SCROLLING INTO SELF-DOUBT: INSIDE INSTAGRAM'S BEAUTY ECONOMY

At 11:47 pm, Shivani closes Instagram and opens her notes app instead.

- RADHIKA VASHISHT

Five minutes earlier, she had been watching a reel that began with a familiar hook: “If you're in your late 20s and noticing dull skin, under-eye hollows, and fine lines, this is for you.” The influencer's face was luminous, wrinkle-free, softly lit. The solution, neatly lined up on her vanity, involved a retinol serum, a peptide cream, an LED mask, and three supplements “every woman should be taking.”

By midnight, Shivani wasn't thinking about her long workday or the lack of sleep that comes with it. She was wondering whether her face had always been this asymmetrical — or whether Instagram had simply taught her to notice.

These moments may seem trivial, even indulgent. But they are deeply political. In today's digital economy, women's insecurities are not just feelings; they are data points, market segments, and revenue streams.

Instagram does not merely reflect beauty anxiety — it organises, amplifies, and sells it.

India’s skincare market is currently valued at around $3 billion, while the global beauty industry stands at $446 billion as of 2023, with steady annual growth projections. While rising incomes and urban lifestyles are often cited as reasons, digital platforms — particularly Instagram — play a crucial, under-acknowledged role.

Consider how the algorithm works in practice. A woman pauses on a reel asking, “Do you have fine lines or pigmentation?” She watches till the end. She maybe sends it to a friend with a laughing emoji. Within hours, her feed fills up with similar content — anti-ageing routines, dermatologist-led reels, “before-and-after” transformations, and discount codes promising visible results in 14 days.