INTRODUCTION
Beauty has always captured the interest of our society. From an evolutionary perspective, beauty signals higher mate quality and competence.1 From a social and psychological perspective, being beautiful is associated with higher self-esteem, improved well-being, and the perception of intelligence and success in both professional and personal life.2 The golden ratio dates back to ancient Greece and is said to be aesthetically pleasing due to its recurring theme throughout nature, including its relevance to facial proportions. While this ratio is widely considered "ideal", anthropomorphic studies in non-Europeans were not concordant with these proportions.3 Though some canons of beauty that we subscribe to are widespread, beauty standards of facial features are dynamic, varying by region, and evolving over time, especially as innovations in technology bring us closer and promote cultural interactivity.
Unsurprisingly, our fascination with beauty has not only spilled over into social media but has become a significant part of it as these platforms have grown exponentially. From 2019 to 2021 the number of users on social media platforms such as YouTube, Instagram, and TikTok increa sed by 50% to 300%, with the most having one to two billion users.4-6 The visual appeal of primarily photo and video content on these platforms are ideal for the beauty world and the audience engagement, immediate feedback, influencer partnerships, and user-generated content enhance the experience to the point of addiction in some users.7
Unsurprisingly, our fascination with beauty has not only spilled over into social media but has become a significant part of it as these platforms have grown exponentially. From 2019 to 2021 the number of users on social media platforms such as YouTube, Instagram, and TikTok increa sed by 50% to 300%, with the most having one to two billion users.4-6 The visual appeal of primarily photo and video content on these platforms are ideal for the beauty world and the audience engagement, immediate feedback, influencer partnerships, and user-generated content enhance the experience to the point of addiction in some users.7
Influencers are those on social media considered to have purchasing decisions of their audiences. Influencers in the beauty, cosmetics, and personal care fields have some of the largest followings on social media and it was estimated that beauty companies spent $2.6 billion on digital advertising in 2022.8 While there is no direct link between the popularity of beauty topics on social media and the number of cosmetic procedures being done, parallel trends have been observed.
In 2019, the American Society for Dermatologic Surgery (ASDS) reported 4 million total injectable procedures wherein wrinkle-relaxers increased by 60% and fillers by 78% since 2012; 4.1 million total procedures for laser/light/energy-based treatment, which increased by 106% since 2012; and over 1 million body sculpting procedures, which increased by over 500% since 2011.9 While newer data have not been published yet and the effects of the COVID-19 pandemic on dermatologic cosmetic procedures is unclear, the American Academy of Facial Plastic and Reconstructive Surgery reported increases in both surgical and non-surgical procedures of the face from 2020 to 2021, citing improved appearance on video conferencing as a patient motivator.10 Herein, we aim to discuss how the
