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Scrolling through your feed, you see your favourite beauty influencer raving about a new serum — flawless skin, perfect lighting and a swipe-up link. A few posts later, you spot a low-key, unfiltered review from a regular beauty lover, testing the same product in her dimly lit bathroom. One is an influencer, the other is user-generated content (UGC). But which one really makes you click ‘add to cart’?
In 2025, the beauty industry is experiencing a fascinating tug-of-war between influencer-led marketing and the rising dominance of UGC. So, let’s break it down — what’s winning over consumers and what does it mean for beauty brands?
Influencers: The OG Beauty Gurus
For years, influencers have been the gatekeepers of beauty recommendations. Whether it’s a GRWM (Get Ready With Me) or an in-depth review, their content is polished, aspirational, and backed by years of building trust with their audience.
Why They Still Work
- Expertise and credibility: Fans rely on their recommendations.
- High engagement: Their followers actively interact with content.
- Brand authority: Collaborating with the right influencer adds prestige.
The Challenge
- Scepticism is growing. With #ad fatigue and overly curated content, some consumers wonder: do they really love this product, or is it just another paid partnership?
UGC: The ‘Real’ Reviews Taking Over
User-generated content — think unfiltered before-and-afters, bathroom counter hauls, and “I just bought this, let’s see if it works” videos — is booming. It feels real and relatable, which is exactly why Gen Z and Millennials are paying attention.
Why It’s Winning Hearts
- Feels authentic and unscripted.
- More diverse perspectives — not just pro beauty creators.
- Sparks community trust — "If someone like me loves it, I might too!"
The Challenge
- Less polished and brand-controlled, meaning some content might not align perfectly with a brand’s image.
So… Who’s Really Driving Beauty Sales?
The answer? Both — but in different ways.
- Influencers are still key for prestige beauty, expert tutorials and first impressions.
- UGC is the deciding factor when shoppers are debating, “Should I actually buy this?”
What Should Beauty Brands Do?
The winning strategy in 2025? A mix of both.
- Leverage influencers for brand awareness and credibility.
- Boost UGC through reposts, customer reviews and incentivising real users.
- Encourage “real talk” from influencers — a little imperfection adds credibility.
At the end of the day, consumers want recommendations they can trust, whether from an influencer they love or a fellow beauty enthusiast who just happened to share their thoughts. The brands that embrace both? They’re the ones that will win the beauty game in 2025.
Want to figure out how you can make this work for your brand? Let’s chat!
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