“How to be the most attractive girl in the room.” “Glow up in 30 days.” “Do this filler treatment for the perfect face.” Like it or not, beauty trends move at lightning speed. One moment, the BBL look is in; the next, it’s all about being “supermodel thin.” Then comes the “baddie aesthetic,” only to be replaced by the reign of the “clean girl aesthetic,” and just when you think you’ve caught up, the trend cycle flips again. Flooding our feeds daily, these trends convince us that we must be constantly evolving to keep up. Yet, in the pursuit of staying on trend, many are losing the most valuable thing of all, individuality.

The social media experiment: beauty trends at lightning speed

Beauty standards for women have always existed, but never at such an overwhelming pace. Social media apps like Instagram and TikTok have transformed the world of beauty into a rapid, never-ending conveyor belt of trends—where a single viral photo or video can almost immediately reshape an entire generation’s perception of what’s “in” and what’s “out.”

In 2023, the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) found that 75% of plastic surgeons reported patients seeking procedures directly influenced by social media. It’s no longer just about makeup and fashion trends; women are altering their faces and bodies to match an aesthetic that will most likely be irrelevant in a few years.

This endless cycle of beauty trends is the exact reason why plastic surgery and the aesthetics industry continue to thrive, fuelled by women’s self-esteem and the constant pursuit of an ever-evolving ideal. There’s nothing inherently wrong with wanting to enhance certain features, and for some, cosmetic procedures can genuinely boost confidence. A mother dealing with insecurity over postpartum changes may feel more comfortable in her body after a breast lift, just as someone struggling with a medical condition that makes weight loss difficult might see liposuction as a step toward a healthier lifestyle. But the real concern arises when women undergo procedures not for themselves, but as a way to simply keep up with the latest trend craze.

Reality star Chloe Ferry from Geordie Shore recently opened up about her plastic surgery journey in a raw interview with Paul Brunson. Now, having completely removed her BBL, she admitted that despite previously altering her body to match what was deemed as “sexy” at the time, she remained unhappy and insecure. This is the main problem with basing confidence solely on external changes, as confidence will always be an inside job.

Many fail to comprehend that undergoing surgical enhancements will not magically heal deep insecurity if the root cause of self-doubt remains untouched. Aesthetic enhancements may bring a temporary boost of confidence, but true self-worth can’t be built in a clinic; it’s built from within.

The era of comparison and warped self-perception

This is the first generation to be overly exposed to unrealistic beauty ideals, consequently leaving a deep effect on the self-esteem of individuals. All it takes is a few clicks until you're doom scrolling through hundreds of flawless faces and bodies, each seemingly without a single imperfection, leading to a toxic cycle of comparison.

A 2022 Dove Self-Esteem project report found that 80% of girls had edited their appearance using FaceTune or a filter by the age of 13. As a result of this, many grow up without fully appreciating their natural features, instead becoming reliant on digital alterations to feel “pretty” enough to post. This constant pressure to “fix” perceived flaws has significantly contributed to the increase in depression, body dysmorphia, and anxiety amongst young people.

The truth is, social media is nothing more than a highlight reel, perfect lighting, flawless angles, and often a heavily distorted version of reality. That influencer with the aesthetically pleasing beach photo you’ve been obsessed with? She probably took hundreds of shots before choosing the best one, then edited her body, smoothed her skin, and brightened the bad lighting before posting. But even if she didn’t, even if she’s naturally photogenic, you still don’t know her life situation beyond the frame, how she feels, what she’s been through, or who she is at her core. So why even bother comparing yourself to a stranger's curated moment? Instead, focus your energy on becoming the best version of yourself. Don’t let filtered illusions fuel an endless cycle of self-dissatisfaction.

Where did individuality go?

Rewind to the 90s and early 2000s, a time when beauty had nothing to do with looking identical; songs like Pharrell’s Beautiful and 50 Cent’s P.I.M.P. dominated TV screens internationally, featuring video vixens with natural bodies and unique beauty. Hollywood icons, supermodels, and music video stars each had their own distinctive look; think Naomi Campbell’s elegance, Aaliyah’s effortlessly cool, Kate Moss’s edgy London charm, and Pamela Anderson’s bombshell aura. None of these women dressed alike, looked alike, or followed a copy-and-paste formula of beauty, yet all were considered beautiful.

