The Impact of Prominent TikTok “Influencers” On Gen Z Impulse Buying Habits Within the Makeup Industry

Rebecca Flum

Co-Presenters: Georgia Heintz

Major: UN.NONMATRIC/HSP

Faculty Research Mentor: Salehi, Reza Fazli

Abstract:

Companies in the beauty industry have struggled to maintain their market growth, share, and relevance among shifting consumer values in a technology-focused era. However, this raises questions on how designated influencers truly drive sales and impact impulse buying habits. While previous studies identify a positive correlation between the use of influencer marketing and beauty sales, they often fail to focus on strategies that promote long-term sales growth. This study explores the impact of prominent TikTok “influencers” on Gen Z impulse buying habits within the makeup industry, focusing on functional strategies for beauty companies.Utilizing a mixed-methods approach, this study analyzed 10 articles published within the last 6 years, combining consumer opinions with statistical data to examine Gen Z behaviors specifically within the beauty industry. The findings suggest that TikTok influencers are highly effective, both financially and in bringing together community, highlighting the need for strategies focusing on content authenticity and sustained engagement.Keywords: TikTok, Influencers, Beauty, Sales, Strategy