Gareth Jones, Data and Insights Manager at the PPA, looks at what the latest Ipsos iris data tells us about online beauty magazine content.

For beauty enthusiasts, the online world is their playground, a place to explore trends, discover new products, and fuel their passion for the latest look. And when it comes to trusted advice and inspiration, online magazines provide just the content they are looking for.

December, a peak purchase point for the beauty category, saw 4.4 million UK adults engaging with beauty content online in 2024. Remarkably, half of that engagement—2.2 million users—was specifically with magazine beauty content, demonstrating the power of trusted editorial brands.

This actively invested audience represents a lucrative opportunity for advertisers. Consider that 8.2 million online users agree they “spend a lot of money on toiletries and cosmetics,” and within this group, two in three read magazine content online. In fact, the audience for online magazine beauty content is 29% more likely to be high-spending beauty consumers compared to other internet users.

These readers aren’t just passively consuming content; they’re actively seeking inspiration and information that drives purchasing decisions. Two in three readers of online beauty magazine content also visit beauty retail sites, and the conversion is strong: these readers are twice as likely (indexing at 204) to visit beauty retail sites compared to the average internet user. For brands looking to connect with a highly engaged and influential audience who are in the mood to shop, the power of online trusted editorial brands is undeniable.

Ipsos iris online audience measurement service, Adults 15+, UK, Beauty magazine and Beauty retail online, Dec 2024