The Role of Authentic Peer Recommendations in the Beauty Industry

Consumers are turning to their peers for beauty recommendations as trust in celebrity influencers dwindles. See what over 27,000 consumers had to say about their beauty journey. 

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Beauty is in the eye of the consumer

Social media is redefining the beauty industry and creating a space for authenticity. Not only are beauty lovers today leaning away from celebrity-influenced advertisements and more toward peer-to-peer recommendations and brand advocacy, but they're also likely to share about the products they love on social media. 

We surveyed more than 27,000 members of our Smiley360 online community to get a full look at what is most important to beauty-loving consumers today. 

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