The Impact of Social Media Beauty Standards and the Social Media Influencers on Perception of Beauty Products by Young Women in Cairo, Egypt

In the times of the internet and social media, most people make social media a big part of their lives and how they live their lives, especially young women. It is no secret that women generally care about how they look and how people see them. However, most young women care about how people see them way more than others, which leads them to try out different things to reach the beauty standards and follow standards available on social media. This study is a qualitative based study to explore the role of social media beauty standards and the social influencers’ impact on young women’s perception of beauty products in Cairo, Egypt. Findings from this study revealed three main themes based on the respondents’ responses during the interview sessions. It highlighted the social media influencers' impact on young women, their promotion ways and methods of beauty products, the curiosity of the young women and the trust they have in the beauty influencers whom they follow. All these themes and findings supported the point that shows how beauty influencers have a big impact on young women and they can easily convince them to buy the beauty products. This study contributed to the literature on this topic by exploring the social media beauty standards related to the influencers’ impact on young women’s perception of beauty products in Cairo, Egypt. Limited past study found in exploring this topic in Egypt. Therefore, the findings will be able to assist future researchers in developing materials relating to this area.