Social Media and the Beauty Tech Revolution

Beauty tech: skincare innovation has taken over Instagram

Beauty tech is emerging as a new sector within this universe on social media, particularly on platforms like Instagram. This fusion of skincare and technological innovation is drawing in a vast audience seeking advanced solutions. From blood circulation devices to "smart" cleansers and light therapy masks, each innovation sparks numerous reviews across social networks.

Instagram is the preferred platform for these posts, with a volume three times that of TikTok. Engagement is also high: 210.8 million impressions were recorded last month, 46% more than on TikTok, as can be seen below (in red for Instagram and yellow for TikTok):

Luxury brands versus affordable brands: the duel of beauty tech's high-tech tools

Instagram has become the centre of discussion for smart beauty devices. Premium and accessible brands are placed side by side and in direct competition with one another. On one hand, luxury tools promise cutting-edge technology. On the other, brands like Primark and Shein bring accessibility by offering affordable alternatives.

Users, in search of new trends, create content around reviews, comparisons, results and opinions.

"Viral Primark LED face mask " or "I heard that @primarkbeauty have a new device " are two examples of review captions:

On the other hand, specialist and premium brands such as Omnilux, Vitaly, Vraiko and Solawave are among the most mentioned on the lifestyle social network:

Partnerships between content creators and beauty tech brands

Influencer collaborations are also visible on Instagram for these brands. Some partner with influencers on Instagram to highlight their latest light therapy and other innovations.

The example of influencer Tara Turnure (125k followers on Instagram) who collaborates with Higher DOSE to highlight their infrared sauna blanket and red light facial brand has accumulated over 35,000 likes:

Doctors' opinions regarding "beauty tech" on Instagram

The medical community is also getting to grips with this topic on the platform, sharing their expertise and opinions on beauty tech innovations.

These healthcare professionals analyse the effectiveness and safety of these new devices. These specialists account for 8% of the discussions on this topic, underlining their growing influence in the field of beauty and technology.

Among the most influential doctors on Instagram, some describe themselves in their biographies with phrases like "not your ordinary dermatologist" or "board-certified dermatologist", highlighting their expertise and unique approach :

These professionals share a variety of content on Instagram, from detailed reviews of beauty tech gadgets to professional opinions on their effectiveness and safety :

On TikTok, red light therapy tools are all the rage

The star tool on TikTok: red light therapy. Hashtags such as #redlightmask, #redlighttherapy and #redlighttherapybenefits are among the most popular, as can be seen in pink in the hashtag cloud below:

This red light therapy comes in various forms: mask, stick or even anti-acne patch. Reviews of these products have resulted in millions of views:

The community of healthcare professionals is also on TikTok

As on Instagram, healthcare professionals are also present on TikTok. Dr. Dray, a specialist in dermatology, accumulates over 2 million views on his content. In second place, Dr. Adel, also a dermatologist, generates over 238,000 views. Aesthetic physician Dr Rachel Ho has over 10,400 views.

They talk about various connected tools, but mainly about light therapy: