Key Takeaways:Social-commerce is driving beauty purchases, especially among Gen Z and millennials.Consumers demand ingredient transparency, efficacy, and value-driven product assortments.In-store experiences must match digital discovery for lasting customer loyalty.ChangeUp’s latest study, based on a survey of over 1,600 US beauty shoppers, reveals that consumers now expect retail to go beyond transactions, demanding a physical experience that rivals the dynamics of the digital world. This shift is urgent as physical stores lag behind evolving beauty trends.The Influencer Effect59% of shoppers actively seek affordable alternatives to high-end products.70% of Gen Z and millennials make purchases directly via TikTok or influencer links, underscoring the power of social commerce.72% use Instagram as a tool for visual discovery.67% use TikTok as a  tool for visual discovery.67% use YouTube to research beauty products.E.l.f Cosmetics exemplifies this trend, doubling its Q2 2025 sales through campaigns like Makeup Trending on TikTok, tightly linking online buzz to in-store transactions. TikTok sales in the US have seen a surge of 120% year over year (YoY), with beauty and personal care ranking among the top-selling categories alongside womenswear.Longevity-Driven Beauty71% of respondents read labels carefully.69% maintain ingredient “no-lists.”69% rely on beauty products to look and feel younger.These numbers hint at a growing sophistication among consumers who value both science-based results and age-defying efficacy.