2025 Beauty Marketing Study

This is Beauty’s bold new look. New platforms and tech are shaking up the industry, and shoppers are finding and purchasing products in ways never seen before.

Tinuiti surveyed more than 1,000 beauty shoppers in January 2025 to better understand how these changes are redefining the customer journey. This report offers new insights into the trends you need to know, such as:

• The rise of AI chatbots and their role in beauty product discovery, search, and evaluation – from Baby Boomers to Gen Z
• The swaying power of “Get Ready With Me” videos and other influencer tactics, and where they rank compared to other video formats
• Perceptions around GLP-1 drugs like Ozempic and the likelihood of beauty shoppers giving them a permanent place in the market

With deep data and analysis into 20+ industry-shaping questions, Tinuiti’s 2025 Beauty Marketing Study equips your brand with the insights needed to craft a successful marketing strategy.