U.S. beauty consumers turn to videos produced by brands and publishers nearly as much as product review videos from other users.

Google/Kantar TNS, Connected Beauty Consumer Study, U.S., n=420 women age 16–54 who purchased makeup, skincare or hair care products within the past month, Nov. 2018.


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Related Data

U.S. beauty consumers say YouTube is their No. 1 digital source for beauty content, followed closely by Google Search.

November 2018 Google/Kantar TNS

Users searched almost 90 million times for specific natural beauty ingredients in the past year.

August 2018 Google Data

Focussing soley on beauty fanatics, CoverGirl reached new audiences and achieved a 2X return on ad spend.

January 2018 Google Internal Data

of top beauty videos about aloe did not mention a brand.

December 2017 YouTube Data

YouTube viewers use the platform for help with a problem they’re having with their work, studies, or hobbies.

October 2017 2and2/Google

How watching videos on YouTube makes people feel

October 2017 2and2/Google