In the digital age, social media has become the heartbeat of the beauty industry, breathing new life into how trends are created, shared and celebrated. To uncover the forces driving this seismic shift, we delved into conversations with industry trailblazers, influencers and brand visionaries, exploring how these virtual arenas are not just reflecting but actively reshaping the beauty landscape.
Influence of social media on beauty trends
Palak Chandel, a social media analyst, notes, “The very first thing are maybe influencers. If you have accessibility to tutorials, it helps brands to be more promoted because influencers hold a lot of power.”
Dr. Chytra V Anand, celebrity cosmetic dermatologist founder & CEO, Kosmoderma Founder, SkinQ, adds, “Social media has revolutionised the skincare industry by making information more accessible and influencing consumer behaviour. On the positive side, people are more informed and engaged, discovering new products, routines and treatments through influencers and dermatologists. However, misinformation can spread quickly, leading to the adoption of ineffective or potentially harmful practices.”
Dr. Sunil Kumar Prabhu, consultant dermatologist and aesthetic physician, Aster RV hospitals expands on this: “The immediacy with which trends can go viral has changed the way consumers engage with beauty products. However, it also places a burden on consumers to discern between genuine and misleading information.” He further adds, “This speed can sometimes lead to the proliferation of unverified claims and temporary fads, which may not always be beneficial.”
Kanikka Dewanii, founder & director of Mintree, underscores the role of social media in niche markets, stating, “For a boutique brand, social media has been crucial as it allows us to directly connect with our niche audience. Through targeted ads, influencer partnerships and user-generated content, it helps build a loyal community.”
Sahil Gupta, CEO, Bodycraft Spa & Salon shares, “Social media’s role in shaping beauty trends cannot be overstated. The platforms not only allow for the rapid dissemination of new trends but also provide a space for real-time customer feedback and engagement. This feedback loop helps refine offerings and stay aligned with consumer preferences.”
Smita Vallurupalli, Founder of Old School Rituals, observes, “Posts featuring videos of creators and influencers I collaborate with tend to get the most engagement from her followers.” She also highlights that minimalist skincare routines and sustainable beauty practices are currently popular trends on social media.
Role of influencers in promoting beauty trends
Naeera Charania, a beauty social media influencer and makeup artist, shared how social media has profoundly influenced her journey. “When I entered the industry, Instagram wasn’t really famous. It was more about TikTok and I was fascinated by how people created such unreal makeup looks. That triggered my interest,” she reflects. “At that time, I wasn’t properly into makeup; I used to look at all those looks and create something avant-garde, like face painting. Also, because it was COVID, I had nothing to do except explore. So, social media did influence me a lot to get into it and I am glad I did. Seeing so many people get famous through it, I realised this is the kind of content people like, so that influenced me to create more creative things.”
Notable trends and viral moments
Several notable trends have emerged from social media’s influence.
Discussing process for creating engaging and informative beauty content, Charania reveals, “Sometimes the ideas come through scrolling or maybe just by looking at something random near you. Keeping the colors and music in mind, I try to create a transition or probably a tutorial on topics that engage people’s attention. I try to add elements in my videos that give something of value, making them worth saving.”
Challenges and solutions in social media marketing
Marketing beauty products on social media presents various challenges. Rupali Sharma, founder Aegte discusses some of these: “One major challenge is the skepticism surrounding the effectiveness of natural and vegan products. To overcome this, we focus on transparency and education. We regularly share detailed information about our product USPs, ingredients, their sourcing and the science behind their efficacy.”
Male grooming: A rising trend
For decades, male grooming has been a topic overshadowed by its female counterpart. Rarely discussed openly, it is nonetheless a practice that is demonstrably on the rise. Salons traditionally catered to a predominantly female clientele and discussions about skincare routines or beard care were relegated to hushed whispers amongst men. However, a powerful shift is underway, fueled by evolving social norms, media influences and a growing understanding of the benefits of self-care.
Today, male grooming encompasses a vast spectrum of personal care routines, including skincare, haircare, beard management, and overall hygiene. The market research firm IMARC Group reports that the global male grooming market surpassed a significant milestone, reaching US$85.2 billion in 2023 and is projected to climb even higher, reaching US$148.9 billion by 2032. Salons, once hesitant to cater specifically to men, are now expanding their services to meet this burgeoning demand. Even traditionally “feminine” services like manicures and pedicures are finding new customers among men seeking a complete grooming experience. The driving forces behind this market expansion include a growing focus on personal hygiene and appearance, the proliferation of specialised men’s grooming products, the influence of social media and celebrities and the increasing accessibility of these products and services through various retail channels.
The benefits of this grooming revolution extend far beyond aesthetics. Studies have shown that self-care practices like maintaining a grooming routine can contribute to reduced stress and anxiety. A well-groomed appearance creates a positive first impression, which is crucial in professional settings where a polished image can be the difference between landing a job or closing a business deal.
