between Gen Z (32%) and baby boomers (12%). For comparison, a little over 31% of both Gen Z and baby boomers discovered beauty products on traditional television. Among social media platforms, Facebook is still the most popular source of beauty product discovery, followed by YouTube, TikTok, and Instagram. This is the same order in which these platforms ranked in 2025 The popularity of some social media platforms varies quite a bit by the age of respondents, however, with TikTok at the top of the list for Gen Z, with Facebook ranking fourth. Both Gen Z and baby boomers made