Beauty is no longer just about what&rsquo;s in glossy magazines or on TV. Social media has flipped the script, making beauty more inclusive, diverse, and, let&rsquo;s face it, way more exciting.

Platforms like Instagram and TikTok aren&rsquo;t just where we share our latest <a href="https://www.lofficielibiza.com/beauty/autumn-s-makeup-trend-is-called-demure-brat-summer" target="_blank" rel="noopener">makeup</a> looks&mdash;they&rsquo;re where trends are born, evolve, and sometimes disappear in the blink of an eye. New data reports that 68% of people trust user-generated content (UGC), such as beauty tutorials and reviews posted on <a href="https://www.lofficielibiza.com/beauty/how-to-do-boyfriend-blush-healthy-makeup-trend-summer-2024-tik-tok-trend" target="_blank" rel="noopener">TikTok</a>, over traditional brand advertising, emphasising the influence social media has on the beauty industry (report by Sprout Social). And with good reason, creators have seriously upped their UGC game, with content as sleek as a fresh drawn eyeliner and industry knowledge as strong as your fave beauty magazine columnist.

Our beautiful island has long been a destination for global brands to shoot their next campaign. Social media teams are now at the core of the efforts, capturing behind the scenes snippets and insta-friendly content. It&rsquo;s completely changed the purpose of the shoot and now we&rsquo;re basing entire marketing campaigns around the platforms we&rsquo;ve grown to love (or hate!).

Some brands are taking it one step further, with the likes of <a href="https://www.instagram.com/rhode/" target="_blank" rel="noopener">Rhode</a> hosting a summer brand activation at Casa Jondal to promote their summer lip tints or MAC&rsquo;s all-out glamour extravaganza at <a href="https://www.lofficielibiza.com/ibiza/casadei-fully-sustainable-raffia-collection-with-the-agora" target="_blank" rel="noopener">Six Senses</a> Beach Caves.

Thanks to <a href="https://www.lofficielibiza.com/soul-spirituality/body-positivity-and-social-media-the-impact-of-online-platforms-on-our-body-image" target="_blank" rel="noopener">social media</a>, beauty standards are more fluid than ever. Gone are the days when one look ruled them all. Now, anyone with a smartphone can influence what&rsquo;s considered beautiful. This has opened the door to a celebration of individuality&mdash;whether it&rsquo;s embracing natural curls, showcasing unique skin tones, or even rocking bold, creative makeup that was once reserved for the runway. Social media has given a voice to a broader spectrum of beauty, and the world is taking notice.

So, what does this mean for the beauty industry? For starters, brands are more in tune with what we actually want. They&rsquo;re scanning social media feeds to catch onto trends early, giving us products that feel personal and relevant. We&rsquo;re also seeing a huge emphasis on social communities, where beauty brands are elevating their customer engagement by building a loyal fanbase online.

<a href="https://www.instagram.com/refybeauty/" target="_blank" rel="noopener">Refy</a> fully immerse themselves in their online community. They even take their online community offline, offering fans the opportunity to win a holiday to the Balearics with founder Jess. The escape featured Refy branded merch at every snapshot, and every corner of the villa was Instagram worthy - enhancing their summer campaign tenfold. As social media continues to shake up the beauty world, AI is getting in on the action. Platforms are now integrating AI tools to offer personalised beauty experiences like never before. AI-driven virtual try-ons allow users to experiment with different makeup looks and hair colours in real-time, so you can visualise products before adding to cart. So, as social media and AI team up, expect beauty to get even more interactive, making it easier than ever to find your perfect look.

Looking ahead, the future of beauty is all about customisation, inclusivity, and staying ahead of the curve. Social media is keeping the industry on its toes, pushing it to be more innovative and responsive. And honestly? It&rsquo;s making beauty more fun, more diverse, and more empowering than ever. So, keep posting, keep sharing, and keep redefining what beauty means&mdash;because the future of beauty is in our hands and at the tip of our make-up brushes.

Issy McGlashen is the Founder of <a href="https://www.wearenala.co.uk/">NALA Creative</a> and Brand Manager at <a href="https://www.moda-management.com/">Moda Management</a>

Trending Now: How Social Media is Blending Beauty Standards in Ibiza

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