An Observational Study to Analyse the Potential Impact of Social Media on Changing Behaviour of Cosmetic Use Among the Public

Social media's explosive growth has substantially changed consumer action in the cosmetics industry. Instagram, YouTube, and Facebook have all become valuable sources of knowledge, product reviews, and beauty trends. Consumers are increasingly influenced by social media content while choosing cosmetics, including advertisements, influencer marketing, tutorials, and user reviews. The cosmetic industry uses social media marketing techniques to reach a larger audience and enhance customer engagement and brand visibility. Customers frequently trust social media influencers, who have an influence on their decisions to buy skincare and cosmetic items. ^1,2 The beauty and cosmetics sector have grown dramatically in recent years because of the popularity of digital marketing and online beauty communities. Young consumers, particularly students and persons aged 19 to 25, are more likely to learn about new cosmetics through internet information and are highly engaged on social media channels. The accessibility of beauty tutorials, product demonstrations, and sponsored content encourages customers to try out new brands and items. Customers are increasingly switching brands because of influencer recommendations, trendy items, and viral beauty content. Consumer attitudes, purchasing intentions, and brand loyalty are all positively impacted by social media marketing in the cosmetics industry.^3,4 Cosmetic industries can interact with social media networks directly with customers and learn about their preferences. Companies for businesses can make use of comments, reviews, likes, and shares to assess client happiness and enhance their goods accordingly.  Marketing thought influencer has emerged as one of the most effective advertising methods in cosmetics business because influencers instil trust in the authenticity of their following. De Veirman et al. found that customers are more willing to purchase goods recommended by influencers who have high trustworthiness and great online interaction. Similarly, beauty influencers frequently introduce new cosmetic companies and educate users on product application techniques, skincare routines, and makeup trends, influencing their purchasing decisions.⁵ Even if social media marketing has advantages, there are worries about product safety and the validity of online recommendations. Many people buy cosmetics without fully understanding the chemicals or possible side effects. Some influencers may advocate items without providing appropriate information on safety, allergic reactions, or correct use. As a result, consumers may encounter side effects such as acne, skin irritation, rashes, dryness, or allergic reactions. As a result, consumer knowledge of cosmetic safety and ingredient checking has grown significantly. Djafarova and Rushworth found that social media users, especially young women, are heavily influenced by online beauty influencers, despite ongoing worries about authenticity and product safety. ^6,7 The current study aims to better understand how user-reported negative consequences are impacted by social media on product safety and cosmetic product choices. The study looks at how various social media platforms affect consumer behaviour and the cosmetics sector. The study aims to investigate the impact of social media on brand switching, product awareness, and safety concerns in the cosmetics sector by analysing consumer responses. The study's findings help consumers to become more aware of safe cosmetic treatments while also assisting marketers in adopting responsible promotional strategies.^8,18

Significance of the Study

Understanding the social media influences and cosmetic consumption patterns is important for multiple stakeholder groups, including public health professionals, regulatory agencies, consumer protection organizations, and the cosmetics industry itself²³. Comprehensive empirical investigation of these relationships can inform evidence-based public health interventions, guide regulatory policy development, and promote informed consumer decision-making²⁴. This research addresses a critical gap by providing a systematic analysis of social media's effect on how people wear makeup among diverse demographic populations²⁵. The study was done with an aim to explore, assess, and analyze the tools, mechanisms, and practical implications through which digital platforms shape consumer behaviours and shape industry trends within the cosmetics and skincare sectors.

OBJECTIVES

• To explore and assess tools and practical implications in uncovering consumer behaviours and industry trends within the skincare sector.
• To examine how customers are switching to new brands through recommendations from social media influencers.
• To understand how the various digital platforms, help to find new beauty products.
• To investigate the awareness and consideration of product safety among users influenced by digital platforms.
• To identify participants' experiences with negative outcomes associated with cosmetics.

RESEARCH METHODOLOGY

Study Design: A questionnaire-based, cross-sectional observational study.

Study Duration: 3–6 months.

