Skincare: The Search for Beauty
Skincare Consumer Search Insights
Skincare searches, uncovered
83% of beauty consumers purchase skincare products after searching online. Unlike casual scrollers, searchers are already actively engaged—and they’re not just turning to Google. Skincare search is thriving across TikTok, Instagram, YouTube, AI, and beyond.
We surveyed 1,300 UK beauty consumers to uncover how skincare search habits are evolving. This report breaks down where and how shoppers aged 18 to 55+ search for skincare content—and what it means for brands.
What’s inside?
The rise and fall of different search platforms
Insights on generational search behaviour
Meet our four skincare consumer personas – and find out what they’re searching for
Behind the report
Nishita has worked in the beauty industry for nearly decade, contributing to publications including Vogue, ELLE, and Grazia India.
- Hannah Kettle, Beauty Art Director
- Lauren Rock-Perring, SEO Manager
- Michelle Brownlee Smith, Content Lead
- Emanuela Seminara, Strategist
- Alicia Van Coillie, Social Media Director
- Michelle Randall, Digital Content Director
- Jane Fulcher, Head of Content EMEA & US
- Lauren Flynn-Khutsoane, Head of Marketing EMEA & US
Talk to us
We are all about creating needs-led content for omnichannel search and social – the sure way to futureproof your brand’s digital performance.