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Social media has dramatically reshaped the beauty industry, particularly in 2024, with platforms like Instagram and YouTube serving as key drivers of beauty trends, consumer behavior, and brand marketing strategies. From influencer partnerships and live streaming events to the rise of virtual beauty consultations, social media’s influence is undeniable. The industry has adapted to these changes, capitalizing on the interactive nature of these platforms to engage directly with their audience and foster a more inclusive and personalized approach to beauty. New era of beauty communication In recent years, social media has emerged as an essential communication tool in the beauty industry. It is no longer just a platform for sharing advertisements or celebrity endorsements; it has become an interactive space where consumers can engage with brands, share their experiences, and receive real-time feedback. As Niharika Jhunjhunwala, Founder and CEO of ClayCo, points out, “The young audience, which makes up the largest market share of the beauty industry today, spends most of their time on various social media platforms. As a result, social media has become an essential channel for communication within the beauty industry.” The ability to directly communicate with consumers without geographical or time zone limitations has allowed brands to build stronger connections with their audiences. Skincare, in particular, has benefitted from this shift. Through social media, skincare routines, ingredient benefits, and product usage tips are shared more effectively than ever before. Social platforms like Instagram and YouTube are filled with content from dermatologists, beauty influencers, and real users sharing their skincare journeys. This democratization of beauty knowledge has made skincare more accessible and personalized, enabling consumers to find solutions that work for their individual needs. Social commerce: A game changer for beauty brands Social commerce has become one of the most significant trends in 2024, as it merges shopping with social media interaction. Brands are using social media platforms not just to promote products but to sell them directly. Riya Pant, Founder of Blur India, emphasizes how social media has revolutionized the shopping experience, saying, “Social media has taken the traditional shopping experience and made it better, faster, and way more engaging. Think about it—you’re scrolling through your feed, and suddenly there’s a live stream from your favorite beauty brand or influencer. In that moment, you’re not just watching; you’re part of an interactive session where you can see the product in action, ask questions, and even get tips tailored to your concerns.” This direct, engaging method of shopping has turned social media into a virtual storefront, where consumers can make purchases in real time, compare prices, and get answers to their questions immediately. The shift to social commerce is not just about product visibility but also about building trust. Consumers are more likely to make a purchase when they can see real people using the products and sharing their experiences. The power of influencer marketing plays a major role in this dynamic. Influencers have built large, engaged audiences, and their recommendations often carry more weight than traditional celebrity endorsements. This has led to a shift in how beauty brands approach marketing—moving away from glossy advertisements to more authentic, relatable content that feels personal and trustworthy. Building communities and driving advocacy For beauty brands, social media has become a platform for community building and brand advocacy. Natasha Tuli, Co-founder & CEO of Soulflower, describes how social media has enabled the brand to grow and connect with like-minded individuals: “For a modest, home-grown brand like ours, social media has helped immensely in amplifying our voice and spreading to millions across not just India but the world. In a way, it has solidified our vision and aim of being someone who speaks for the voiceless, whether it's cats or dogs or your hair and skin.” Brands that embrace authenticity and ethics can leverage social media to foster communities centered around shared values. Soulflower, for instance, has used platforms like Instagram and Facebook to not only promote its natural products but also to raise awareness about ethical issues in the beauty industry, such as adulterated products and sustainable beauty practices. This shift towards community engagement on social media has also brought about a focus on inclusivity. Beauty brands are increasingly embracing diverse skin tones, types, and concerns. The real beauty conversations happening online have led to a more inclusive representation of beauty, with consumers seeking products that meet their specific needs, whether it be for darker skin tones, sensitive