Study Setting: Online data collection using Google Forms shared through multiple social media platforms.

Study Population: General public aged 12 years to >50 years.

Inclusion Criteria

• Individuals aged 12 years and above.
• Respondents who use at least one cosmetic product.
• Social media platform users.
• Those who provide informed consent.

Exclusion Criteria

• Healthcare professionals in cosmetology/ dermatology (to avoid bias).
• Participants not using cosmetics.
• Incomplete responses.

Sampling Technique: Convenience sampling.

Sample Size: A minimum sample of 204 participants was recommended for adequate statistical power in behavioural studies.

Tools / Instruments Used: The study employed an integrated, medium-length questionnaire comprising multiple validated and adapted measurement scales, organized into the following components:

1. Socio-Demographic Profile Section: This section collects essential demographic information including age, gender, educational attainment, occupational status, socioeconomic indicators, geographic location, and other relevant demographic variables.

2. Cosmetic Use Behaviour Scale: This instrument assesses patterns of cosmetic product utilization, including frequency of use, types of products used, duration of use, expenditure patterns, and preferences for specific product categories.

3. Social Media Engagement Scale (Adapted): This scale gauges how much and how intensely people use social media platforms, including how long they spend using them each day, how often they access them, what kinds of content they consume, and which platforms they use most frequently.

 4. Online social platform Influence Scale (Adapted): This instrument evaluates the degree to which digital platforms content and influencer recommendations influence participants' attitudes, beliefs, and behaviours regarding cosmetic products.

5. Source Credibility Scale – Influencers (SCS): This scale evaluates opinions on the reliability, competence, and legitimacy of online influencers and content producers who advertise cosmetics

6. Risk Perception Scale for Cosmetics (RPS): This instrument measures participants' awareness and perception of potential risks, adverse effects, and safety concerns associated with cosmetic product use.

7. Adverse Reaction Screening Section: This qualitative section documents participants' personal experiences with adverse reactions, allergic responses, skin irritation, and other negative health consequences related to cosmetic product use.

Questionnaire Development and Validation

The questionnaire was developed through a systematic review of relevant published literature, consultation with subject matter experts, and modification to align with specific study objectives. The questionnaire integrates both open-ended questions (permitting detailed narrative responses) and closed-ended questions (facilitating quantitative analysis and standardised comparison). Initial questionnaire development occurred in English, followed by professional translation into Malayalam to enhance accessibility for regional participants. The multi-language approach maximized participation rates among non-English-speaking populations while ensuring question comprehension and response validity.

The questionnaire comprises four principal thematic sections:

Section 1 – Socio-demographic Information: This section collects general participant demographic and personal characteristics necessary for describing the study population and enabling subgroup analysis.

Section 2 – Cosmetic Utilization Patterns: This section explores detailed usage habits, product preferences, purchase frequency, product categories favoured, and duration of cosmetic use among participants.

Section 3 – Social Media Impact on Cosmetic Selection: This section examines participants' social media platform usage patterns, identification of information sources influencing cosmetic purchases, degree of trust assigned to various information sources, and assessment of social media influence intensity on cosmetic product selection and purchasing behaviours.

Section 4 – Adverse Reactions: This section documents participants' direct experiences with unintended effect related with cosmetic products, including allergic reactions, dermatological complications, systemic effects, and temporal relationships between product use and symptom onset.

Data Collection Procedures

The research team will employ a standardized data collection protocol to ensure consistency and methodological rigour. The study purpose and objectives will be clearly explained to all potential participants. Before questionnaire completion, participants were required to read comprehensive informed consent documentation detailing study procedures, risks and benefits, data privacy protections, and their rights as research participants. A digitally informed consent statement was incorporated into the Google Forms, requiring participants to explicitly affirm their understanding and voluntary agreement to participate before accessing the questionnaire. Only participants providing affirmative consent will be permitted to proceed with questionnaire completion. This approach ensures ethical research conduct and demonstrates respect for participant autonomy.

