LTK released findings from a new beauty consumer study - shedding light into the U.S. shopper behaviors being shaped by creators. 

DALLAS-- March 27, 2025 – LTK, the first and largest creator marketing platform, today released  findings from its new Beauty Consumer Study - revealing new insights into the consumer shopping behaviors being shaped by creators in the beauty and personal care industry. 

Beauty and personal care continues to be the top shopped category in store and online from creator recommendations. For Gen Z, creators are now the top source for finding new products, tied with search and relied on 35% more than retailers. In addition, 60% of Gen Z report changing their opinion about a brand after seeing creator content about that brand. 

According to the new study, Gen Z likes beauty content 2X more than other content - especially video content. The most popular beauty content Gen Z loves to watch? Hair styling and hair care routines, skincare routines, makeup GRWM and get unready with me content rank at the top of their list. 

However, the impact of creators on beauty shoppers reaches far beyond Gen Z with 87% of the general population now reporting they are more likely to try a new beauty product after seeing a creator post about it. 

For more information or to download the full report, please visit: https://company.shopltk.com/a-beautiful-community