YPulse data shows that makeup is the top thing Gen Z and Millennials say they’ve purchased after learning about it from an online celebrity—and skincare / hair care products are also high on their list. But while they’re trusting influencers for these product recommendations, we’ve also seen a shift in the beauty landscape because of how saturated it’s gotten. Now, amongst trends of de-influencing and constant paid #ads, Gen Z are turning to those who know them personally to make a good recommendation—meaning word of mouth between friends and family are more important than ever for beauty products (just like...