Why Consumers Now Trust Beauty Influencers More Than Ads In The Post-TikTok Boom Era

Beauty influencers have become an enormous part of the beauty community, inspiring consumers to explore and purchase from their favorite brands.

According to Sprout Social, the global influencer marketing industry is projected to reach $33 billion in 2025, with beauty influencers playing a major role.

Many individuals have influencers they regularly interact with on TikTok, Instagram, YouTube, etc., highlighting just how influential this group has become.

Lately, there have been changes in the beauty industry that have allowed beauty influencers and content creators to experiment with new ways to help us discover makeup products, skincare, or hairstyling tips.

So what does it mean to be a beauty influencer, and why are they such a big deal right now?

What Is A Beauty Influencer?

According to Influencity, a beauty influencer is “ a social media personality who creates and shares content related to makeup, skincare, haircare, and other beauty-related topics.” 

More than ever, people are searching for beauty influencers on social media platforms to see what is trending and what new products their favorite influencers are using. Influencers are becoming a big part of marketing because they feel more authentic than TV commercials and magazines, and people feel personally connected to them.

As a result, the beauty industry is seeing significant changes, with beauty influencers like iluvsarahii (6.6 M), NikkieTutorials (19.1 M), and Melinda Berry (1.6 M) (as of April 2025). These creators regularly share makeup tutorials and honest product reviews, and participate in popular beauty challenges and trends.

Trust and Authenticity

Influencers play a significant role in brand success because their content is focused on authenticity and transparency. Consumers trust beauty influencers more because they appear real, not scripted, like ads.

Izea reports that “77% of social media users prefer influencer content over traditional ads.”

That trust comes from the content beauty influencers consistently share, including daily skincare and makeup routines, GRWM videos, and timely product reviews.

Rather than simply just talking about the product they are using, testing it, and sharing their honest opinion - people view them as relatable, trustworthy individuals who offer genuine opinions. When their reviews feel authentic, it's convincing enough to encourage cunsumers to run to the nearest beauty store and buy the product.

For example, in November 2024, beauty influencer Mikayla Nogueira launched her brand, Point of View. Popsugar said her announcement video got nearly 9 million views and over 7,000 comments. That kind of response shows just how much her audience trusts her.

People connect with Mikayla because she’s relatable and open about her struggles, just like a close friend you can count on. 

Below are some examples of influencers expressing their opinion on Point of View:

The Power of Social Proof

Trust can be powerful. Social proof happens when thousands of people like, comment on, repost, or reshare beauty influencers’ posts every day: it supports the idea that the product is worth buying.

Consumers are more likely to purchase and trust a product recommended by an influencer they follow,  rather than a celebrity they do not really know.

People often look at others when making decisions because we care a lot about what people think. When a beauty influencer with an engaged audience promotes a product, people start seeing it as credible, which gives the consumer a sense of validation.

This is precisely why brands try to create partnerships or collaborations with influencers to motivate and establish credibility in the market. Influencers take advantage of people's fear of missing out by making it seem like products are exclusive or limited editions to encourage people to buy before it’s too late.

Examples of this: 

• Glossier released its Black Cherry Collection, a limited-edition line featuring cherry-hued blush and lip balm. [Glossier]
• Meghan Trainor teamed up with e.l.f. Cosmetics to launch the Halo Glow Powder Filter and a limited-edition Cloud Skin bundle. [Elf Cosmetics]
• At a  Galentine's event with Jennifer Aniston, Selena Gomez introduced the Soft Pinch Matte Bouncy Blush, available online for just 48 hours before its official launch. The limited drop built significant buzz. [Rare Beauty]
• SZA’s Not Beauty debuted with three signature lip glosses sold only at pop-up shops during her Grand National Tour. [Not Beauty]

Boosting Engagement Through Connections

Boosting engagements through connection is not just about getting consumers to buy your products. It's about keeping them interested. Beauty influencers know how to create fun and exciting content that makes people join the conversation.

They do this by posting regularly on their social media accounts, starting fun video challenges like the #pumpchallenge, sharing polls, creating Reels, or answering comments.

Communicating with their audience makes their followers feel seen and heard. It helps influencers build a strong connection with their existing audience, and reach new audiences, bringing everyone back to watch more content. This engagement is what makes brands want to work with them. 

For example, Hailey Bieber’s Rhode Skin team is known for always replying to comments and DMs. This makes their followers feel seen, heard, and part of the brand. That kind of communication builds trust and keeps people coming back, turning casual followers into loyal fans.

Brands also seek influencers who align with their values. This level of connections turns followers into loyal fans, which is precisely what brands look for when choosing who to partner with.

How Influencers Shape Beauty Trends

Influencity shares “content creators are trendsetters, community-builders, and trusted voices for your audience.”

Beauty Influencers aren’t just talking about products anymore, they are helping create the beauty trends everyone is following. Now, a post from a well-known influencer can start a whole new look or trend that goes viral.

Popular trends such as  butter skin, 90s nostalgia, 92i makeup, clean girl makeup, Turkish delight makeup, etc. popping up  across a variety of  platforms.

Makeup trends like this on Instagram and TikTok usually lead to products selling out quickly. Beauty influencers sometimes have the power to make beauty trends go viral, while traditional ads struggle to have the same impact.

By doing this, influencers help beauty brands sell their products more quickly.  As a result, they are shaping how products are advertised and sold by coming up with unique and relevant trends. They build trust and connect with people in ways that traditional ads never could.

Conclusion

Beauty influencers have entirely changed how people discover and buy beauty products. They’re more than just people who post on social media: they are trusted voices, trendsetters, and creative leaders.

Whether they review a new product, start a makeup trend, or talk with their followers, they make a real impact.

People trust them because they’re honest and relatable, and they make beauty feel fun and exciting. Instead of watching a commercial, people now look to influencers to help them decide what to try next.

As the beauty industry continues to grow, influencers will continue to shape what we buy, what we wear, and what’s trending next.

✍️ Written by Ingrid Garcia