2025年美容行业网红营销趋势报告

Introduction: The Rise of Influencer Marketing in Beauty Industry0408Digital Marketing Trends: Digital Influencers, De-influencing,and Live Shopping11Beauty Key Focus Area : Skincare, Makeup/Nails, Haircare andFragrance, and Clean Beauty17House of Marketer Success Studies: Treatwell, Artisse, Endoca21TikTok, the Leading Social Media Marketing Beauty Trends22Consumer Behaviour: Personalization, Organic Beauty andCampaign, and Spending26Product Innovations : The Quiet Beauty and AI Crossover28Conclusion Table OfContent “As one of the first EMEA TikTok employees, I’veexperienced and harnessed the transformative power ofinfluencers in the beauty industry first-hand..Marketing success in the beauty sector hinges on socialproof, authenticity and genuine audience connections.Leveraging top-tier influencers who can compellinglynarrate and visualize your brand’s story in anentertaining way, is not only the most effective way tocaptivate beauty consumers, get them to purchase yourproduct or download your app, but it’s also powerful forfostering loyalty and engagement.The key is to launch campaigns that do more than justattract attention—they must entertain and inspire”– Inigo Rivero,Co-Founder and Managing Directorof House of Marketers ●Nearly 2/3 (65.8%) of InfluencerMarketing Hub survey respondents admitto havinga dedicated budget forcontent marketing●The 84.8%survey respondents believethatinfluencer marketing is aneffective form of marketing.Beautybrands that strategically leverageinfluencer marketing have seen a boost intheir revenue and online sales.●50.1% of the responders also believe thatTikTok deliver the best ROIforshort-form video●Micro-influencers contributed to 7.7%of the Influencer Media Impact Value(MIV®) in the beauty industry.The Rise of Influencer Marketing in Beauty IndustryThe global influencer marketing market has experiencedsignificant growth,more than tripling in sizesince 2019.Current projections estimate an average annual growthrate of 21.2% from 2022 to 2024, with the market expectedto reach U.S 24 billion by the end of 2024.Source:Statista (2024). Global influencer marketing value 2016-2024, Influencers Marketing Hub (2024). The State of Influencer Marketing 2024: Benchmark Report, Statista (2024). Distribution of influencer Media Impact Value (MIV) ofthe beauty industry worldwide2016202220232024$24B$21.1B$16.4B$1.7B Young Adults DominateTikTok's AudienceThe younger segments are TikTok's main audience:17.3% are females aged 18-24, and 18.9% are males. The25-34 group is also significant, with 14.6% females and19.3% males. Overall, the user numbers drop as ageincreases.FemaleMale17.3%18.9%19.3%14.6%8.9%6.9%3.7%4.2%18-2425-3435-4445-54Share of active TikTok users25%15%10%5%0%20% TikTok has the Highest Followers of Beauty InfluencersWorldwideTikTokwas theleading platform for beauty influencer followersin both the United States and the UnitedKingdom. In the United States, TikTok attracted over 1.5 million beauty influencer followers.In the United Kingdom, TikTok also led the market with 559,840 beauty influencer followers.Source:Statista (2024). Number of followers of beauty influencers in selected countries worldwide5395931,557397435306323323560300419151123202316UnitedStatesBrazilUnitedKingdomCanadaFranceInstagramYouTubeTikTok2,000150010005000Numbers of followers inthousands TikTok and The Growth of MaleGroomingGlobally, men are increasingly expanding their grooming routines.The celebrity-driven‘malepolish’ trend has persisted into 2024,highlighted by a collaboration between Pharrell Williams’Humanrace and Tyler, the Creator’s Golf Le Fleur brands to launcha new limited edition green nail polish.Notably, even Dwayne ‘The Rock’ Johnson and LeBron James havelaunched their own skincare and personal care brands for men.TikTok confirmed that1 in 4 boughtsome beauty productsafterseeing a beauty TikTok video.Globally the average userspends 52 minuteson TikTok every day.About90%of their worldwide users access TikTok on a dailybasis.Source:Search Logistics (2024) TIKTOK USER STATISTICS 2024: EVERYTHING YOU NEED TO KNOW, TikTok for Business, Cosmetics Business (2024). Cosmetics Business reveals the top 5 male grooming trends of 2024 in new report Over 1/3of Americans who follow beauty influencerscheck their reviews or recommendations beforepurchasing a new product.Additionally,3/5of UK consumers consider the socialmedia personalities they follow to be experts in thebeauty fields.Digital Influencers areShaping the BeautyIndustry's GrowthA prevailing trend in the beauty and personal care (BPC)industry is the significance of purchasing productspromoted through inclusive advertising, highlights theimportance of diverse and inclusive content in brands’social media and influencer marketing.Notably,59% of Black US consumersand58% ofHispanic USconsumersfollow BPC influencers withtheir specific skin toneor type for productrecommendations on social media. Source:Mintel (2024). How Influencer Marketing Will