 35.8 million tagged TikToks, indicating massive consumer engagement and interest in skincare content on social media.³
• 22.9% of medical students say they’ve been influenced by social media when buying skincare products.⁹
• 91.3% of women in Saudi Arabia report that visual content on social media affects their trust in skincare information.¹
• 37.1% of those women say the influence was moderate, 22.8% classify the influence as strong, while 10.2% say their buying behavior was excessively influenced by social media.¹

  

• 79% of kids aged 7 to 17 years old asked a parent to buy a beauty product they saw on social media.¹⁹
• Gen Alpha is twice as likely to use products with specific ingredients, reflecting increased parental awareness of what children are applying to their skin.²²

The influence of social media on purchasing behavior extends across age groups, with children and adults alike responding to visually engaging content. From young adults to school-aged kids, consumers increasingly base decisions on what they see and trust online.

As younger users directly request products and adults rely on visual cues, social media has become a powerful driver of purchase intent, often bypassing traditional marketing in favor of creator-led influence.

Top Platforms Influencing Skincare Discovery in 2025

Some social channels hold more sway than others when it comes to shaping consumer behavior in the skincare market. To understand which platforms are capturing the most attention globally, the chart below shows the social networks with the highest number of monthly active users as of February 2025.²³

But reach alone doesn't paint the full picture—additional data reveals which platforms are actually driving skincare discovery and purchase behavior across generations

• Among U.S. women aged 18–29 influenced by influencer accounts, 47% by Instagram ads, and 45% by YouTube ads when deciding on skincare products.⁸

  

• 25% of TikTok users purchased a product after watching a beauty-related video, and 67% said they were influenced by content on the platform.¹³
• 40% of Gen Z consumers in the U.S. and U.K. discover beauty products on TikTok, but many say they would switch to Instagram or YouTube if TikTok were banned.¹⁷

  

• Millennials (43%) are the most engaged generation in livestream shopping, followed by Gen Z (38%) and Gen X (35%), while Baby Boomers lag behind at just 21%.¹²
• Overall, 35% of all shoppers purchased a product from a livestream event like TikTok LIVE or Instagram Live in the past year—up from 13% the year prior.¹²
• Retinol is the most popular and most searched cosmeceutical across both search engines and TikTok, with the highest search volume index and video views in 2025.⁴

The data highlights a clear hierarchy of platform influence, with video-driven and mobile-first channels leading skincare engagement. For brands, prioritizing these platforms is essential to reach and convert today’s digitally native beauty consumers.

How Gen Z and Gen Alpha Discover Skincare on Social Media

The strongest influence occurs among young, digitally active consumers, particularly students and those early in their skincare journey.

• 74% of adults aged 25 and under say social media content on acne, anti-aging, and skincare routines influenced their behavior.²
• 37% of females and 32% of males report buying more skincare and beauty products online in the past six months; rates were higher among non-binary (38%) and trans* users (75%).⁵

  

• In 2023, households with Gen Alpha tweens (ages 6–12) spent $2.4 billion more—and those with teens (ages 13–17) spent $2.4 billion more—on skincare than households without children in those age groups, driven in part by social media content from creators like North West, Penelope Disick, and Haven and Koti Garza.¹⁰

  

• 83% of Gen Z women purchased beauty products online after seeing recommendations from content creators.¹⁶
• Males are now just as engaged as females in beauty and personal care, with 30% saying they are “very interested” in these products and have strong brand preferences.²²
• 68% of children aged 7 to 17 follow a skincare routine regularly, often both morning and night.¹⁹
• Generation Alpha starts engaging with skincare and beauty products around age 8—five years earlier than Gen Z—driven largely by TikTok trends.²²

Social media’s impact on skincare behavior spans a wide range of demographics. Influence patterns are also shaped by gender identity and education level, with non-cisgender consumers reporting the highest rise in spending.

As beauty habits form earlier and social content replaces traditional education, brands must account for the diverse needs and motivations of these increasingly digital-first audiences.

How Social Media is Fueling Global Skincare Sales

Social platforms have evolved into revenue-generating machines. In-app shopping, creator recommendations, and live commerce have changed how beauty products are sold.

• TikTok Shops sold over 370 million beauty and personal care units worldwide in 2024, making beauty and personal care the top-selling category on the platform.¹⁸
• TikTok Shops generated $2.5 billion in global beauty product GMV in early 2025.⁶
• Gen Z considers customer reviews, ratings, and user-generated photos or videos the top factors when buying beauty products online, with most spending $51–$100 monthly on skincare and beauty.¹⁴
• Over 30% of global skincare market share is held by Asia-Pacific, driven by rising social media use and higher disposable income among consumers in the region.¹¹

  

• The skincare market in North America is expected to grow at a CAGR of 7% through 2035, with the U.S. dominating the industry.¹¹

The convergence of content and commerce is accelerating skincare sales across digital platforms. With high-volume transactions, seamless checkout features, and influencer-driven campaigns, social media now functions as both the storefront and salesperson in the modern beauty economy.

The Dangers of Viral Skincare Routines for Children and Teens

While fast discovery and access can benefit consumers, there are growing concerns about product misuse driven by unverified or misleading trends.

• 68% of children aged 7 to 11 have an established skincare routine, according to surveyed parents.¹⁵

  

• The most-viewed TikTok skincare videos contained an average of 11 potentially irritating active ingredients, such as alpha hydroxy acids (AHAs), which increase the risk of skin irritation, sun sensitivity, and allergic contact dermatitis.⁷
• Only 26% of daytime skincare routines included sunscreen, despite its critical importance in protecting skin from UV damage.⁷
• Many Gen Alpha children are using products with active ingredients like vitamin C and salicylic acid by age 8, which dermatologists warn can trigger irritation, peeling, and redness on undeveloped skin.²²

Young users are starting skincare routines earlier, often following trends without understanding product safety. Without proper guidance, this can lead to irritation or long-term skin issues. The data shows a growing need for better education and age-appropriate skincare advice online.

What Today’s Consumers Expect from Skincare Brands

In 2025, social media influences and drives skincare from early discovery to final purchase. Platforms like TikTok and Instagram shape decisions through visual content, peer reviews, and creator influence. Younger users, including Generation Z and Generation Alpha, are engaging with skincare earlier, often spending more and relying on advice that may lack expert backing.

This shift presents both opportunity and risk as it also exposes users—especially children and teens—to misinformation and potentially harmful ingredient use.

Consumer expectations are evolving, particularly across gender identity and age. At the same time, the rise of in-app purchases and creator-led commerce is redefining how and where buyers convert.

To stay relevant, brands must go beyond marketing, offering evidence-based education, safer product guidance, and inclusive representation that meets the demands of a highly informed and socially influenced audience.

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