Social media has dramatically reshaped the beauty industry, particularly in 2024, with platforms like Instagram and YouTube serving as key drivers of beauty trends, consumer behavior, and brand marketing strategies. From influencer partnerships and live streaming events to the rise of virtual beauty consultations, social media’s influence is undeniable. The industry has adapted to these changes, capitalizing on the interactive nature of these platforms to engage directly with their audience and foster a more inclusive and personalized approach to beauty. New era of beauty communication In recent years, social media has emerged as an essential communication tool in the beauty industry. It is no longer just a platform for sharing advertisements or celebrity endorsements; it has become an interactive space where consumers can engage with brands, share their experiences, and receive real-time feedback. As Niharika Jhunjhunwala, Founder and CEO of ClayCo, points out, “The young audience, which makes up the largest market share of the beauty industry today, spends most of their time on various social media platforms. As a result, social media has become an essential channel for communication within the beauty industry.” The ability to directly communicate with consumers without geographical or time zone limitations has allowed brands to build stronger connections with their audiences. Skincare, in particular, has benefitted from this shift. Through social media, skincare routines, ingredient benefits, and product usage tips are shared more effectively than ever before. Social platforms like Instagram and YouTube are filled with content from dermatologists, beauty influencers, and real users sharing their skincare journeys. This democratization of beauty knowledge has made skincare more accessible and personalized, enabling consumers to find solutions that work for their individual needs. Social commerce: A game changer for beauty brands Social commerce has become one of the most significant trends in 2024, as it merges shopping with social media interaction. Brands are using social media platforms not just to promote products but to sell them directly. Riya Pant, Founder of Blur India, emphasizes how social media has revolutionized the shopping experience, saying, “Social media has taken the traditional shopping experience and made it better, faster, and way more engaging. Think about it—you’re scrolling through your feed, and suddenly there’s a live stream from your favorite beauty brand or influencer. In that moment, you’re not just watching; you’re part of an interactive session where you can see the product in action, ask questions, and even get tips tailored to your concerns.” This direct, engaging method of shopping has turned social media into a virtual storefront, where consumers can make purchases in real time, compare prices, and get answers to their questions immediately. The shift to social commerce is not just about product visibility but also about building trust. Consumers are more likely to make a purchase when they can see real people using the products and sharing their experiences. The power of influencer marketing plays a major role in this dynamic. Influencers have built large, engaged audiences, and their recommendations often carry more weight than traditional celebrity endorsements. This has led to a shift in how beauty brands approach marketing—moving away from glossy advertisements to more authentic, relatable content that feels personal and trustworthy. Building communities and driving advocacy For beauty brands, social media has become a platform for community building and brand advocacy. Natasha Tuli, Co-founder & CEO of Soulflower, describes how social media has enabled the brand to grow and connect with like-minded individuals: “For a modest, home-grown brand like ours, social media has helped immensely in amplifying our voice and spreading to millions across not just India but the world. In a way, it has solidified our vision and aim of being someone who speaks for the voiceless, whether it's cats or dogs or your hair and skin.” Brands that embrace authenticity and ethics can leverage social media to foster communities centered around shared values. Soulflower, for instance, has used platforms like Instagram and Facebook to not only promote its natural products but also to raise awareness about ethical issues in the beauty industry, such as adulterated products and sustainable beauty practices. This shift towards community engagement on social media has also brought about a focus on inclusivity. Beauty brands are increasingly embracing diverse skin tones, types, and concerns. The real beauty conversations happening online have led to a more inclusive representation of beauty, with consumers seeking products that meet their specific needs, whether it be for darker skin tones, sensitive skin, or ethical considerations. The rise of user-generated content (UGC) on platforms like Instagram has further supported this trend, as real consumers share their results and experiences, which in turn influences the purchasing decisions of their followers. Influencer marketing and trend amplification Influencer marketing continues to be a driving force behind beauty trends. Influencers—ranging from makeup artists and beauty