In today’s saturated skincare and beauty market, consumers are bombarded with advertisements for skincare products that promise miraculous results. This overwhelming influx of information raises a critical question: how can individuals discern which products are genuinely effective?
According to Dr. Alek Nikolic, an expert in aesthetic medicine, and founder of SkinMiles, influencers have become a refreshing answer to this problem—not by being product pushers, but by offering something far more valuable: real, relatable advice.
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
Nowadays authenticity reigns supreme. Consumers are tired of the same old marketing spiel 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, it 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,” notes Dr Alek. 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 having worked with several skincare influencers, Dr Alek shares some of the most popular products this year:
- 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.
- 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 synergised 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-energising, restoring and rejuvenating the skin.
- SKIN FUNCTIONAL Hydration Juice: This 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 maximise skin hydration levels.
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.
As Dr Alek concludes, “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.“
NOTES TO EDITOR:
Dr Alek Nikolic is a renowned specialist in aesthetic medicine and is at the forefront of the latest developments in his field. With a focus on skin care, skin ingredients and cosmetic dermatology treatments such as lasers, chemical peels, Botox, and Dermal Fillers, he has performed over 20,000 procedures to date. He is responsible for training many medical practitioners both locally and internationally.
After receiving his MBBCh from the University of the Witwatersrand (1992), he went on to do an MBA at the University of Cape Town (2000). With over 24 years in private practice, he has lectured and performed live demonstrations across the globe, including Bangkok, Rome, Paris, Monte Carlo, Prague, and Warsaw.
Some of his achievements include:
- Owner of Aesthetic Facial Enhancement
- Owner of online skincare store, SkinMiles.com.
- Owner and formulator of Skin Ingredients (sk.in): https://skiningredients.com/
- Founding member of the South African Allergan Medical Aesthetic Academy
- Advisor to Allergan Local Country Mentor in Facial Aesthetics
- EXCO Member of the Aesthetic and Anti-Aging Medicine Society of South Africa(AAMSSA)
- Associate American Society of Laser Medicine and Surgery (ASLMS) member.
