Make-up, social media and self-esteem via ZOOM #33

Social media plays a central role in the daily lives of over 5 billion internet users, or 66% of the global population, influencing behaviors and consumer trends. From Generation X-Y to Generation Z, cosmetic brands and influencers have embraced digital communication to reach their target audience, particularly younger demographics, through platforms such as Instagram and
TikTok.

Launched in 2016, TikTok has become the go-to platform for users aged 12-17, amassing over 1.5 billion users and 3.5 million downloads by 2024. Beyond entertainment, TikTok dictates major beauty trends. Concepts such as the «clean girl aesthetic,» «blush blindness,» and «cortisol face» emerge daily, driven by viral hashtags, massive engagement, and millions of videos.

One notable phenomenon born from this landscape is the rise of «Sephora Kids»: a generation of teenagers—and even preteens—heavily influenced by online beauty trends, adopting skincare routines akin to those of adults and spending lavishly at Sephora. This trend highlights early consumerism and a marketing shift increasingly targeting youth—even childhood.

This evolution raises several societal and scientific concerns:
• Impact on skin: Early exposure to certain cosmetic ingredients may disrupt the natural skin balance of young users.
• Effects on self-perception: Neuroscientific research indicates that social media significantly shapes body image and self-esteem among adolescents.
• Regulation and ethics: The commercialization of makeup and skincare products aimed at young consumers prompts ethical debates about the role of cosmetic marketing in childhood.

Social pressure and the rise of «Skin Shaming»

Digital platforms, with their beauty filters and unattainable beauty standards, have also fueled a phenomenon known as «skin shaming,» where natural skin features and imperfections are stigmatized. This can lead to increased anxiety among consumers, particularly teenagers and preteens. In response, cosmetic brands are gradually adopting a more inclusive approach, embracing diverse skin types and promoting body positivity messaging.

👉 Read the ZOOM#33