From Runways to Feeds: How Social Media Is Transforming the Fashion and Beauty Landscape

In a world dominated by selfies, hashtags, and viral challenges, beauty standards are evolving at a rapid pace. Social media platforms have created a dynamic space where aesthetics shift frequently, driven by global movements and influential personalities. What were once static beauty ideals set by fashion magazines have become more fluid, shaped by users and trending phenomena.

This shift has significantly impacted beauty norms around the globe, especially in the Middle East and Gulf region, where ideals are increasingly leaning towards cultural relevance and self-expression.

The Power of Hashtags: Social Media’s Role in Shaping Self-Image

Beauty has always been deeply connected to societal trends, and today platforms like Instagram and TikTok have redefined how attractiveness is perceived and shared, as particularly documented through viral hashtags. They offer instant access to global trends, democratize beauty standards, and allow users to showcase their interpretations. According to a study by Science Open, 60% of women worldwide feel the impact of social media beauty standards on their self-image, highlighting the influence of these platforms.

From Global Trends to Qatar's Evolving Fashion Scene

In Qatar, where 95% of the population engages with social media, these trends hold significant sway. Local influencers like Haneen Al Saify and Sarah A. Al Hail are redefining the fashion scene, blending traditional and contemporary styles to create a distinctive aesthetic. The modeling scene in Qatar has become more diverse, highlighting a broad range of appearances—showcasing that beauty comes in many forms and embraces all backgrounds.

A manifestation of this amalgamation has been the high-profile Emerging Voices event at leading Qatar mall, Doha Festival City, created in collaboration with Harper's Bazaar and VCUarts Qatar. This initiative has continued to highlight the vision of Qatar’s next generation of creatives, seamlessly blending local cultural elements with global fashion influences, celebrating a rich interplay between local convention and modernity.

Representation Takes Center Stage in Business and Culture

A National Geographic report revealed that 67% of global beauty campaigns now feature influencers and models of diverse body types and skin tones—a stark contrast to the uniform ideals of previous decades. In the Middle East, influencers like Kuwait’s Dalal AlDoub combine modern makeup techniques with modest fashion, broadening the definition of beauty to include cultural expressions. Something Dalal describes herself as “representation”, further noting that women want to see themselves reflected in beauty and fashion “in ways that celebrate who they are.”

Iraqi-American makeup mogul Huda Kattan, founder of Huda Beauty, has similarly used social media to build a beauty empire that challenges traditional beauty norms. TIME magazine recognized her impact, describing her as "Disrupting What It Means to Be Beautiful." Her focus on diversity and authenticity has resonated with Gulf consumers, including those in Qatar, where local influencers are similarly advocating for a broader beauty narrative.

A New Focus on Self-Expression

Answering the demand ahead of the tide, Qatar's most-visited mall, Doha Festival City, has even repositioned its brand narrative to emphasize cultural diversity and self-expression – going as far as attuning its social media strategy accordingly with curated influencers and coverage. The shopping complex has vied to solidify its status as a hub for burgeoning fashion dialogue with a line-up of talks, featuring design industry pioneers like Aisha Al Rumaihi from Scale7, and Lebanese fashion influencer Nour Arida, who outspokenly encourages people to “express themselves, but feel empowered by individuality.”

Embracing Authenticity and Change

As social media continues to influence fashion and beauty standards, campaigns are increasingly encouraging people to embrace their natural looks. Influencers play a pivotal role in shaping retail trends, aligning them with current aesthetics and personal values.

The future of the fashion and beauty industry is being shaped by a stronger emphasis on authenticity and versatility, allowing brands to connect more deeply with consumers. With societal values continuing to evolve, retailers are likely to continue to adjust strategies to maintain relevancy and impact, ensuring they remain at the forefront of this cultural reformation.

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