Beauty, Risk, and Credibility: Analysis of Social Media Responses to Uncertified Whitening and Hair Care Products

This study was carried out to learn how viewers respond to whitening and hair care products promoted in the social media uncertified. It focused on four key dimensions i.e. beauty appeal, risk perception, behavioral intention and credibility as well as to acquire knowledge on the impact of different platforms (YouTube and Instagram) on the audience engagement. The study was a qualitative research design. The data were collected based on 1,168 comments left by the audience on the promotional content on YouTube (12 videos) and Instagram (100 posts) in 2024-25. The emerging patterns and themes were discovered through the thematic analysis. The results showed that the whitening creams were receiving positive beauty ratings during demonstrations and worldwide alleged claims and were as well causing concern when it came to burns on skin and allergies. Sarcasm was common in relation to hair oils and shampoos as a response to skepticism about their effectiveness. The behavioral intention was ambivalent, as there were users who were interested in enquiring about prices and delivery, but this did not imply that they acted on the product, and some rejected the product after a bad experience. The most vulnerable dimension was credibility, since it was not credible due to repetitive fake comments, copied content, and unreliable sellers. Instagram created more awareness, although YouTube was the channel where more people discussed it. The research also finds that uncertified cosmetic products on social media both attract and inspire distrust. In contrast to the temporary interest generated by influencers, credibility issues and risk awareness restrict the acceptance of consumers in the long term. Cultivation Theory, the Health Belief Model, and Source Credibility Theory support the findings and explain how beauty ideals are developed, risks affect avoidance, and credibility predicts persuasion.