In the digital age, social media has evolved from being a channel for leisure and social connection to an influential window that shapes what products we use, how we discover them, and what expectations we have for our skin, hair, and overall wellbeing. In the personal care sector (cosmetics, beauty, hygiene, skincare), the dynamics of production, marketing, consumption and brand-customer relationships are rapidly being reconfigured by the power of digital communities, viral trends, and demands for transparency and values. Below, we explore the changes that are already taking place, the challenges that are emerging and the opportunities for those who want to lead in this new landscape.
1. Social discovery as a driver of trends and purchases
One of the most visible phenomena is how consumers discover products through social media: TikTok, Instagram, YouTube, and other platforms no longer just inspire, but directly influence purchasing decisions. A clear example: viral products on TikTok have become an essential part of many brands’ catalogues.
In addition, consumers now do a lot of research before buying: they read reviews, compare labels and seek out real opinions. This favours brands that are committed to transparency and authenticity, and penalises those that only sell image. In Spain, sustainable and natural cosmetics are booming, thanks to social media’s ability to expose bad practices and reward ethical innovation.
2. New expectations: health, wellbeing, ethics and sustainability
Personal care is no longer just about aesthetics; it has become about health, self-care and emotional well-being, something that social media amplifies. Skincare, for example, has become an almost ritualistic routine where it’s not just how you look that matters, but how you feel.
At the same time, consumers are demanding more sustainable, cruelty-free products with recyclable or refillable packaging. Natural cosmetics have already established themselves in the UK as one of the major trends of the moment.
This is forcing brands to rethink not only their formulas, but also their supply chain, communication and corporate social responsibility.
3. Desafíos y estrategias para marcas en la nueva era social
The social environment has enormous advantages, but also challenges:
- Volatility and rapid fashion cycles: what is viral today can quickly disappear. Brands must be agile, with the ability to adapt quickly and launch products or messages consistent with emerging trends.
- Authenticity: consumers easily detect artificial content, extreme filters and exaggerated promises.
- Regulation, safety, and credibility: with so much public exposure, every mistake can go viral. Claims regarding ingredients, product safety, regulatory compliance, and transparency in labelling become fundamental.
- Omnichannel and social commerce strategies: integrate social media with e-commerce, showrooms or physical points of sale, and digital campaigns that allow for direct interaction, reviews and UGC (user-generated content). Brands that combine these elements are better positioned.
- Impact measurement and analytics: it is not enough to have many followers; you need to know what content converts and which communities build loyalty.
Social media is not just a complement; it is an essential part of the strategy for any personal care brand that wants to grow in 2025 and beyond.
For those who lead the personal care industry, the question is no longer whether to use social media, but how to do it well: how to build trust, how to generate real communities, how to offer value, transparency and experience.