Data Management and Analysis: Upon completion of the data collection phase, all received questionnaires will undergo systematic quality assurance procedures. Raw data will be carefully reviewed, examining each response for completeness, internal consistency, and logical coherence. Data analysis and interpretation were done using statistical methods such as one-way ANOVA, independent sample t-test, and percentage analysis. Tables, diagrams, and statistical analysis were used to present the findings.

Data Confidentiality and Ethical Considerations

Participant anonymity was rigorously maintained throughout the research process. The participant's privacy was ensured, and compliance with research ethics standards and data protection regulations. All collected data obtained was maintained in secure, password-protected digital environments accessible only to authorised research team members.

RESULT

This research was performed to show that Digital media channels have a major influence on cosmetic shopping behaviour. Young adults are actively using social media and beauty items, making them an important target group for digital marketing initiatives. Influencer marketing, product tutorials, and review-based content were especially effective in directing consumer decisions. However, the findings raise concerns about cosmetic safety awareness and the prevalence of adverse responses. These findings emphasize the necessity of ethical marketing tactics and greater consumer knowledge about cosmetic ingredients and safety laws.

Figure 1: Age-wise distribution.

Figure 2: Gender-wise distribution

Educational qualification	Frequency	Percent
Above	6	2.9
Degree	109	53.4
High School	79	38.7
Master’s degree	10	4.9
Total	204	100.0

Figure 3: Educational Qualification

Occupational status	Frequency	Percent
Employed	33	16.2
Home maker	17	8.3
Self employed	12	5.9
Student	142	69.6
Total	204	100.0

Figure 4: Occupational status

Geographical location	Frequency	Percent
Rural	51	25.0
Semi-urban	70	34.3
Urban	83	40.7
Total	204	100.0

Figure 5: Geographical Location

Social media content influences my cosmetic product choice	Frequency	Percent
Agree	73	35.8
Disagree	44	21.6
Neutral/ undecided	67	32.8
strongly disagree	20	9.8
Total	204	100.0

Figure 6: Social media influence on cosmetic product choice

I discover new cosmetic brand through the digital platform	Frequency	Percent
Agree	101	49.5
Disagree	39	19.1
Neutral/undecided	49	24.0
strongly disagree	15	7.4
Total	204	100.0

Figure 7: Identify emerging brand through social networking platform

Figure 8: Preference for beauty brands changed due to online platforms recommendations

Social media influencers inspire me to try new cosmetic products.	Frequency	Percent
Agree	92	45.1
Disagree	45	22.1
Neutral/undecided	46	22.5
Strongly Agree	3	1.5
Strongly Disagree	18	8.8
Total	204	100.0

Figure 9: Digital media personalities inspiration to adopt new beauty products.

Which social media platform do you selectively use?	Frequency	Percent
face book	5	2.5
Instagram	134	65.7
others	7	3.4
Telegram	1	0.5
Twitter	1	0.5
WhatsApp	7	3.4
you tube	49	24.0
Total	204	100.0

Figure 10: Social media platform selectively used by participants

Figure 11: Frequency of availability to social networking sites.

Figure 12: Awareness on possible risks related with beauty items.

I check the ingredients list before purchasing cosmetic products.	Frequency	Percent
Agree	66	32.4
Disagree	59	28.9
Neutral	57	27.9
Strongly Agree	17	8.3
Strongly Disagree	5	2.5
Total	204	100.0

Figure 13: Participants knowledge on ingredients list before purchasing cosmetic products

Social media influencers provide adequate information about product safety and ingredients.	Frequency	Percent
Agree	69	33.8
Disagree	43	21.1
Neutral	78	38.2
Strongly Agree	2	1.0
Strongly Disagree	12	5.9
Total	204	100.0

Figure 14: Information provided on product safety and ingredients by digital media influencer

Figure 15: Participants are concerned about using cosmetics recommended on social media

Figure 16: Participants experienced adverse reactions from using cosmetic products

Figure 17: Types of adverse reactions experienced by participants

Figure 18: Severity of adverse reactions experienced by participants

*: Significant at 5% (p-value<0.05)

