U.S. beauty consumers say YouTube is their No. 1 digital source for beauty content, followed closely by Google Search. Appears In When brands become creators: How beauty brands can use YouTube to look their best Related Content How one beauty brand is predicting intent to drive growth Google data reveals the hottest skin care and hair care ingredients — and you’ve probably heard of them all 3 YouTube creators explore the shopping trends inspiring today’s consumers Related Data Watch time for “makeup transformation” videos has increased 110% YOY. Watch time for “makeup transformation” videos in Canada has increased over 80% in the last year. Watch time for beauty YouTuber videos has increased over 75% in the last year. 190 % increase YOY in uploads of haul videos with “sustainable” in the title. 13 X increase in views of haul videos. Views for videos related to sustainable living that provide tips for being more eco-friendly doubled in 2018 compared to 2017.