If you’ve caught yourself scrutinizing your face as it stares back at you on Zoom, you’re not alone. The ‘Zoom effect’ and its accompanying appearance anxiety has led to a rise in plastic surgery and cosmetic treatment inquiries as Americans seek to feel more confident in their own skin.

Lockdown measures have led people to rethink their self-care routines, causing many to adopt DIY treatments. How might this switch to at-home alternatives promote the acceptance of bodily quirks that have long been considered shameful? And how can brands help combat lingering beauty taboos?

Cosmetic surgery is entering a new era as people seek to take greater ownership of their bodies. Fuelled by the openness of celebrities regarding their own treatments, they’re researching both invasive and non-invasive procedures that can augment their aesthetics to be social media-ready.

The Advertising Standards Authority has issued a ruling that beauty influencers need to disclose when they’ve used a filter to promote products. With people wary of unrealistic beauty ideals, they’re looking for more transparency and accountability across social media.