The research is important because it connects everyday student behavior with broader issues such as digital influence, mental health, and school discipline. It shows that even in regulated school environments, social media-driven pressures continue to shape how students present themselves.
Rising Cosmetic Trends Among Teenagers
Indonesia’s cosmetics industry has seen rapid growth in recent years, with teenagers playing a major role in expanding the market. This trend is not limited to large cities but is also visible in smaller regions such as Binjai, North Sumatra.
A preliminary survey conducted by the researchers in 2024 found that around 70% of female students at SMA Negeri 5 Binjai regularly used makeup before going to school, despite school rules restricting excessive cosmetic use.
Students reported using cosmetics to appear more attractive, confident, and refreshed. Peer influence and exposure to beauty content on platforms like Instagram and TikTok were also identified as key drivers.
Simple Method, Clear Insights
The study used a quantitative research design involving 184 female students selected through purposive sampling. Data was collected using structured questionnaires that measured:
- Social factors (peer and family influence)
- Social media usage
- Fear of Missing Out (FOMO) levels
- Cosmetic use behavior
The researchers analyzed the data using Structural Equation Modeling (SEM), allowing them to examine both direct and indirect relationships between variables.
Key Findings: Social Media Leads, FOMO Amplifies
The results show a clear pattern of influence:
- Social media directly increases cosmetic use among students
- Social media also increases FOMO, which further drives cosmetic use
- Social factors directly influence cosmetic use
- Social factors do not significantly trigger FOMO
- FOMO acts as a key mediator between social media and cosmetic behavior
This means that while peer influence matters, digital exposure plays a stronger role in shaping behavior.
FOMO: A Psychological Trigger
Fear of Missing Out emerges as a central factor in the study. Students who frequently engage with social media content—especially beauty trends, influencer posts, and peer updates—are more likely to feel anxious about being left behind.
This anxiety pushes them to adopt similar behaviors, including using cosmetics, to stay socially relevant.
According to the researchers from Universitas Sumatera Utara, FOMO is less about direct social pressure and more about symbolic pressure created by digital environments.
Beyond Appearance: Identity and Social Validation
The study shows that cosmetic use among teenagers is closely tied to identity formation and social acceptance. Social media acts as a stage where students continuously evaluate themselves against others.
In this context, cosmetics become tools for:
- Enhancing self-image
- Gaining peer approval
- Keeping up with trends
- Maintaining social visibility
An ethical paraphrase from the authors highlights this perspective: Salinem and colleagues from Universitas Sumatera Utara explain that cosmetic use among adolescents reflects complex psychosocial dynamics, where digital exposure, self-presentation, and social comparison interact to shape behavior.
Implications for Schools, Parents, and Policymakers
The findings have important real-world implications:
A Digital Reality Shaping Youth Behavior
The research reinforces the idea that modern adolescent behavior cannot be separated from digital influence. Social media platforms continuously produce standards of beauty and lifestyle that shape how young people think, feel, and act.
Cosmetic use, in this context, is no longer just about appearance—it is about belonging, identity, and staying connected in a fast-moving digital world.
Author Profiles
- Salinem – Researcher at Universitas Sumatera Utara, specializing in sociology and adolescent behavior
- Badaruddin – Lecturer at Universitas Sumatera Utara, expert in social development and communication studies
- Sismudjito – Academic at Universitas Sumatera Utara, focusing on social and cultural dynamics
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