In the past ten years, social media has changed nearly all industries, and so it is for aesthetic dermatology. Cosmetic procedures became trendy on platforms such as Instagram, TikTok, and YouTube, which in turn dictate patients’ definitions of beauty and fairness in treatment outcomes, and their very relationship with the healthcare professionals caring for them. While aesthetic enhancement procedures seen on social media tend to promote general awareness of such procedures and normalize such behavior, they also create unrealistic expectations regarding beauty and impose pressure to conform to beauty ideals filtered through social media lenses. This article examines social media’s impact on a change of patient behavior, expectations toward dermatology, and the dermatologist-patient relationship.
The Rise of the “Instagram Face”
Among notable social media outcomes lies the emergence of the universal beauty aesthetic commonly referred to as the Instagram face. The attributes of this look include perfect and poreless skin, voluptuous lips, high cheekbones, strong jawline, and lifted brows–traits that commonly undergo enhancement by cosmetic dermal fillers, botulinum toxin, and contouring makeup. This idealistic look is often achieved with an abundance of procedures, filters, and digital editing applications, rendering it almost unattainable in real life.
Javed, Anwar, and Malik’s (2022) study shows that over 60% of aesthetic patients younger than 30 said social media may have influenced them when thinking about cosmetic treatments. Many patients now go into the clinic with screenshots of influencers or celebrities asking to “look like this,” often not understanding the considerable extent of the procedures, costs, or possible risks associated with it.
TikTok and the Normalization of Cosmetic Procedures
Particularly, TikTok has fast-tracked the progression toward normalizing aesthetic treatments. Million-of-time views hashtags such as #lipfillercheck and #botoxjourney draw users’ experiences from consultation with professionals to the aftermath of having undergone such cosmetic surgeries. Such disclosure may reveal and thus de-stigmatize aesthetics. However, it also de-emphasizes the medical concerns involved in these processes, making complex procedures as casual as buying skincare products.
But beyond that, trends that go viral can greatly increase the frequency with which specific procedures are requested. The “fox eye” trend, for instance, which refers to the look adopted by models with long, almond-shaped eyes, has caused younger people to demand thread lifts and lateral brow lifts. Unfortunately, such trends tend to be ephemeral, leaving the patient permanently altered in a way that may not suit future aesthetic ideals according to American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS, 2023).
Filter Dysmorphia and Unrealistic Expectations
The melding of filters and beauty-editing mobile applications such as FaceTune and Instagram AR effects has created an epidemic some dermatologists recognize as “filter dysmorphia.” Patients in increasing numbers, particularly those from Gen Z and Millennials, desire to cosmetically change themselves to resemble the artificially enhanced version of themselves. This is a current incarnation of BDD where sufferers obsess over perceived defects that are almost imperceptible to anyone.
According to an AAFPRS (2023) survey, 79% of surgeons reported that patients are requesting procedures to look better in online selfies and video calls. This shift in patient’s motivation seems to indicate a much deeper psychological issue at play-internalized pressure to maintain a social media-worthy appearance.
The Role of Dermatologists and Ethical Considerations
In the digital world, aesthetic professionals no longer just need to perform procedures. They are also expected to assume the role of educator and gatekeeper to your patients inform patients on the reality of the digital fantasy for results. Expect such discussions as when the results had taken place, how cap dreams fit into achieving these aesthetic goals, patient preparedness for change and finally patient-tailored evidence-based alternatives to achieving those expectations.
Concerns over ethics also arise where celebrities or aestheticians doctored their heavily edited before-and-after photographs to market their services. Such a lack of transparency and unchecked advertising could reputedly mislead prospective patients into violation of some medical advertising standards and ruin trust in patients (Park & Lee, 2022). Dermatologists will have to advocate for ethical social media marketing that protects patient education and safety instead of profit-making.
Building a Healthy Digital Dialogue
While most disadvantages arise from it, social media, exists as the best educational tool when utilized in an appropriate manner. Dermatologists and skin care professionals disseminating pertinent information, realistic outcomes, and stressing on patient safety make this a healthier digital narrative. Platforms like YouTube and Instagram are seeing evidence-based creators debunking myths and discussing complications while offering a balanced view of aesthetic medicine.
Moreover, with regard to a safety within representation, social media champions positive visibility and diverse inclusion. This would grant the aesthetic industry a step away from uniform beauty standards-think of all skin colors and body types and ages-and toward a much more individual empowerment (Javed et al., 2022).
Social media has changed the eye of aesthetic patients into looking for and working toward cosmetic treatments. With its opportunities for education and self-powerment come the detriments of magnifying unrealistic expectations, inducing psychological trauma, and normalizing the performance of procedures that have no value at all. Dermatologists now face the ever-challenging task of evolving the art and science of dermatology in a manner where patient welfare and the integrity of patient care are upheld. As the digital world changes, so will the ethics, communication, and accountability in aesthetic dermatology.
References
- American Academy of Facial Plastic and Reconstructive Surgery. (2023). Annual survey reveals increased demand for cosmetic procedures driven by social media. https://www.aafprs.org/
- Javed, A., Anwar, F., & Malik, M. (2022). Social media and its influence on cosmetic procedure decision-making among millennials. Journal of Aesthetic and Cosmetic Dermatology, 15(3), 145–152. https://doi.org/10.1002/jacd.12456
- Park, H., & Lee, J. (2022). Ethical implications of social media marketing in aesthetic medicine. Journal of Medical Ethics in Practice, 10(2), 91–97. https://doi.org/10.1016/j.jmep.2022.02.005