The One-Way ANOVA results between age group and ingredient-checking behaviour before purchasing cosmetic products showed a p-value of 0.001. Since the p-value is less than 0.05, the result is significant at the 5% level. These findings suggest that there is a statistically significant difference between age groups and ingredient-checking behaviour before purchasing cosmetic products. The mean and standard deviation of the age group 12-18 years are 3.00 and 0.985, respectively. The mean and standard deviation of the age group 19-25 years are 3.36 and 1.019, respectively, which is the highest among all age groups. The mean and standard deviation of the age group 26-35 years are 2.92 and 0.862, respectively. The mean and standard deviation of the age group 36-45 years are 2.53 and 0.834, respectively. The mean and standard deviation of the age group 46-55 years are 2.00 and 0.000, respectively, which is the lowest among all age groups. The overall mean and standard deviation are 3.15 and 1.013, respectively.

DISCUSSION

The study captured responses from 204 participants, with a dominant representation of young adults aged 19–25 years (61.3%), followed by teenagers in the 12–18 age group (16.7%). The sample was predominantly female (78.9%), which is contextually appropriate given the study's focus on cosmetic product behaviour. Most respondents were students (69.6%) with a degree-level education (53.4%), and a majority resided in urban (40.7%) or semi-urban (34.3%) areas, indicating good exposure to digital platforms and consumer markets.

Objective 1 – Brand switching through digital media influencers

The result of the study reveals a moderate but notable effect of social media on cosmetic purchasing behaviour. While only 35.8% agreed that social media content directly influences their cosmetic choices, nearly half (49.5%) acknowledged discovering new cosmetic brands through social media platforms. Brand switching, however, was more contested — 37.3% agreed they had switched brands due to social media recommendations, but 31.9% disagreed, suggesting that influencer persuasion does not uniformly lead to brand abandonment. Influencer inspiration to try new products was acknowledged by 45.1% of respondents, indicating a stronger role in trial than in full brand switching. The ANOVA results further revealed that age has a statistically significant influence on how social media affects cosmetic choices (F = 2.558, p = 0.04). The 26–35 age group showed the highest mean score (3.36), suggesting that this slightly older working-age demographic may be more susceptible to social media influence than teenagers. The independent sample t-test, however, found no significant gender difference in social media influence on cosmetic choices (p = 0.130), indicating that both males and females are equally (un)influenced by online media platforms in this context.

Objective 2 – Digital platform sites for discovering cosmetics

Instagram emerged overwhelmingly as the dominant platform for cosmetic discovery, used by 65.7% of respondents, followed by YouTube (24.0%).  This is consistent with these platforms' highly visual and influencer-driven character, which makes them ideal for cosmetic content like reviews, tutorials, and sponsored posts. Access frequency was high — 39.2% accessed digital platforms several times per day, and 35.3% accessed it multiple times per hour — reflecting deep adoption of online platforms in daily life and potential for sustained consumer influence.

Objective 3 – Awareness of product safety

Many respondents (54.4% agreed; 8.3% strongly agreed) reported being aware of possible risks related to beauty products, reflecting a reasonable baseline of consumer awareness. However, actual safety behaviour was less consistent: only 32.4% regularly checked the ingredient list before purchase, with nearly equal proportions disagreeing (28.9%) or remaining neutral (27.9%). This awareness-behaviour gap is notable. Furthermore, 38.2% remained neutral about whether influencers provide adequate safety information, and 39.7% expressed concern about using socially recommended cosmetics without safety verification. This study suggests that while awareness exists, it does not reliably translate into precautionary purchasing behaviour. The ANOVA on ingredient-checking behaviour across age groups was highly significant (F = 5.26, p = 0.001). Younger adults aged 19–25 had the highest mean for checking ingredients (3.36), while the oldest group (46–55 years) had the lowest (2.00). It's interesting to note that there was no discernible gender difference in ingredient-checking behaviour (p = 0.677), suggesting that both sexes share this practice.

