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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Clear out junk files and repair common Windows errorsFree Scan →No: the closest matching 57% figure says Google was the most-used search engine among respondents in a 2024 UK beauty-consumer survey. It does not show that 57% of shoppers start somewhere other than Google. The findings do point to multi-platform search, with preferences varying by age group and by the information people want.
What the 57% figure measures—and what it doesn’t
Global Cosmetic Industry reported results from a Greenpark survey of 1,300 UK adults over 18, described as Gen Z, millennials and Gen X. In that survey, 57% selected Google as their most-used search engine. The public report does not provide the original questionnaire or establish that the measure was where respondents first began a beauty-shopping journey. Read the survey results reported by Global Cosmetic Industry.
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That distinction matters: “most-used” is not the same as “first touch.” The published summary does not settle whether most-used refers to a leading platform, use within a particular period, or another survey measure. It therefore cannot substantiate the claim that 57% of beauty consumers do not start with Google.
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The same report lists YouTube at 45%, Instagram at 39%, Facebook at 35% and TikTok at 33%, alongside Google’s 57%. These figures sum to more than 100%, so they should not be read as exclusive shares of consumers or as slices of a single journey. The summary does not state the response format or whether respondents could select multiple platforms.
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The results support a picture of people using more than one channel, but they do not show the order in which those channels were used. A shopper might use Google to compare products, watch a YouTube review and later look for a tip on TikTok; the reported figures cannot tell us whether that sequence is typical.
The preferred platform varies with the task
Greenpark’s reported results also distinguish between the kind of beauty information respondents sought:
Rank #2
- 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 survey results, not proof that each platform is the first stop in a purchase journey. They suggest that channel choice depends in part on whether someone wants product details, practical demonstrations or reviews.
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Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Generational differences in the reported results
The survey summary gives different platform figures by generation:
Rank #3
| Respondent group | Reported platform figures |
|---|---|
| Gen Z | TikTok 58%; YouTube 55% |
| Millennials | Google 55%; YouTube 50%; Instagram 48% |
| Gen X | Google 64% |
These figures, reported from Greenpark’s 2024 UK survey, describe the groups in that sample; they are not universal estimates for everyone in each generation. They also do not establish first-touch behavior. See the reported generational breakdown.
What the survey can—and cannot—tell beauty brands
The results are a reason to consider more than one discovery channel, not evidence that Google has been displaced. A brand deciding where to publish product information, demonstrations or reviews should distinguish its audience and the task each channel serves. The survey does not establish the best marketing mix or show that the reported preferences lead to purchases.
Greenpark’s head of omnichannel search and insights, Sam Barker, described the change as a broadening of search: “Consumer search behavior has shifted. Traditional search methods are no longer easily defined with the rise of search in social media and AI technologies. This survey is a clear signal that brands must recognize the opportunities presented by social search and cross-channel engagement.” Read the reported statement.
The same survey summary says 10% of respondents were trying AI chatbots for beauty searches, including 15% of men and 6% of women. These are reported 2024 survey figures, not evidence that AI search is now a dominant discovery route.
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How far to generalize the findings
The available account identifies a sample of 1,300 UK adults over 18 across Gen Z, millennials and Gen X. It does not provide field dates, sampling frame, weighting, exact question wording or response format. Without those details, the results should not be presented as representative of all beauty consumers, applied to other countries, or treated as direct measures of where shopping journeys begin.
Other market figures do not resolve that limitation. NIQ and World Data Lab presented a beauty-market estimate of US$1.1 trillion and projected growth of US$700 billion by 2034; those are publisher estimates and projections, not evidence about first-touch search behavior. See NIQ’s 2024 Beauty Futures announcement.
A separate 2025 Southeast Asian e-commerce report excerpt lists marketplaces at 57%, Google Search at 50%, social media at 40% and super apps at 9% for discovery. Those numbers concern e-commerce discovery in Southeast Asia, not beauty consumers in the UK, and the excerpt attributes them collectively to several sources and its own analysis. Its 57% marketplace figure cannot be substituted for the Greenpark result. See the PROFITENCE report excerpt.
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