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User-generated content and influencer marketing have heightened consumer awareness of wellness and personal care.
April 1, 2025
By: Melissa Meisel
In the last two years, Beijing-based ByteDance has been leading the charge in growing the global social media commerce market
TikTok is redefining personal care journeys by driving trends in particular categories.Social media platforms are swiftly replacing search engines when discovering new products.
22% of sales were shaped by global social media commerce (S-Commerce) and 3% of total e-commerce sales conducted via social media platforms in 2024, reveals data analytics company Euromonitor International.
User-generated content and influencer marketing on social media platforms have heightened consumer awareness of wellness and personal care and elevated the industry’s importance, Euromonitor International’s Passport: Digital Shopper 2025 research has found.
Bob Hoyler, global insights manager for retail, at Euromonitor International, said: “With content creation at our societal forefront, businesses and marketers are leveraging these platforms for branding, advertising and consumer engagement to reach their target audiences, drive conversion, and enable product discovery.”
According to Euromonitor’s Voice of the Consumer: Beauty Survey 2024, fielded June to July 2024, 36% of global consumers are planning to increase spending on health and wellness.
Consumers are increasingly focusing on healthy skin, ingredients, and accomplishing beauty from within. Digital channels are educating them on their needs, driving a shift towards healthier lifestyles and greater spending on health-focused products.
Whether through special offers, media engagement, or trusted reviews, digital media plays an important role in influencing purchasing decisions and shaping the overall customer experience, this is especially true within the skin care market.
Influencers, dermatologists and skin care experts continue to drive the narrative, but they are now joined by brands using integrated social commerce features. “Shoppable videos” and livestreamed skin care tutorials let consumers ask questions in real time and make purchases on the spot.
In other news, the deadline for a U.S. company to buy TikTok is April 5. Learn more here.
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