bloggers to skincare enthusiasts—hold significant sway in shaping consumer preferences. Sarah Sarosh , a beauty content creator, highlights the power of real-person try-ons, stating, “People no longer just want celebrity advertisements; they also want reviews from real people. That’s exactly what social media provides to consumers: real-person try-ons, wear tests, trends, and everything in between, all demonstrated on different skin tones.” Social media has allowed beauty influencers to showcase products on various skin tones, encouraging inclusivity and authenticity in a way that traditional media never could. As Sarosh notes, trends spread quickly on social media. One example of this is the rise of the “blush blindness” trend, where the use of blush has become increasingly popular. “There was once a time when we hated having any color on our cheeks,” Sarosh explains, “but now, girls are completely obsessed with blush, and ‘blush blindness’ has gone viral.” Trends like these demonstrate how social media can amplify niche interests and create viral sensations that impact product development. Brands are quick to pick up on these trends, launching new products to meet the growing demand. In 2024, social media has become the primary channel for beauty trend amplification, allowing trends to emerge, evolve, and spread faster than ever. The role of AI and technology in beauty marketing In addition to influencers and user-generated content, technology—especially artificial intelligence (AI)—is playing an increasingly important role in the beauty industry’s digital transformation. Dr. Sagar Gujjar , MD Dermatologist and Founder of Skinwood, explains that social media has become a virtual classroom where skincare routines and ingredients are explained in detail. “Social media platforms are no longer just communication channels but have become virtual classrooms where dermatologists and AI-powered diagnostics explain ingredients and educate consumers about the benefits of minimalist, results-oriented routines,” he says. AI has also revolutionized the beauty industry by allowing brands to offer personalized skincare recommendations based on consumers’ unique needs. Tools like virtual try-ons, where consumers can see how makeup or skincare products would look on their skin, have become increasingly popular. These AI-powered tools are not only enhancing the shopping experience but also enabling consumers to make more informed decisions about the products they purchase. How 2024 beauty trends celebrated diversity and inclusivity The rise of personalized skincare for brides and grooms Additionally, AI tools can help brands track trends, analyze consumer behavior, and optimize marketing strategies in real-time. This data-driven approach allows beauty brands to tailor their content and offerings to meet the evolving needs of their audience, creating more personalized experiences for consumers. The mental health and wellness connection The relationship between beauty and mental health has also been amplified through social media. Platforms like Instagram have become spaces where conversations around self-care, wellness, and mental health are front and center. Many beauty brands are aligning themselves with these movements, promoting the philosophy that beauty should be about feeling good as much as looking good. Social Media Addiction Costs Mumbai Influencer: Aanvi Kamdar Falls To Death At Kumbhe Waterfall Malvika Jain, Founder of SEREKO, notes that social media has played a significant role in spreading awareness about holistic wellness and mental health. “Social media has also played a significant role in spreading awareness about mental health, encouraging conversations around holistic wellness & self-care,” she says. This shift in focus has helped create a more positive and inclusive narrative around beauty, one that values mental well-being as much as physical appearance. As mental health continues to be a major conversation in the beauty industry, brands are increasingly using social media to promote messages of self-love, body positivity, and mental wellness. These conversations have not only shaped how beauty is defined but have also led to a more responsible approach to marketing, with brands being held accountable for the way they represent beauty standards. The road ahead: Sustainability and inclusivity One of the most significant trends in the beauty industry in 2024 is a growing focus on sustainability and ethical practices. Social media has given consumers a platform to voice their concerns about environmental issues, and beauty brands have responded by incorporating more sustainable practices into their production processes. From cruelty-free products to eco-friendly packaging, the demand for sustainable beauty is stronger than ever. Shriram Balasubramanian , Director at Zuventus Healthcare Ltd, notes that social media has driven a shift towards sustainability in the beauty industry. “Social media platforms have evolved to become virtual storefronts for building brand reputation. The content creators in this space have amplified audience reach and engagements offering relatable, diverse perspectives, driving consumer purchase decisions that are informed.” The transparency afforded by social media has forced brands to be more accountable for