Fast forward to the present day, and social media has given birth to the “Instagram face,” a look featuring high cheekbones, fox eyes, injected lips, and a slim nose. A trend has taken off so much that the British Association of Aesthetic Plastic Surgeons reports a 20% increase in surgeries designed to achieve the “perfect social media” face.

The irony of it all is that individuality is now only celebrated once it becomes a trend. A woman with freckles or a gap tooth might be overlooked until a celebrity or an influencer makes it fashionable, at which point it is deemed acceptable and suddenly becomes the new hype. The reality is, that real beauty lies in embracing what makes you different, not chasing the latest viral look.

PrettyLittleThing’s rebrand: an example of superficial change

This obsession with aesthetics over substance isn’t just a problem amongst individuals; it’s happening with brands too. Online store PrettyLittleThing recently rebranded to match the current “in’ trend—the “clean girl aesthetic,” shifting away from its previous “baddie” style. Inevitably, the change sparked much debate on TikTok and X (formerly Twitter), with some praising the shift as a reflection of their style, while others accused PLT of merely following trends rather than focusing on meaningful improvements.

Many pointed out that while PLT is quick to ‘correct’ its exterior, the company still faces major problems. From poor clothing quality to worker exploitation and bad customer service. Instead of fixing the core of their brand, ethical practices, fair wages, and sustainable fashion, they chose to prioritize altering the brand's look.

Isn’t this comparable to what so many women are doing? Getting BBLs, lip fillers, and the latest beauty enhancements yet still feeling unfulfilled inside? There is no amount of aesthetic change that can fix insecurity, low self-esteem, or an unhealed soul. When it is all said and done, a person’s character and energy define them more than their appearance ever could.

Trends are temporary

With every beauty trend comes an expiry date. We’re already watching the BBL era fade, with many celebrities and influencers reversing their surgeries. Individual lash extensions were once a must-have; now the ‘natural lash look’ is trending. Love Island star Molly Mae dissolved her face fillers, and suddenly so did everyone else. Just as quickly as social media tells us to buy into an aesthetic, it tells us to change again. The global beauty industry is now worth an astounding £571 billion, with 60% of beauty purchases being directly influenced by social media apps. Trends will come and go; if we constantly chase them, we risk losing ourselves in the process.

True beauty is an energy, not a look

The most beautiful people in the world aren’t the ones who blindly follow viral trends; they are the ones who are unapologetically themselves and comfortable in their skin. When you meet someone for the first time and think to yourself, “Wow, they have such an amazing aura,” it’s not just about physical features; it’s about the way they carry themselves, the confidence they exude, their personality, and the way they own their space.

It was found in a Harvard Business Review study that women who project confidence are 40% more likely to be perceived as charismatic and attractive, regardless of their physical appearance. Proof that beauty has never been about fitting a mold; it’s about the energy you radiate to the world. A woman can have what’s deemed as the ‘perfect body,’ the fullest lips, and the trendiest style, but if she is still insecure and chasing the next big look, she will never exude authentic beauty. In the meantime, someone comfortable in their own skin and carries themselves with a fierce authenticity will always turn heads.

De-influencing beauty consumerism

It’s time to stop asking, “How can I look like her?” and ask, “How can I be the best version of myself?” Do what you love, even if it makes you different. Don’t buy into trends just because TikTok says it’s “in” this month. The old money beauty, clean girl aesthetic, and baddie trend all come and go; authenticity is the only thing that remains timeless.

In a Psychology Today study it was found that people who focus on self-acceptance report a 30% higher life satisfaction rate than those who chase external validation. Why? Because self-love can’t be bought. Fillers and BBLs might bring temporary happiness, but if your soul isn’t at peace, no trend will ever be enough for you. The real 2025 glow-up? Less ego, more soul.

Beauty standards have become a game of enhancements, trends, and filters, but you don’t have to play. The ultimate flex isn’t looking like a carbon copy of everyone else; it’s standing out by being unapologetically you, a trend that will never go out of fashion.