No: the closest matching 57% statistic does not say that beauty consumers avoid starting with Google. It says Google was the most-used search engine among respondents in a 2024 Greenpark survey of UK beauty consumers, as reported by Global Cosmetic Industry. The summary reports platform use, not where a shopping journey began.
What the 57% figure measures
Greenpark surveyed 1,300 UK adults over 18, described as Gen Z, millennials and Gen X. The published account says 57% used Google, making it the leading search engine in the survey. It does not say that 57% searched somewhere other than Google or that 57% began a beauty-product journey on a non-Google platform.
The same account lists YouTube at 45%, Instagram at 39%, Facebook at 35% and TikTok at 33%. These percentages add up to more than 100%, so they are not exclusive slices of one audience or a single journey. Respondents could be using multiple services; the public summary does not provide the questionnaire wording or response format needed to interpret the measure more precisely.
Platform use is not the same as where discovery starts
“Most used,” “used for product information,” and “first place someone discovers a product” describe different behaviors. The publicly reported Greenpark summary does not establish a first-touch discovery measure, and it does not provide enough survey detail to turn its platform figures into one.
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That distinction matters because someone might first hear about a product on TikTok, search Google for ingredients or availability, and later watch a YouTube review. A survey about platform use can capture several parts of that path without identifying which one came first. Greenpark’s head of omnichannel search and insights, Sam Barker, described search as spanning social platforms and AI technologies, but that observation does not convert the survey percentages into first-touch shares.
How reported platform preferences differ by task
The survey summary reports different leading platforms depending on the information people sought:
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- Product information: 47% turned to Google for information about different products.
- Tips and hacks: TikTok led at 35%, followed by Instagram at 31%.
- Product reviews: YouTube was the preferred platform for 30% of respondents.
These are task-specific reported preferences, not mutually exclusive shares of all beauty discovery. They suggest that consumers may choose a service based on the question they want answered rather than rely on one channel for every step.
What the survey reports by generation
The same survey’s reported generational results show variation in platform use, while still falling short of showing where each group first discovers a product.
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| Group | Reported platform figures |
|---|---|
| Gen Z | TikTok 58%; YouTube 55%. |
| Millennials | Google 55%; YouTube 50%; Instagram 48%. |
| Gen X | Google 64%. |
These figures are findings from the UK survey as reported by Global Cosmetic Industry, not universal estimates for everyone in those generations. The public summary does not state the field dates, sampling frame, weighting or exact question wording, so the figures should not be read as a precise ranking of first-touch discovery.
What the headline can and cannot support
The statement “57% of beauty consumers don’t start with Google Search” is not supported by the closest matching published result. The available report instead attributes 57% to Google as the most-used search engine in Greenpark’s surveyed UK sample. It supports a more careful takeaway: reported beauty-search behavior involves several platforms, and preferences vary with the task and generation.
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It does not establish that all beauty shoppers have shifted to social search, that Google has lost its role in discovery, or that AI search has replaced conventional search. The same survey summary says 10% of respondents were trying AI chatbots for beauty searches, including 15% of men and 6% of women; those are reported 2024 survey figures, not evidence of broad adoption or first-touch behavior.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why geography and measurement matter
The Greenpark findings apply to its surveyed UK adults, not to beauty consumers worldwide. For example, a separate 2025 Southeast Asia e-commerce report excerpt gives marketplace discovery at 57% and Google Search at 50%, but it covers e-commerce discovery rather than beauty-specific search and aggregates attribution across several inputs. Its matching 57% is a different statistic and should not be substituted for the UK beauty survey.
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Likewise, broader beauty-market estimates do not answer where people start a search. Market size and spending context may help explain why brands care about channel choice, but they cannot validate a claim about first-touch discovery.
Quick Recap
How to read beauty-search statistics
- Check the population: note the country, age range and sample before applying a result to other audiences.
- Identify the measure: distinguish any platform use or preferred channel from a first-touch question.
- Look for overlap: percentages above 100% across platforms usually mean they should not be treated as exclusive shares.
- Match the task: a result about reviews may not describe where someone looks for product details or tips.
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