their sustainability practices, and this trend is only expected to grow in the coming years. The influence of social media on the beauty industry in 2024 is undeniable. Platforms like Instagram and YouTube have become essential tools for beauty brands, allowing them to connect with consumers in new and innovative ways. From influencer marketing and live shopping events to AI-powered skincare consultations and sustainability-focused campaigns, social media has completely transformed how beauty products are marketed and consumed. As the industry continues to evolve, social media will remain a powerful engine for trend amplification, community engagement, and authentic brand-building. The future of beauty is digital, interactive, and driven by the collective power of consumers and content creators alike.Aaron Rheaume column: Last-minute tax planning ideas to save before year's endRepublicans lash out at Democrats' claims that Trump intelligence pick Gabbard is 'compromised'BOSTON (AP) — Jaylen Brown scored the Celtics’ first 15 points on five consecutive 3-pointers and finished with 29 points, before Boston withstood a late charge to beat the Minnesota Timberwolves 107-105 on Sunday. Jayson Tatum added 26 points and eight rebounds to help Boston post a season-high fifth straight victory. Anthony Edwards had 28 points and nine rebounds for Minnesota, which has lost five of its last seven. Julius Randle added 23 points, and Rudy Gobert finished with 10 points and 20 rebounds, his eighth double-double of the season. Minnesota got within 55-54 early in the third quarter, before a 14-0 run by Boston. The spurt featured four 3s by the Celtics, including two by Tatum. The lead grew to 79-60 with 4:26 to play in the period. But the Timberwolves chipped it all the way down in the fourth, getting within 107-105 with 34 seconds left on a driving layup by Randle. Timberwolves: Minnesota will be looking to for some wins at home, after dropping four of its last five on the road. Celtics: The Celtics have struggled at home at times this season but improved to 6-2 at the Garden. The Timberwolves had the ball with 7.1 seconds and a chance to win. Edwards got the inbounds and tried to drive on Brown. But he was cut off, and the ball swung to Naz Reid, who failed to get off a 3 as time expired. Boston assisted on 25 of its 37 made field goals. The Timberwolves host Houston in NBA Cup play on Tuesday, beginning a four-game homestand. The Celtics host the Los Angeles Clippers on Monday night. AP NBA: https://apnews.com/hub/nbabet master 。

FOXBOROUGH, Mass. (AP) — Drake Maye received a nice ovation from the Gillette Stadium crowd when he returned to Saturday’s game after it appeared the New England Patriots had lost their rookie quarterback to another head injury. By the fourth quarter, those fans who chose to stick around until the end of a to the Los Angeles Chargers chose to voice their displeasure in a season in which very little has gone right for the former NFL powerhouse. Chants of “Fire Mayo!” reverberated throughout the stadium, which was a quarter full by game’s end. “You hear those things. At the same time, they paid to sit in the seats, and we’ve got to play better. If we play better, we don’t have to hear that stuff,” head coach Jerod Mayo said after the Patriots dropped their sixth straight game. Instead of building off last week’s strong effort at Buffalo, New England took another series of steps backward in the season’s penultimate game. With another game against the Bills on tap next weekend, questions concerning the future of Mayo and several assistant coaches – mostly notably offensive coordinator Alex Van Pelt and defensive coordinator DeMarcus Covington – figure to intensify. “I’m always under pressure and it’s been that way for a very long time, not just when I became the head coach of the Patriots. I’m okay. Look, I always do what’s best for the team,” Mayo said. “I have full confidence in the staff. I have full confidence in the players in (the locker room). I think again, it just comes down to being consistent across the board.” Remember, the Patriots parted ways with six-time Super Bowl winner Bill Belichick following last year’s dismal 4-13 record. The coaching change didn’t produce the desired upward swing, with New England staring at the possibility of producing fewer wins in Mayo’s first season. “I’m just tired of losing. I’m trying to be in the playoffs and have a winning season,” said second-year receiver DeMario Douglas, who connected with Maye for New England’s lone touchdown. The most important asset in the Patriots’ rebuilding efforts, Maye was questionable to return with a head injury after taking a blow to the helmet in the first quarter. The No. 3 overall pick from this spring’s NFL draft scrambled near the sideline on third down of the Patriots’ first possession when he was hit by Chargers cornerback Cam Hart. Maye stayed down on the turf for several seconds before eventually getting up and jogging off the field. He briefly sat on the bench before going to the medical tent for evaluation. He was replaced by backup Jacoby Brissett, but for only one series that ended with a three-and-out. After further evaluation in the locker room, Maye returned to the game for the Patriots’ third series at the 10:15 mark of the second