Social media revived the skin care industry. With the inherent vulnerability of short-form content, beauty brands make more money by selling you products through influencers you trust. Most teenagers and young adults build their skin care routines around these videos, which are designed as ads by predatory cosmetic companies.
UMass Boston student Alexandra Papatsoris said that she finds most of her skin care information from social media, although she cautioned users against putting their full trust in influencers. “I would get wary,” she said. “Is this person selling me something, or are they genuinely promoting a product they like without any monetary gain?”
This is a common problem on social media. Many skin care videos promote products for money, and they try to sell you something you don’t need. After posting a video with a product, many social media influencers earn money based on how well the video does. This can cause them to fabricate results to earn more views and likes.
Influencers can also make money from their skin care content by linking products through affiliate links. These links from websites like Amazon pay the creator for every product they sell. This can also come in the form of a private discount code created for the influencer’s fans.
Another problem Papatsoris mentioned is how many products you feel you need because of social media. Many influencers promote an assortment of products that are expensive and unnecessary. “I didn’t like the idea of overconsumption and spending on products that I can’t afford,” Papatsoris said. “So what I did was actively seek out the drug store brands that are budget friendly, but are just good products.”
Papatsoris added parameters to her online search to prevent herself from spending unnecessary money on expensive products. By filtering the content she engaged with, beauty ads had less effect on her. Her awareness of ads online also makes her less likely to buy products sold through ads, as she knows not to trust them.
Beauty ads market specialized products to everyone, even when the products should only be used in specific circumstances. For example, most people don’t need a seven-step skin care routine, especially teenagers and young people. The more products that beauty companies convince you you need, the more products you will buy and the more money they make. This lie creates a huge market for specialized products that are highly unnecessary.
In reality, the American Academy of Dermatology recommends that people in their 20s use only two products everyday: a gentle cleanser and sun protection. Then, they recommend using one additional product that addresses your primary skin concern, like a retinoid or a vitamin C serum.
This contrasts greatly against the social media trend of intensive skin care routines. The AAD advises against following these trends. In fact, they say a common problem that stems from social media is over-exfoliation. When used as recommended, exfoliants remove the top layer of dead skin. However when overused, exfoliants can damage the skin barrier. This can lead to red, irritated skin and the development of new allergies to skin products.
Approach skin care trends on social media with a critical eye. The trends could be created to extract more money from consumers. Instead of using social media for skin care advice, contact a dermatologist. Dermatologists are doctors who can give you specialized recommendations, not general advice like social media gives.
