Beauty ideals, consumer choices, and their impact on adolescent self-esteem and psychological well-being

Adolescence is a pivotal stage for identity development, and this study examines the impact of skincare products on late adolescents’ psychological well-being and self-esteem. A cross-sectional study was conducted with 208 late adolescents from an educational institution, representing a diverse cultural background. Participants were selected using simple random sampling, and a concurrent triangulation design was employed to integrate quantitative and qualitative approaches. Quantitative data were collected via psychometric questionnaires and analysed using one-way ANOVA and chi-square tests, while qualitative insights were obtained through semi-structured interviews and examined through thematic analysis. Findings indicate that marketing strategies, particularly advertisements and influencer endorsements, significantly influence adolescents’ skincare choices and self-perceptions. Independent decision-making and moderate spending were associated with higher psychological well-being, whereas exposure to idealised media sometimes correlated with lower self-esteem. Gender influenced product preferences and motivations, highlighting the importance of media literacy, self-awareness, and balanced self-care practices.