skin, or ethical considerations. The rise of user-generated content (UGC) on platforms like Instagram has further supported this trend, as real consumers share their results and experiences, which in turn influences the purchasing decisions of their followers. Influencer marketing and trend amplification Influencer marketing continues to be a driving force behind beauty trends. Influencers—ranging from makeup artists and beauty bloggers to skincare enthusiasts—hold significant sway in shaping consumer preferences. Sarah Sarosh , a beauty content creator, highlights the power of real-person try-ons, stating, “People no longer just want celebrity advertisements; they also want reviews from real people. That’s exactly what social media provides to consumers: real-person try-ons, wear tests, trends, and everything in between, all demonstrated on different skin tones.” Social media has allowed beauty influencers to showcase products on various skin tones, encouraging inclusivity and authenticity in a way that traditional media never could. As Sarosh notes, trends spread quickly on social media. One example of this is the rise of the “blush blindness” trend, where the use of blush has become increasingly popular. “There was once a time when we hated having any color on our cheeks,” Sarosh explains, “but now, girls are completely obsessed with blush, and ‘blush blindness’ has gone viral.” Trends like these demonstrate how social media can amplify niche interests and create viral sensations that impact product development. Brands are quick to pick up on these trends, launching new products to meet the growing demand. In 2024, social media has become the primary channel for beauty trend amplification, allowing trends to emerge, evolve, and spread faster than ever. The role of AI and technology in beauty marketing In addition to influencers and user-generated content, technology—especially artificial intelligence (AI)—is playing an increasingly important role in the beauty industry’s digital transformation. Dr. Sagar Gujjar , MD Dermatologist and Founder of Skinwood, explains that social media has become a virtual classroom where skincare routines and ingredients are explained in detail. “Social media platforms are no longer just communication channels but have become virtual classrooms where dermatologists and AI-powered diagnostics explain ingredients and educate consumers about the benefits of minimalist, results-oriented routines,” he says. AI has also revolutionized the beauty industry by allowing brands to offer personalized skincare recommendations based on consumers’ unique needs. Tools like virtual try-ons, where consumers can see how makeup or skincare products would look on their skin, have become increasingly popular. These AI-powered tools are not only enhancing the shopping experience but also enabling consumers to make more informed decisions about the products they purchase. How 2024 beauty trends celebrated diversity and inclusivity The rise of personalized skincare for brides and grooms Additionally, AI tools can help brands track trends, analyze consumer behavior, and optimize marketing strategies in real-time. This data-driven approach allows beauty brands to tailor their content and offerings to meet the evolving needs of their audience, creating more personalized experiences for consumers. The mental health and wellness connection The relationship between beauty and mental health has also been amplified through social media. Platforms like Instagram have become spaces where conversations around self-care, wellness, and mental health are front and center. Many beauty brands are aligning themselves with these movements, promoting the philosophy that beauty should be about feeling good as much as looking good. Social Media Addiction Costs Mumbai Influencer: Aanvi Kamdar Falls To Death At Kumbhe Waterfall Malvika Jain, Founder of SEREKO, notes that social media has played a significant role in spreading awareness about holistic wellness and mental health. “Social media has also played a significant role in spreading awareness about mental health, encouraging conversations around holistic wellness & self-care,” she says. This shift in focus has helped create a more positive and inclusive narrative around beauty, one that values mental well-being as much as physical appearance. As mental health continues to be a major conversation in the beauty industry, brands are increasingly using social media to promote messages of self-love, body positivity, and mental wellness. These conversations have not only shaped how beauty is defined but have also led to a more responsible approach to marketing, with brands being held accountable for the way they represent beauty standards. The road ahead: Sustainability and inclusivity One of the most significant trends in the beauty industry in 2024 is a growing focus on sustainability and ethical practices. Social