Objective 4 – Adverse consequences from cosmetic use

A significant proportion of respondents (33.8%) reported experiencing adverse reactions from cosmetic products, with acne or breakouts being the most commonly reported reaction (27.5%), followed by itching or burning sensations (7.4%), skin redness or irritation (6.9%), and dryness or peeling (5.9%). The majority of reported reactions were mild (47.1%), though 14.2% experienced moderate effects and 4.4% reported severe reactions. The fact that over one-third of users experienced some form of adverse reaction underlines the importance of informed product selection and safety awareness, particularly in an environment where social media recommendations can bypass professional dermatological guidance.

CONCLUSION

The findings found that Digital platform, particularly Instagram and YouTube, play a meaningful role in shaping cosmetic product awareness and brand discovery, especially among young adults. Influencer-driven material encourages product trials and sometimes results in brand switching, but its effects lack consistency across all demographics. Age stands out as a strong moderating factor, whereas gender does not. A critical concern highlighted by this research is the gap between cosmetic risk awareness and actual safety-oriented behaviour. Although consumers are broadly aware of potential risks, many do not routinely verify product ingredients before purchase, and a substantial number harbour concerns about the reliability of safety information provided by influencers. The occurrence of adverse reactions reported by one in three respondents further highlights the necessity of more consumer education and responsible influencer communication regarding product safety. These findings suggest that brands, policymakers, and digital platforms should collectively promote more transparent and safety-conscious influencer marketing in the cosmetics sector. Future research could explore the long-term effects of influencer-led cosmetic adoption and test behavioural interventions that bridge the awareness-action gap in consumer safety practices.

SUMMARY

The study looked at how social media influenced cosmetic product choices and product safety knowledge among 204 respondents. The majority of respondents (61.3%) were between the ages of 19 and 25, with women accounting for 78.9% of the total. Students comprised the largest occupational category (69.6%). The studies found that social media has a major effect on cosmetic shopping habits. About 35.8% of respondents believed that online media content influenced their cosmetic product purchases, and 49.5% discovered new cosmetic businesses through social media platforms. Furthermore, 45.1% said that influencers encourage people to explore new cosmetic items. Instagram was the most popular platform overall (65.7%), followed by YouTube (24.0%). The majority of respondents used social media numerous times every day or hour, indicating a high level of engagement with online material. Regarding adverse reactions, 33.8% of respondents experienced negative impacts from cosmetic items. Common side effects were acne, skin irritation, dryness, and itching. The majority of adverse responses were reported as minor in severity. The study found no significant correlation between gender, social media impact, or ingredient-checking behaviour. However, age has a strong correlation with both cosmetic product choice and ingredient-checking behaviour. Overall, the findings indicate that social media, especially among young customers, significantly influences cosmetic purchase behaviour. Even if people are aware of cosmetic safety, more education is still required about ingredient checking and safety verification before buying products advertised on social media.

LIMITATION OF THE STUDY

1. The study's small sample size of 204 respondents may not fully represent the entire population.
2. Response bias and the impact of personal opinions may have occurred when self-reported questionnaires were utilized to collect the responses.
3. The study's focus was on cosmetic users who frequently use social media, especially younger age groups, which may affect how widely the findings may be generalized.
4. The study only took into account a small number of social media platforms; other digital marketing channels were not.
5. The study was limited to customer perceptions and experiences and did not include clinical evidence of detrimental cosmetic consequences.
6. Influencer marketing tactics, shifting trends, and the introduction of new cosmetic products can all cause changes in consumer behaviour over time.

SCOPE FOR FUTURE STUDIES

The goal of this study is to comprehend how social media affects consumers' decisions about cosmetic products and user knowledge of safety. The study primarily looks at how social media platforms and influencers impact consumers' awareness of cosmetic safety, brand switching, product discovery, and purchasing behaviour. The study also investigates the negative emotions that consumers have after using cosmetics that are advertised on social media. Respondents from a variety of age groups, educational levels, professions, and geographic areas are included in the survey. It helps determine how social media influences purchasing decisions and offers insights into customer behaviour about beauty products in the digital age.

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