Influence of social media on skincare trends: An assessment of consumer behaviour, trust and product adoption among individuals- a cross -sectional study

Background

The rapid growth of social media has transformed how individuals obtain skincare information and make decisions about skincare products and practices. Platforms such as Instagram, YouTube, Facebook, and Snapchat provide instant access to product reviews, educational content, influencer recommendations, and personal experiences. While these platforms have increased skincare awareness and encouraged self-care, they have also contributed to misinformation, unrealistic beauty standards, and promotional content. Understanding their influence on consumer behaviour is essential for promoting evidence-based skincare practices and responsible digital health communication.