No: the closest matching 57% figure says Google was the most-used search engine among respondents to a 2024 UK beauty-consumer survey. It does not say that 57% of beauty consumers avoid Google or begin their search elsewhere. The findings point to overlapping channel use that varies by task and generation—not a simple switch away from search.
What does the 57% figure measure?
Greenpark surveyed 1,300 UK adults over 18, described as Gen Z, millennials, and Gen X. In a November 2024 account of the survey, Global Cosmetic Industry reported that Google was the most-used search engine among respondents at 57%. The same report listed YouTube at 45%, Instagram at 39%, Facebook at 35%, and TikTok at 33%.
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Those figures add up to more than 100%, so they are not exclusive shares of a single starting point. They should not be read as the percentage of shoppers who begin a product journey on each platform. The public summary does not provide the original questionnaire or enough detail to establish precisely what “most-used” meant.
Where does the survey say people look for different kinds of beauty information?
The results vary with the task respondents had in mind. In the same Greenpark survey, as reported by Global Cosmetic Industry, 47% turned to Google for information about different products. For tips and hacks, TikTok led at 35%, followed by Instagram at 31%; YouTube was the preferred platform for product reviews for 30% of respondents.
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These are distinct task-specific results, not interchangeable measures of where a shopper first discovers a product. They suggest that people may use different channels as they seek product details, advice, and reviews.
How did reported platform use differ by generation?
Greenpark’s reported results also varied across generations. The percentages below are platform-use findings from that UK survey, not estimates for every person in each age group:
Rank #2
| Group | Reported platform findings |
|---|---|
| Gen Z | TikTok 58%; YouTube 55% |
| Millennials | Google 55%; YouTube 50%; Instagram 48% |
| Gen X | Google 64% |
The pattern is consistent with social and video platforms being important parts of beauty search for some younger respondents, while Google remained prominent among millennials and Gen X in this sample. It does not establish that an entire generation starts—or does not start—its searches in one place.
Does the survey show that beauty shoppers start on social media or AI?
It shows that respondents reported using multiple search platforms, and that platform preference differed by task and generation. It does not establish first-touch discovery: the public summary does not give the question wording or a measure that identifies the first place a consumer turned to in a product journey.
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The report also said 10% of respondents were trying AI chatbots for beauty searches, with the figure at 15% among men and 6% among women. That is a reported 2024 survey result, not evidence that AI had replaced Google or that most beauty shoppers began with a chatbot.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the finding means—and does not mean
- Supported: In Greenpark’s surveyed UK sample, Google was reported as the most-used search engine at 57%, and respondents also reported use of YouTube and social platforms.
- Not established: That 57% of beauty consumers avoid Google, that 57% start on another platform, or that the results represent beauty shoppers worldwide.
- Useful interpretation: For understanding beauty discovery, distinguish platform use from first-touch discovery, and compare results only when the population, question, and response format match.
The survey covered 1,300 UK adults over 18, but the public account does not include field dates, sampling frame, weighting, or the original questionnaire. Those limits make the headline’s specific first-touch claim unsupported by this source.
A separate NIQ 2024 Beauty Futures announcement discusses generational differences in beauty spending and channel choice, including Gen X’s role in spending. It provides context, but does not validate the 57% claim about where consumers begin searches. Likewise, a Southeast Asian e-commerce report gives a separate 57% figure for marketplace discovery, with Google Search at 50%; that is not a beauty-specific finding and should not be conflated with Greenpark’s UK survey.
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