Influence of social media on cosmetic and gynecologic aesthetic decisions among women in Saudi Arabia

Objective: To explore how social media influences cosmetic and gynecologic aesthetic decision-making among women in Saudi Arabia, with attention to behavioral, psychological, ethical, and cultural dimensions. Methods: A structured narrative review guided by SANRA principles was conducted using publications from 2018 to 2024 identified through PubMed, OpenAlex, and institutional repositories. Studies were screened thematically and synthesized using a narrative thematic approach. Studies were screened for relevance to social-media influence on cosmetic behavior, psychological motivation, professional ethics, and female genital cosmetic surgery. Thirteen studies meeting inclusion criteria were included and synthesized across four thematic domains. Results: Across Saudi and international studies, high exposure to visual social-media platforms-particularly influencer content, filters, and before-and-after imagery-was consistently associated with increased interest in cosmetic procedures. Psychological mechanisms included social comparison, appearance dissatisfaction, and desire for peer validation. Ethical concerns highlighted promotion-driven content, selective imagery, and limited risk disclosure by practitioners. In the Saudi context, cultural norms, digital engagement, and evolving social expectations interacted to shape women's motivations, including those considering gynecologic aesthetic procedures. Conclusions: Social media plays a substantial role in shaping perceptions of beauty, motivations for cosmetic and gynecologic procedures, and expectations of treatment outcomes. Clinicians should address social-media influence during counseling, promote realistic expectations, and uphold ethical communication standards. Further longitudinal and culturally grounded research is needed to clarify how digital exposure shapes women's decisions over time.