How Social Media and Beauty Go Hand-In-Hand
Social Media’s Grip on Consumer’s Behavior and Self Perception.
In today’s world, the beauty industry and social media are practically inseparable. Platforms like Instagram and TikTok have impacted how consumers discover, talk about, and purchase beauty products. Resulting in a radical transformation of inner and outer vanity, social media is a force to be acknowledged.
Influencers Are the New Beauty Advisors
Beauty professionals and consumers alike are no longer turning to magazines or makeup counters for tips and advice. Now, we scroll through platforms like YouTube, Instagram and TikTok for information that feels more accessible and relatable.
Social media influencers have become trusted voices in the beauty space, especially among younger users. Survey results shared in Deloitte’s 2025 Digital Media Trends showed that roughly half of Gen Z and millennial audiences feel more connected to social media influencers. However, given how accessible and prolific social media content has become, it’s not a surprise.
Viral Trends and Sold Out Products
With the rise of influencers, a single viral video can skyrocket a product’s sales and boost a brand’s visibility overnight. When used strategically, social platforms often build brand recognition faster than traditional advertising.
Thanks to advanced targeting algorithms, beauty companies can now reach exactly who they are trying to connect with. These audiences might be Gen Z searching for the newest trends, millennials reconnecting with reimagined favorites, or older audiences looking to stay in the loop with the fast evolving beauty culture.
Unrealistic Beauty Standards
Social media’s impact on beauty standards swings between empowerment and harm. It can celebrate individuality and promote self-expression, but it also fuels comparison and unrealistic expectations.
According to King University, platforms like Instagram and TikTok are linked to poor self image, especially among younger audiences. What began as a creative and expressive space has become a carefully curated feed filled with filtered images, idealized lifestyles, and highlight reels that often hide the parts of us that feel less camera-ready. This constant exposure to perfection can quietly wear down confidence, increase self-criticism, and even contribute to issues like anxiety and body dysmorphia.
Where Do We Go From Here?
The beauty industry is not slowing down, and neither is social media. As the line between real and filtered becomes blurred, the demand for authenticity grows. Brands that embrace diversity, realness, and reject heavily retouched images are standing out for all the right reasons.
While social media and beauty will always be connected, its up to creators, brands, and consumers to promote honest, inclusive conversations.
