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 the old days).  Ever since hair, makeup, and skincare tutorials on YouTube became a norm for teens to watch, the industry has grown tremendously. Major influencers who have amassed astronomical followings built their platforms on using products they love, but as viewers come to realize just how much some of these influencers are being paid, they’re having a hard time believing when an influencer raves about a new product....