The trend: Creators play an outsize role in Gen Z women’s beauty and wellness routines and purchases, per a survey conducted by LTK.

• Nearly 80% of Gen Z women and 61% of millennial women rank creators as their most trusted source for beauty recommendations.
• Over eight in 10 (83% of) Gen Z women shop for creators’ beauty and personal care recommendations online, and 82% shop for those items offline.

Those results dovetail with a Tinuiti survey that found 45% of US beauty shoppers have discovered new beauty products through social media, significantly outpacing TV (30%) and in-store displays (25%).

Why it matters: The cosmetics and beauty category is thriving even as consumers pull back in other areas.

• Our forecast expects US cosmetic and beauty sales to rise 10.1% this year—more than three times the 2.9% rate of the overall retail market.
• Even though 74% of women believe that the US economy is in a recession, 61% plan to maintain or even increase their spending on beauty and personal care items.

The big takeaway: Influencers are an important ingredient in driving younger consumers to learn about and buy cosmetics and beauty products.