Gen Z, Skincare, and Social Media: The Perils of Skinfluencing

The Gen Z demographic is increasingly delving into skincare, particularly through social media. However, with the inundation of information, Gen Z faces the danger of “skinfluencing,” with challenges such as excessive spending and unrealistic beauty standards.

Summary: Gen Z and #SkinTok Is “skinfluencing” harmful to Gen Z? Skinfluencing promotes unrealistic beauty standards Skinfluencing poses risks to the planet What solutions exist for skinfluencing? How to resist the pressure of skinfluencing

Have you ever heard the term “skinfluencing” – influencing skincare decisions? And “skintellectual” – having a deep knowledge of skincare? Social media has become a crucial tool in the beauty industry, with TikTok alone garnering 260 billion views under the #skincare hashtag, exerting significant influence.

“Skintellectual” is a concept closely associated with Gen Z. Using social media to stay updated on the latest trends and “must-have” products, Gen Z not only invests money in skincare but also dedicates considerable time. This has led to numerous skincare trends spearheaded by Gen Z, such as “prejuvination” – anti-aging trends for youthful skin even before the aging process begins.

Gen Z and #SkinTok TikTok boasts 1 billion users annually, with 60% of them being Gen Z. Popular trends in the beauty industry often originate from TikTok, dubbed #SkinTok, including viral trends like #everythingshower, slugging, and “skinimalism.” While most of these trends may not necessitate specific products, “skinfluencers” – skincare influencers – and cosmetic brands capitalize on these emerging points. For example, when participating in skincare trends like “slugging” (applying petroleum jelly to the face), influencers will use a product proven to be effective. This is an incredibly effective way for a brand to promote its product, as Gen Z often looks to influencers for skincare guidance.

Building relationships with influencers popular among Gen Z is an effective business strategy for brands with customer bases focused on Gen Z, unlike millennials who typically make purchases based on advertising influences.

Forget YouTube – TikTok is your newest platform for beauty education Famous “skinfluencers” on TikTok Because Gen Z values authenticity and forming familiar relationships when purchasing skincare products, using social media to learn about the best products seems like a positive experience. In fact, 40% of Gen X feels their skincare routine directly relates to their mental health, providing psychological benefits. However, the only certainty of social media is its uncertainty. As new skincare trends emerge and spread weekly on TikTok and Instagram, it’s challenging and exhausting to keep up.

Is “skinfluencing” harmful to Gen Z? It’s clear that Gen Z is keenly aware of the importance of skincare, creating an obsession. While Gen Z is “skintellectual” and prioritizes authenticity, social media often disseminates misinformation. If Gen Z trusts a skinfluencer, they become more impressionable and thus, more “influenced.” As mentioned earlier, concepts like “prejuvination” have been promoted by Gen Z to better care for their skin. But how did “skinfluencing” come about in the first place?

Skinfluencing promotes unrealistic beauty standards Social media tends to make unsubstantiated or minimally supported claims. Skincare is no exception. Increasing concerns about aging and skin arise because brands and influencers create skincare issues that Gen Z may not be aware of or fully understand. Browsing through the “For You” page on TikTok makes you think everything you’re seeing is tailored for you – that’s how algorithms work. Influencers promote anti-aging products to “help” viewers combat aging, even though about half of Gen Z hasn’t reached adulthood yet. This is just one example of the popularity of concepts like “prejuvination” due to social media-induced anxiety.

Other trends like “skinimalism,” which encourages minimal makeup use, are also often advertised misleadingly. Encouraging “natural” makeup on social media can negatively impact easily vulnerable users. It poses the risk of making people feel inadequate if their skin isn’t as flawless as what they see on social media. This misconception has deeply permeated social media, along with makeup filters, making beauty standards increasingly unattainable in real life. Clearly, Gen Z has to endure these unrealistic beauty standards, as they often feel more negative when on social media compared to other generations.

Skinfluencing poses risks to the planet According to the State of Beauty, 40% of Gen Z buys a new beauty product they see on social media every two months or more. Overconsumption of skincare products is not only a costly issue for Gen Z but also for our planet. The rapid spread of trends and new products on social media means Gen Z is constantly seeking new skincare products to buy. This means that the more skincare products they buy, the more packaging waste is generated, a significant issue that the beauty industry is still grappling with.

TikTok Has Developed A Money Saving Beauty Trend | Hypebae

What solutions exist for skinfluencing? The negative impact that skinfluencing has on the mental health of Gen Z and the planet is a serious issue. While some regulations have been put in place regarding misinformation, there is still too much content to regulate. However, Gen Z is starting to push back against these issues, tackling these challenges in their own way, such as ignoring product introduction videos, truly listening to their skin, and simplifying their skincare routines.

How to resist the pressure of skinfluencing Despite being a “digital generation,” Gen Z is still susceptible to influence when learning about skincare on social media. However, there are many ways to overcome these skinfluencing pressures.

For example, researching more about the product you intend to buy before deciding if it truly suits you is essential. Skin type and age are personal factors, so knowing that this product will work best for your skin and age is crucial. Using up a product before buying new ones will also help reduce excess waste and save money. Additionally, this will give you enough time to see if the product truly works for your skin, and don’t discard it if you don’t see results after just a few days.

The phrase “less is more” is widely recognized as having merit, especially in beauty. Therefore, using fewer products can still benefit your skin and the planet.