Pure Beauty

'Influencer fatigue' has made way for a new breed of beauty shopping sites

By Jo Allen | Published: 13-Jul-2023

Community-powered beauty shopping sites aim to bring a new era of authenticity to e-commerce and social selling

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This article was originally published in the Beauty Communities Trend Report. Receive your copy here.

Born out of an era of influencer fatigue and growing distrust around sponsored influencer content, a new breed of beauty commerce has emerged that is powered by consumer communities.

Review-led beauty shopping sites that are based on user-generated content, offering authentic recommendations from like-minded and relatable consumers, are carving out a next-level solution to the way that people want to buy beauty.

Given that 93% of consumers say that reading online reviews affects their purchasing decisions, and that 64% of British consumers say they have lost respect for influencers that are driven by commercial gain, experts believe they are on to something.

Consumer-powered beauty shopping sites including Flip.shop, Supergreat, Trendio and Sourcerie may all work in slightly different ways, but what they are collectively bringing to the retail landscape is a new form of peer-recommended, review-based experience that swerves the difficulties that social media sites have encountered when turning to e-commerce – TikTok, Facebook and Instagram all pulled back on their plans after trying social commerce.

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