In today’s saturated skincare and beauty market, with so many influencers telling you what to buy, it’s understandable one can get a little confused about which skin product is best. Consumers are bombarded with information on skincare products that promise miraculous results. This raises an important question. How can you work out which products are genuinely effective? Well, I believe influencers have a pivotal role to play in keeping information authentic.
The evolution of influencers in skincare
In 2024, influencers have evolved into trusted voices, not because they have the most followers, but because they share their own experiences. According to Influencer Marketing Hub, there are considerably fewer beauty influencers on TikTok than on Instagram or YouTube.
However, the TikTok influencers have the highest average follower numbers with around double that of those on Instagram and Youtube.
Whether it’s battling breakouts or navigating a complicated skincare routine, these influencers provide insights that feel personal, not salesy. And let’s face it, when it comes to skincare, we don’t just want to know what works in general.
We want to know what works for real people!
Why authenticity matters by building trust through honesty
Nowadays, authenticity reigns supreme. Consumers are tired of the same old marketing story and crave real stories that resonate with their own experiences. Influencers who share their struggles and triumphs create a sense of community, inviting followers to join them on their skincare adventures. This year was all about building trust through honesty.
The true power of influencers in 2024 isn’t in the number of products they can showcase—it’s in the trust they build by sharing their personal experiences.
Consumers are drawn to these stories because they feel authentic. And in an age where anyone can slap a #sponsored tag on a post, authenticity is everything.
The most popular products of 2024
After working with several skincare influencers, I share some of the most popular products this year:
1. LA ROCHE-POSAY Anthelios UVMUNE 400 SPF50+
The Anthelios UVMUNE 400 Invisible Fluid SPF50+ contains MEXORYL 400, the most efficient UV filter against the most insidious UV rays. It is known to offer the ultimate protection against UVB, UVA and ULTRA LONG UVA, and protects against deep cell damage.
This product has been tested on sensitive, reactive, and intolerant skin. It is suitable for all skin types and phototypes, ultra-resistant to water and sand, and offers high tolerance. It is anti-eye stinging, has an invisible, lightweight texture, and contains no perfume.
2. LEVIVE African Gold
African Gold is an ultra-nourishing oil elixir developed with sustainably-sourced African oils like Baobab and Mongongo that replenish valuable fatty acids.
It’s been synergized with bakuchiol – a gentle, pregnancy-safe retinol-alternative that can be used day and night – along with peptides that stimulate collagen production that turn back the clock by re-energizing, restoring and rejuvenating the skin.
3. SKIN FUNCTIONAL Hydration Juice
SKIN FUNCTIONAL Hydration Juice is a hydration boost that replenishes skin’s moisture content, for a plump, supple and noticeably smoother appearance. The high concentration of the Hyaluronic Acid and Polyglutamic Acid blend is an ideal water attracting duo to maximize skin hydration levels.
Let’s be honest
When influencers take the time to understand a product, experience it firsthand, and then share their honest feedback, the relationship with their audience feels much more genuine.
This isn’t about a one-time sales pitch—it’s about creating conversations that matter.
End note
The next time you’re scrolling through your feed and see an influencer talking about their skincare routine, they’re not just pushing products—they’re helping you navigate your own skincare journey, one honest conversation at a time.
About the author
Dr.Alek Nikolic is the founder of Skinmiles. He is a renowned aesthetic medical practitioner and has a passion for skincare regimes, skincare ingredients, Botox®, and Dermal Fillers. Dr. Nikolic is a regular contributor to Longevity.
He specializes in aesthetic medicine and is at the forefront of the latest developments in his field. Dr. Nikolic is very driven and has lectured extensively and has performed live demonstrations throughout South Africa and internationally including Bangkok, Rome, Paris, London, Monte Carlo, Prague, and Warsaw. In 2016, he was responsible for training doctors throughout China, and held over a five day and six city training schedule.
His focus is on skincare regimes, skincare ingredients and cosmetic dermatology treatments. These include lasers, chemical peels, Botox®, and Dermal Fillers. He has performed over 20 000 procedures to date and as such is responsible for training numerous medical practitioners both in South Africa and internationally. Dr. Alek Nikolic is the appointed Vice President of the Aesthetic and Anti-Ageing Medicine Society of South Africa and in 2015 received an award for his outstanding contribution to Aesthetic Medicine in South Africa.
