Social Media, Skin-Care Perceptions, and Acne: Understanding Public Health Implications

Abstract Background This study explores the impact of social media on skincare routines and acne perceptions in the digital era among young adults living in Malta. It suggests that understanding these dynamics can inform strategies to promote evidence-based dermatological health information and counter misinformation, ensuring social media platforms are supportive tools in personal health management. Methods An anonymous online survey was distributed through social media to young adults aged 18-29 years to assess their engagement with social media for skincare information and its influence on their perceptions of acne. Participants were categorized by gender and acne status. Results A total of 300 participants were included, with 41.0% (95% CI: 34.5, 46.8) of females and 14.1% (95% CI:7.3, 23.8) of males reporting social media use for skincare (P < 0.0). Although the majority (69.4% females, 70.5% males) considered social media information somewhat reliable but verified it with other sources (P = 0.9), females (75.7%; 95% CI: 69.5, 81.2) were more likely than males (43.6%; 95% CI: 32.4, 55.3) to come across acne-related content (P < 0.0). Among those with acne, 34.3% (95% CI: 26.9, 42.8) of females and 15.7% (95% CI: 7.0, 29.0) of males reported frequent exposure to acne-related content, compared to 15.9% (95% CI: 8.7, 25.6) of females and 3.7% (95% CI: 0.1, 19.0) of males without acne (P < 0.0). Conclusions Findings show that social media can influence acne-related content exposure, especially among acne-prone individuals. Females showed greater reliance on social media and engagement with skincare-related content, likely driven by increased appearance-related awareness and targeted searches. The findings underscore the need for evidence-based dermatological education on social media and collaborations between public health professionals, dermatologists, and content creators to counter misinformation and promote safe skincare practices. Key messages • Promote evidence-based skincare content on social media to support young adults and counter acne misinformation. • Enhance credible dermatological education online to protect acne-prone youth from unreliable skincare information.