The dual impact of social media: evolving beauty perceptions and cosmetic procedure practices among patients and providers.

Social media is gaining popularity in Saudi Arabia, influencing the concept of beauty and cosmetic surgical needs, particularly among younger individuals. This study aimed to understand how social media is changing the face of cosmetic surgery by reflecting new beauty standards. A comprehensive literature review was conducted, focusing on studies published between 2015 and 2024 from databases such as PubMed and Scopus, examining the impact of social media on decisions related to plastic surgery. Our study accessed multiple studies revealing a concerning trend in the influence of social networks, especially on appearance-related decisions. Some persuasive appeals include false images, celebrity endorsements, and the use of pictures before or after the reconstruction of cosmetic surgery. Additionally, marketing strategies employed by plastic surgeons were found to contribute to the rising demand for both surgical and minimally invasive procedures. This article provides a detailed understanding of how social media can influence ideals and trends in cosmetic surgery while also highlighting the psychological impacts of impossible standards of beauty as well as the ethical implications of advertising practices in the industry. It also examines whether the influence of social media primarily serves the financial interests of providers or adds pressure on them to meet patients' heightened expectations. The limitations in prior research highlight the need for studies involving diverse populations and a closer examination of the potential long-term effects of social media on cosmetic surgery trends and perceptions of beauty.