media has given consumers a platform to voice their concerns about environmental issues, and beauty brands have responded by incorporating more sustainable practices into their production processes. From cruelty-free products to eco-friendly packaging, the demand for sustainable beauty is stronger than ever. Shriram Balasubramanian , Director at Zuventus Healthcare Ltd, notes that social media has driven a shift towards sustainability in the beauty industry. “Social media platforms have evolved to become virtual storefronts for building brand reputation. The content creators in this space have amplified audience reach and engagements offering relatable, diverse perspectives, driving consumer purchase decisions that are informed.” The transparency afforded by social media has forced brands to be more accountable for their sustainability practices, and this trend is only expected to grow in the coming years. The influence of social media on the beauty industry in 2024 is undeniable. Platforms like Instagram and YouTube have become essential tools for beauty brands, allowing them to connect with consumers in new and innovative ways. From influencer marketing and live shopping events to AI-powered skincare consultations and sustainability-focused campaigns, social media has completely transformed how beauty products are marketed and consumed. As the industry continues to evolve, social media will remain a powerful engine for trend amplification, community engagement, and authentic brand-building. The future of beauty is digital, interactive, and driven by the collective power of consumers and content creators alike.The average rate on a 30-year mortgage in the U.S. eased this week, though it remains near 7% after mostly rising in recent weeks. The rate slipped to 6.81% from 6.84% last week, mortgage buyer Freddie Mac said Wednesday. That’s still down from a year ago, when the rate averaged 7.22%. Borrowing costs on 15-year fixed-rate mortgages, popular with homeowners seeking to refinance their home loan to a lower rate, rose this week. The average rate climbed to 6.1% from 6.02% last week. A year ago, it averaged 6.56%, Freddie Mac said. Mortgage rates are influenced by several factors, including the yield on U.S. 10-year Treasury bonds, which lenders use as a guide to price home loans. The yield, which mostly hovered around 4.4% last week and was below 3.70% in September, has eased this week. It was at 4.23% at midday Wednesday. Elevated mortgage rates and rising home prices have kept homeownership out of reach of many would-be homebuyers. U.S. home sales are on track for their worst year since 1995. “The 30-year fixed-rate mortgage moved down this week, but not by much,” said Sam Khater, Freddie Mac’s chief economist. “Potential homebuyers are also waiting on the sidelines, causing demand to be lackluster. Despite the low sales activity, inventory has only modestly improved and remains dramatically undersupplied.” Mortgage rates slid to just above 6% in September following the Federal Reserve’s decision to cut its main interest rate for the first time in more than four years. While the central bank doesn’t set mortgage rates, its actions and the trajectory of inflation influence the moves in the 10-year Treasury yield. The central bank’s policy pivot is expected to eventually clear a path for mortgage rates to generally go lower. But that could change if the next administration’s policies send inflation into overdrive again. September’s pullback in mortgage rates helped drive a pickup in sales of previously occupied U.S. homes last month, and likely helped give a boost to demand early last month. The National Association of Realtor’s pending home sales index rose 2% in October from the previous month, its third straight monthly increase, the trade group said Wednesday. Pending transactions were up 5.4% compared to October last year. A lag of a month or two usually exists between when a contract is signed and when the home sale is finalized, which makes pending home sales a bellwether for future completed home sales. Still, because mortgage rates have mostly kept rising in recent weeks, that could dampen sales this month and next in what's already typically a slow season for the housing market. “Though mortgage rates are likely to decline in the coming weeks, the dip will be too little and too late to boost home sales in December,” said Ralph McLaughlin, senior economist at Realtor.com . Forecasting the trajectory of mortgage rates is difficult, given that rates are influenced by many factors, from government spending and the economy, to geopolitical tensions and stock and bond market gyrations. Economists predict that mortgage rates will remain volatile this year, but generally forecast them to hover around 6% in 2025.