quarter. The 22-year-old was knocked out of the Patriots’ Week 8 win over the New York Jets after he suffered a blow to the back of his head. “Just kind of got my bell rung on the first drive. I feel good, I still feel good, and then I was good to go,” Maye said afterward. To his teammates, it wasn't a shock to see Maye re-enter the game after taking a blow to the head. On his first play back under center, Maye took off for a 9-yard run and drew an unnecessary roughness penalty. “He didn’t have to come back, but he did. That gave everyone a lot of confidence,” Patriots wide receiver Kayshon Boutte said. Maye set a Patriots rookie franchise record for touchdown passes in consecutive games (eight) when he connected with Douglas on a play on which the Chargers called for defensive offsides. He also turned the ball over for the eighth straight game – a fumble on a pitch attempt to Douglas that Los Angeles turned into points to make it 17-0 in the second quarter. “I’ve got to give him a better ball to catch. That falls back on me,” Maye said. It appears the Patriots dodged a bullet with respect to Maye and his health. Now, the focus shifts back to Mayo and what his 2025 status. “I think the biggest thing was you don’t see those guys quitting. I think the score may not tell that today, but I feel like the guys are still wanting to win. We’re still leaving it out there every week, and I think that was kind of my message to the team,” Maye said. AP NFL:

Nick Kyrgios says positive tests for duo are ‘disgusting’ and ‘a horrible look’FORT LAUDERDALE, Fla. (AP) — Republican senators pushed back on Sunday against criticism from Democrats that Tulsi Gabbard , Donald Trump's pick to lead U.S. intelligence services , is “compromised” by her comments supportive of Russia and secret meetings , as a congresswoman, with Syria’s president, a close ally of the Kremlin and Iran. Sen. Tammy Duckworth, D-Illinois, a veteran of combat missions in Iraq, said she had concerns about Tulsi Gabbard, Trump's choice to be director of national intelligence . “I think she’s compromised," Duckworth said on CNN’s “State of the Union," citing Gabbard's 2017 trip to Syria, where she held talks with Syrian President Bashar Assad. Gabbard was a Democratic House member from Hawaii at the time. “The U.S. intelligence community has identified her as having troubling relationships with America’s foes. And so my worry is that she couldn’t pass a background check,” Duckworth said. Gabbard, who said last month she is joining the Republican party, has served in the Army National Guard for more than two decades. She was deployed to Iraq and Kuwait and, according to the Hawaii National Guard, received a Combat Medical Badge in 2005 for “participation in combat operations under enemy hostile fire in support of Operation Iraqi Freedom III." Duckworth's comments drew immediate backlash from Republicans. “For her to say ridiculous and outright dangerous words like that is wrong," Sen. Markwayne Mullin, R-Oklahoma, said on CNN, challenging Duckworth to retract her words. “That’s the most dangerous thing she could say — is that a United States lieutenant colonel in the United States Army is compromised and is an asset of Russia.” In recent days, other Democrats have accused Gabbard without evidence of being a “Russian asset.” Sen. Elizabeth Warren, a Massachusetts Democrat, has claimed, without offering details, that Gabbard is in Russian President Vladimir “Putin’s pocket.” Mullin and others say the criticism from Democrats is rooted in the fact that Gabbard left their party and has become a Trump ally. Democrats say they worry that Gabbard's selection as national intelligence chief endangers ties with allies and gives Russia a win. Rep. Adam Schiff, a California Democrat just elected to the Senate, said he would not describe Gabbard as a Russian asset, but said she had “very questionable judgment.” “The problem is if our foreign allies don’t trust the head of our intelligence agencies, they’ll stop sharing information with us,” Schiff said on NBC's “Meet the Press.” Gabbard in 2022 endorsed one of Russia’s justifications for invading Ukraine : the existence of dozens of U.S.-funded biolabs working on some of the world’s nastiest pathogens. The labs are part of an international effort to control outbreaks and stop bioweapons, but Moscow claimed Ukraine was using them to create deadly bioweapons. Gabbard said she just voiced concerns about protecting the labs. Sen. Eric Schmitt, R-Missouri, said he thought it was “totally ridiculous” that Gabbard was being cast as a Russian asset for having different political views. “It’s insulting. It’s a slur, quite frankly. There’s no evidence that she’s a asset of another country,” he said on NBC. Sen. James Lankford, another Oklahoma Republican, acknowledged having “lots of questions” for Gabbard as the Senate considers her nomination to lead the intelligence services. Lankford said on NBC that he wants to ask Gabbard about her meeting with Assad and some of her past comments about Russia. “We want to know what the purpose was and what the direction for that was. As a member of Congress, we want to get a chance to talk about past comments that she’s made and get them into full context,” Lankford said.

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