Beauty trends, once dictated by industry big names and fashion shows, have undergone a major transformation thanks to the influence of social media. Platforms like Instagram, TikTok and YouTube have radically changed the way beauty trends emerge, spread and are adopted globally. How far does social media influence the promotion and sale of cosmetic products? What is the role of influencers and online reviews? And what importance should be given to digital marketing? The answers in this article …

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