Preview: Sunderland vs. West Bromwich Albion - prediction, team news, lineupsLOS ANGELES — After another loss, this one of the 37-20 variety to the Philadelphia Eagles , Rams head coach Sean McVay was once again asked about his offense’s third-down conversion rate. It’s been a recurring issue for the Rams (5-6) this season, especially in the previous three games in which the Rams failed to convert more than 25% of their attempts on third downs. But Sunday marked a new low, as the Rams went 0-for-8, their first time failing to convert a single third down all season. “There’s a lot of different reasons. It wasn’t one thing in particular,” McVay said. “But that hasn’t been successful enough. It’s been an area that we have to be better at, no doubt about it.” The Rams rank 31st in the NFL, ahead of only Cleveland, in third-down conversion percentage with a 31.71% mark. They are similarly 31st in estimated points added (EPA) on third downs at -0.287 per play. The Rams actually have a respectable success rate when running the ball on third down at 54.5%. But they aren’t getting into enough and-short situations to justify handoffs on third downs, as evidenced by Sunday’s performance. The Rams lined up for 11 third downs on Sunday, though three were nullified by penalty. They faced an average distance of 9.4 yards on those plays. This number is slightly inflated by two 10-yard penalties committed by the Rams on third downs; as far as what distance the Rams had earned through their work on first and second downs, the number is 7.9 yards. On their eight third-down plays that were allowed to stand, the Rams ran seven pass plays and one run, a white-flag handoff on third-and-13 that gained 8 yards. On the seven drop backs, quarterback Matthew Stafford completed 2 of 4 passes for 10 yards while being sacked three times, all on to-go distances of 9 or greater yards in which Philadelphia’s pass rushers knew what was coming. “We didn’t put ourselves in a lot of favorable ones today,” Stafford said. “You don’t do that against that defense, it’s going to be difficult. No doubt there are some that we can convert on, look back on but it takes great execution by everybody to convert on third down. We just gotta do a better job.” The Rams actually did move the sticks after one third down, a third-and-16, but did not get credit for it in the stat book because it came via a Philadelphia pass interference penalty. So then, what did the Rams do to put themselves in these unfavorable situations? Let’s take a look at the first and second downs in the second quarter or later, given the Rams did not reach third down until the second quarter. The Rams ran the ball 10 times and dialed up 24 drop backs on first and second downs after the first quarter; given the nature of the blowout loss, the imbalance in play calls is not surprising. On the 10 carries, the Rams managed 23 yards and allowed three tackles for loss. Stafford was also sacked twice while completing 14 of 22 attempts. And this is where inconsistent execution in the run game is hurting the Rams, a team that wants to power the ball down defenses’ throats using their big bodies on the line and duo blocking. The Rams have made a heavy investment in this aspect of the team over the last two years. The second-round pick spent on guard Steve Avila. Big contracts paid to interior linemen Kevin Dotson and Jonah Jackson. The addition of Blake Corum in the third round in April to take some of the load off starting back Kyren Williams. Related Articles Los Angeles Rams | Alexander: Rams-Eagles was Saquon Barkley’s show Los Angeles Rams | Rams running out of time to fix offense after loss to Eagles Los Angeles Rams | Rams prepare for primetime Eagles game as NFC West heats up Los Angeles Rams | Philadelphia Eagles at Rams: Who has the edge? Los Angeles Rams | Rams’ ultra-competitive pass rush thrives working ‘five as one’ But 11 games into the season, injuries and shuffling rotations along the offensive line have made that goal difficult to achieve. But that doesn’t stop the Rams in believing it can still be their identity. “I think we know what we’re really about and how to get where we want to get. I think we’ll lean a little bit more on the run,” Dotson said in the post-game locker room Sunday. “I feel like our run game is a little I guess underrated. I feel like we run it pretty good when we actually get it all set. It’s just the matter of fact of getting ourselves in situations where running is better.” “When you’re looking at a lot of third-and-longs and the opportunity for a rush to kind of play with their hair set on fire, it definitely presents a lot of difficulties for anybody in this league,” receiver Puka Nacua added. “It’s the physical game of football that has been playing for a long time and it starts in the trenches and being able to make sure that we can protect our back and not allowing safeties to kind of cap off on some of our hits and stuff like that, being able to get to that second level with a great push.”
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