TikTok is now a key product discovery platform in the U.S – the #TikTokMadeMeBuyIt hashtag has over 30M videos on the platform and counting. Big name beauty brands like L’Oreal have launched #TikTokMadeMeBuyIt creator-led campaigns, while users increasingly cite TikTok as the first place they hear about new products. Features such as commerce-enabled content and creator shop links are helping to turn discovery into direct purchase.

But who makes up the “TikTok made me buy it” community in 2026?

Who’s discovering new products on TikTok in 2026?

Using YouGov Profiles data, we examined Daily TikTok users who say they discover products via influencers on social media. They skew young, but not exclusively so.

Those aged 25-34 make up the largest share (29%), followed by those aged 18-24 (21%). Adults aged 35-44 account for 19%, while 45-54 represent 14%. Those aged 55+ comprise 16% of the audience. The group is predominantly female (63%), though more than a third are male (37%). In income terms, lower-income households (below 75% of median income) make up 42% of this audience. Middle-income households account for 38%, while higher-income households account for 8%.

In other words, the “TikTok made me buy it” audience is broad: spanning generations, with a female skew, and a slight tilt towards lower-income households.

TikTok made me buy it: Exploring the beauty consumer cohort

Within this discovery-driven audience of daily TikTok users, not everyone is actively spending on beauty.

Among US adults, one in 10 (11%) say they have spent $100 or more on make-up in the past three months. This rises to 15% among women. Spending at that level is also more common among higher-income households (17%) than middle-income (13%) or lower-income groups (9%).

Younger adults show greater engagement. Among 25-34 aged adults, 15% report spending $100 or more in the past three months, compared to 8% of those aged 45-54 and 8% of those aged 55+.

Beauty brands winning over the “TikTok made me buy it” community

Which beauty brands are cutting through with TikTok beauty spenders? Among daily TikTok users who discover products via influencers and who have spent at least $25 on make-up in the past three months, Ad Awareness levels are markedly higher than among the nationally representative US adult population (18+).

e.l.f. Cosmetics records 30% Ad Awareness among TikTok beauty spenders, compared to 7% among the general population. NYX stands at 13% versus 3%. CeraVe reaches 33%, compared to 18% in Gen Pop.

Fenty shows awareness of 14% among the TikTok beauty cohort, versus 4% among the general public. Cetaphil records 18% compared to 7%, while Ulta Beauty stands at 25% versus 13%.

La Roche-Posay reaches 16% among TikTok beauty spenders, compared to 6% in Gen Pop. Bath & Body Works records 30% versus 18%. Dove stands at 44% compared to 31%, and M.A.C at 10% versus 2%.

Across every brand analysed, awareness among TikTok beauty spenders exceeds the national average, in some cases by more than 20 percentage points.

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Methodology: YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between Feb 2025 and Feb 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in the US and weighted by age, gender, education, region, and race.

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