College-Age Creators Shift Spending From Shein and Malls to Amazon and ShopMy

· Beauty & Fashion · United States

Glossy hosted a roundtable with five college-aged creators from its Glossy Campus community to discuss where they shop and which affiliate platforms are working for them. The participants said they are embracing Amazon and ShopMy while moving away from Shein and traditional malls. The discussion points to a generational shift in how young consumers discover and buy fashion and beauty products, with affiliate and marketplace platforms capturing spending that once went to fast-fashion e-tailers and physical retail. For brands and retailers, the takeaway is that creator-driven commerce and marketplace convenience now shape purchase decisions among this cohort more than mall foot traffic or legacy fast-fashion loyalty.

Why it matters：It signals a structural shift in youth fashion and beauty spending toward creator-led affiliate platforms and marketplaces, reshaping where brands must invest to reach the next generation of shoppers.

Key points

  • Five college-aged creators from the Glossy Campus community took part in the roundtable.
  • Amazon and ShopMy were named as the platforms working for them.
  • Shein and malls were cited as channels they are moving away from.

Sources (original reporting)

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