Beauty in the Digital Age: How Social Media Shapes Gen Zs Cosmetic Trends, Consumer Behavior, and Its Ethical Concerns

Social media has significantly impacted the cosmetics industry today, with platforms like TikTok and Instagram that utilize marketing strategies ranging from viral trends to user-generated content in shaping consumer behavior. Although these strategies increase their visibility and sales, they raise concerns about transparency, ethical marketing, and the impact on adolescent consumers behavior. The increasing appeal of social media-driven cosmetic promotions has led to impulsive buying habits and the normalization of unattainable beauty standards. This paper examines the role of influencer marketing in the beauty industry. It evaluates the Modernization of Cosmetics Regulation Act (MoCRA) as a measure to improve product safety and corporate accountability. While MoCRA introduces essential regulatory changes, it does not fully address the deceptive advertising tactics used on digital platforms. As such, many small beauty brands remain exempt from strict compliance, allowing potentially unsafe products to reach teen consumers. This study explores the risks associated with social media-driven cosmetic marketing and proposes solutions, including more rigorous regulation of influencer endorsements, increased ingredient transparency, and enhanced consumer education. By advocating for stronger policies, this research emphasizes the need for a safer and more ethical beauty industry.