Style in the Age of Media: How beauty and fashion trends are shaped by influencers

Before social media, beauty and fashion trends trickled down from glossy magazine covers, elite runway shows, and celebrity red carpets. Today, they often start in a bedroom, on an iPhone, and with a single TikTok or Instagram post. Social media influencers have completely rewritten the rulebook on how style and beauty trends emerge. And they’re doing it faster, more globally, and more personally than ever before.

Trend Cycles 

In the past, high fashion editors and celebrity stylists decided what was "in." Now, influencers with any number of followers are setting the tone for what people wear, how they do their makeup, and even how they talk about beauty. They aren’t just modeling trends, they’re creating them. Whether it’s the rise of “clean girl aesthetic,” glazed donut nails, or the rebirth of Y2K fashion, these trends often start with influencers who are simply sharing what works for them. And it catches fire.

The speed at which influencers drive trends is unmatched. A beauty look can go from unknown to viral in a single day, especially on platforms like TikTok or Instagram Reels. What used to take months now happens in real time, with trend cycles accelerating dramatically. This creates a constantly evolving digital runway. One where followers rush to try the next look before it's over.

The New Perfection

Influencers have made fashion and beauty more accessible and individualistic. Personal style over perfection. Instead of following one rigid beauty ideal, they showcase a range of body types, skin tones, hair textures, and personal styles. By styling thrifted outfits, showing makeup for acne-prone skin, or mixing high fashion with fast fashion, influencers encourage experimentation over perfection. Which builds more inclusive trend cultures in the process.

One of the most impactful influencer formats are the GRWM (get ready with me) videos. It’s not just about what they're wearing, it's about inviting followers into their thought process, their life, and their personality. It’s personal storytelling meeting product placement. The result? Followers don’t just copy the outfit or look. They buy the exact products, because they trust the influencer’s style, personality, and lifestyle.

Micro-Influencers, Macro Impact

Many influencers now collaborate with major brands or launch their own lines shaping trends from the inside out. These aren’t just partnerships for a paycheck; often, influencers have real creative input, helping brands stay relevant with their audience. Some go even further, skipping the middleman and launching their own fashion or beauty brands (like Summer Fridays, Rhode, or Djerf Avenue), leveraging their trust and personal brand to turn followers into loyal customers.

One doesn't need millions of followers to shape a trend. Micro-influencers (those with smaller but more dedicated audiences) often have higher engagement and a deeper relationship with their followers. Their recommendations feel more personal, and their styles often reflect specific subcultures or aesthetics (e.g. cottagecore, streetwear, minimalism). This decentralized influence allows multiple beauty and fashion trends to thrive simultaneously, reaching audiences that used to be overlooked.

In the digital age, beauty and fashion are no longer top-down. They’re shared, remixed, and reimagined by influencers and their audiences. With every post, reel, and GRWM, influencers shape not only what we wear and how we look, but how we feel about our own personal style. And in a world where trends change by the week, maybe the most lasting trend influencers have sparked is this: style is personal, powerful, and for everyone.