Social Media’s Impact On The Beauty Industry: Do We Love It?

Shopping via social commerce is heavily driving sales across brands and categories — this we know for sure. According to Dr. Zara Dadi, a medical cosmetologist and aesthetic injector, this is due to the shift in consumer trust. "Social media has made the beauty industry more inclusive and welcoming. People find other people more relatable than brands. They are more aware, and self-care is normalised. So, when an influencer promotes something that worked for them to achieve clear skin, smooth wrinkles, or create a chiselled jawline, people are more likely to buy what they endorse. This is exactly why some makeup artists who have transitioned into beauty influencers are now running highly profitable makeup and cosmetic businesses as well," she says. "The positive side of beauty trends on social media is that a lot of people are now using makeup, instead of just sticking to 1-2 standard products as they normally would. They're embracing the beauty ritual," says Sandhya Shekhar, a Mumbai-based celebrity makeup artist who also recently launched her own beauty brand. Consumers across age groups are willing to experiment and play with products they may have found intimidating before, thanks to the knowledge being shared online with tips on real-time applications as well.

With the sheer volume of beauty content on social media, there's also the flip side, which is also causing a significant amount of confusion about what one should actually use. "As a makeup artist, I work with a lot of different faces, skin tones and types every month," says Shekar. "I've found that people who have multi-step routines have troubled skin compared to those who have a basic, minimal routine. While social media is dictating trends and product creation, it can do further damage because people are now confused about what works for them. I'm seeing skin barriers either being damaged or cases where they've become too sensitive." Dr. Dadi refers to the charcoal boom we witnessed a few years ago. "We had a wave of charcoal being added to everything — toothpaste, face masks, all kinds of skincare. There were no studies on how it helps or adds value. It was the flavour of the season. However, anything without science-backed studies and visible results will die a natural death [as this one did]," she says. She also acknowledges that there are a fair few DIY beauty recipes that we discover on social media which can be effective as well. At the end of the day, it depends on the person or account you're considering as an authority on beauty, where they get their information from and what makes them a credible source. While TikTok isn't available in India, the trends that start there often find their way to Instagram soon after, blowing up on reels. "Not every trend that goes viral on social media has an impact for it to stay," believes Shekar. "Most of them are momentary because trends are also hacks of sorts. Out of 50 that come out, 2-5 make it to the top. When beauty started buzzing online about seven years ago via TikTok and Instagram, blush and contour were the biggest trends, especially contouring. It's not like this didn't exist before, only new names were given to them and new techniques were emerging, but these are hacks that makeup artists have been using for more than 100 years." Shekar also addresses that a lot of the trends that emerge online tend to come from international markets, using products that may not work for Indian skin tones and undertones. "With makeup, people are buying a lot of products without really seeing if it suits their skin. With international brands, we need to remember that none of them really cater to our skin tone. In 10 products that they create, you'll find that only 20-30% of products will work for your skin type or tone." Dr. Dadi acknowledges that social media promotion can sometimes set unattainable beauty standards by certain brands and influencers. Not everything works for everyone or looks the same for everyone, requiring followers to be more discerning about what they choose to try.

"Each face is unique and makeup is a lot about personality and what you're feeling, and beauty and makeup is about what you're embodying, which is why living by a trend doesn't make sense to me," says Shekar. "We need to find a balance, there are too many trends emerging and too many products launching. People also need to identify what's a fad and what's here to stay. Experiment, try out-of-the-box looks, but do it to be creative and not to follow trends. Not every trend will suit you. See how you're feeling on the day and let your makeup channel that," she recommends. For Dr. Dadi, the responsibility of conscious consumption lies in our hands and that of the content creators as well. "While social media platforms heavily influence current trends and consumers, transparency from brands and influencers is essential. Setting unattainable beauty standards that can negatively impact the self-esteem of impressionable minds should be avoided. Beauty influencers should take responsibility and research the products and brands they promote. The relationship between social media and the beauty industry is complex and should be executed responsibly," she says.