¹Assoc. Prof. Pamir DİRİL, ²Hülya Karaca

¹St. Clements University/Department of Psychology Lecturer/Turkey ORCID ID: 0000-0001-8913-343X

²St. Clements University/Psychology Department Master's Student ORCID ID: 0009-0002-0260-6607

DOI : https://doi.org/10.58806/ijsshmr.2025.v4i10n12

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ABSTRACT

The beauty industry has become a rapidly growing sector that is closely linked to cultural norms in society. This sector offers various products and services to meet aesthetic and appearance expectations and holds significant economic importance in terms of total market size. However, the constant changing of beauty standards and the demand for high standards create serious psychological pressures on individuals. Social norms, particularly influenced by the media and social platforms, have popularised the perception that beauty is not limited to outward appearance but is also associated with personal success and social recognition. This situation causes individuals to experience significant psychological and emotional effects while shaping their self-worth. Furthermore, the beauty industry aims to create an ideal image model in the eyes of consumers by utilising developing technologies and effective marketing strategies, thereby targeting increased sales. This study aims to understand the psychosocial effects of the industry and to develop conscious approaches that will support consumers in making healthy decisions. As the concept of beauty is shaped by different cultural contexts, more research is needed on how the messages and images presented by this industry influence societal norms.

KEYWORDS:

Beauty industry, aesthetics, elegance, economic market, elegance, appearance, marketing strategies, cultural contexts

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VOlUME 04 ISSUE 10 OCTOBER 2025