Care or overconsumption? The impact of social media on skincare
Lorenzo Cano is content writer for KCPR. The opinions expressed in this article do not necessarily reflect those of Mustang Media Group.
Skin, we all have it. Care, not all of us do. The process of cleansing one’s face, moisturizing and making it formidable against the elements is a routine that some people take a lot of pride in.
However, it is an immensely deep world to dive into, and searching for the best products and routines can be an arduous task that most do not have the time for. For those that do, they are greeted with extensive lists of pricey products with questionable effects.
Some swear by it, ensuring that their skin has cleared due to the products they bought. Others are more skeptical of its ability to help, instead calling attention to the potential lasting damaging effects that product overconsumption can have and the beauty standards set by large corporations only seeking profit.
In a world full of influencers and brands pushing product after product, what is truly necessary for adequate skin health? And how much of what comes out of these large corporations is fluff capitalizing on manufactured insecurities, born out of a vicious trend cycle?
The world skincare market was valued at $115.65 billion in 2024 and is expected to grow, reaching numbers like $194.05 billion by 2032, according to Fortune Business Insights.
Such a large industry growing at this rate must constantly look for ways to reinvent themselves. Creams, lotions, powders, sprays and other devices meant to cleanse and sculpt the face have become increasingly prevalent in the lives of everyday individuals, with new labels including buzzwords like “natural” and “organic” being slapped on packages. These daily routines with any number of steps are pushed by influencers who make use of lucrative brand deals and partnerships, harnessing the power of the social media algorithm.
However, the process of cleansing one’s skin has been argued to be a meditative ritual, day in and day out, people set aside a fixed amount of time to groom themselves, potentially seeing meaningful progress in the health of their skin. This is how most start out on their skincare journey, with a few products and 15 minutes or so set aside at the beginning and end of the day.
The multi-step routine that requires the purchasing of devices and cabinets full of products that do virtually the same thing, however, has larger effects. These rituals have seemed to prompt younger generations to notice “flaws” in their skin and seek out treatment that isn’t entirely necessary, perpetuating cycles of insecurity.
An esthetician’s perspective
To understand the world of skincare, it is helpful to get an inside look into the operations and the professions that are created as a result of the growing industry. Emma Anderson, an esthetician working in Old Town Pasadena, California, has experienced the effects that a growing public awareness of skin products has had on the careers of those working in skincare.
As an esthetician, she performs an analysis of the skin, then cleanses the skin through various procedures that clients can book. She has found during her time in the field that certain jobs can place her in a more exploitative role, almost acting as a salesperson for skin products.
“A lot of it weaponizes a lot of women’s insecurities,” Anderson said. “They would tell us specifically, ‘you need to find three things these women are insecure about because you need to sell them a product.’”
Anderson feels that contemporary skincare discourse online has provoked a rise in clients coming in to discuss niche skin-related problems that even she hasn’t heard about.
“The other week I had a 7-year-old girl come in and she was using retinol from Sephora, the Drunk Elephant retinol she saw on TikTok,” said Anderson.
A lot of Anderson’s clients are predominantly women that come in with anti-aging concerns or other insecurities that she feels can be quickly dispelled by a combination of moisturizer and sunscreen, and these products that are pushed onto them are not needed. These clients have been told they have some skin issues and wish to stop the process of aging, something Anderson does not believe is possible.
The influx of new products and micro-trends has overwhelmed Anderson, brought on by the rapid consumption habits fueled by Amazon and TikTok Shop. She feels that many people want the next best thing and are willing to buy whatever they can to fix their skin.
From clients who have bleached their skin, to various barrier dysfunctions like acne, dermatitis, and other skin conditions, Anderson has seen it all. She said these afflictions were brought on by the overuse of harsh products clients believed would help.
Anderson finds the job of an esthetician quite conflicting. She got into the job originally with great ideals of helping people, and she maintains that positive mindset with her clients, but has realized that the nature of the profession can further drive consumerism.
“I try and help them out where I can but half the time it’s just like we need to switch your entire routine and now I am pushing them to buy something else that they don’t necessarily need,” she said. “They’ve gotten all this stuff and messed up their skin, and now it’s like I’m pushing them to go get more products to help repair what they’ve done.”
The online skincare culture that has been cultivated is a double-edged sword, Anderson feels. She is worried about the misuse of at-home treatments such as micro-needling and chemical peels, spurred on by the widespread access to products.
However, there are positives to a growing skincare culture. The increased access to skincare knowledge has allowed more inquisitive people to come in with genuine questions about what is healthy for their skin, trusting the professional to guide and educate them.
Anderson has her gripes with the capitalistic nature of the modern-day skincare field. With the constant advertising of products looped in with the trends that push insecurities onto women that work to further damage their skin, there is a lot that needs to change for this industry shift away from a profit incentive.
After speaking with Anderson, it became clear that the roots of the skincare problem run deep. People have been led to believe that they can carry out complex procedures without the oversight of licensed individuals. This dangerous belief has been perpetuated by trends on TikTok, showcasing to audiences of all ages potential issues with their skin that may not even be real.
To enact change, perceptions of beauty must take a major shift, and skincare needs to be devalued from a place of reverence and perfection that seeks to stop the effects of aging in its tracks, to a normal and grounded practice that does not champion the next best thing. This will take time and requires influencers to shift away from pushing products to their impressionable audiences and for routines to become more realistic.
Until that happens, the shocking seven year old using retinol from Sephora will be a reoccurring story.
