How social media is reshaping health and beauty

Social media platforms are amplifying health and beauty trends’ reach, speed, and impact. As more shoppers gravitate to virtual channels, social commerce is becoming increasingly influential. It is impacting the discovery, engagement, and purchasing parts of shoppers’ journeys.

We identified social media as one of our global health and beauty trends, along with four others impacting the channel.

Social media is becoming more influential

Shopper expectations are intensifying. Younger shoppers are experiencing heightened anxiety if they are unable to keep up with the latest trends. This creates a sense of urgency to secure purchases or services in the moment.

This is leading to social commerce developing to become more influential through discovery, engagement, and purchasing channels. Shopping directly through platforms like Instagram, TikTok, or YouTube is becoming more integrated into the shopping journey.

Social media platforms will continue to drive trends, with influencer partnerships playing a significant role in shaping consumer behaviour. In 2024, 70% of social media shoppers said they seek advice from influencers, up from 50% in 2023^*.

_{*Source: Capgemini Research Institute, Consumer Demand Survey}

Social media impact

Brands are leveraging user-generated content to create a more interactive and engaging shopping experience and boost visibility. Maybelline’s viral Lash Sensational Sky High Mascara led to a 124% increase in the brand’s media mentions in 2024¹. It was featured in makeover social media content, particularly on TikTok.

_{1 Source: Carma, Top 10 in Beauty report, February 2025}

In Argentina, Unilever’s Dove aimed to leverage TikTok’s strong haircare community to promote its Bond Intense Repair serum. It combined ad formats with creator content, tapping into creators who are relevant to the beauty and haircare community. The campaign reached 120 million views on TikTok and 10 million unique users. According to the Brand Lift Study, the campaign delivered 7.7% ad recall and 8.5% awareness².

_{2 Source: TikTok for Business}

Impact on the physical space

The growth in social channels is also impacting physical stores. Viral beauty brand Made by Mitchell was first popular on TikTok, becoming the first UK beauty business to earn US$1 million of revenue in a day through TikTok Shop. It made its debut in Boots in 2024, bringing it into physical retail.

Retailers are making it easier for shoppers to spot new and trending products in-store, and creating photo-worthy formats and activations. Watsons launched its first ‘Pink Store’ in Genting, Malaysia. The visual store is designed with a pink theme, allowing shoppers to capture picture-perfect moments in its Instagrammable spaces, including its curated fragrance zone.

What’s next?

Retailers and brands can capitalise on shoppers' fear of missing out by creating limited-time offers, exclusive product releases, and buzz-worthy collaborations. They can build anticipation through sneak peeks, influencer partnerships, and social media teasers. Consistency across touchpoints is key, though, as it is important that shoppers get the same experience across the shopper journey.

Success will come from treating social as a two-way conversation. It is key to listen to feedback, spot trends early, and translate this insight into innovation or targeted campaigns. As ever, a balance will need to be struck between the economic challenges of being ‘always on’ for shoppers.