Awareness and Perception of Influencer Credibility on Beauty and Skin Care Products

2025-07-15

This study explores the awareness, perception, and influence of beauty and skincare influencers on consumer behavior among females in Kathmandu Valley, Nepal. Conducted through a quantitative survey using Computer Aided Personal Interviewing (CAPI), the research engaged 400 female respondents aged 18–45 years who follow beauty and skincare content online. It provides insights into how influencer credibility, brand alignment, and social media engagement shape consumer trust and purchasing behavior.

Findings show that the beauty and skincare influencer market in Kathmandu Valley demonstrates strong credibility across key dimensions. Respondents rated influencers highly for attractiveness (96%), trustworthiness (94%), reliability (92%), and knowledge (80%), indicating a strong balance of appeal and authenticity. Sunscreen, moisturizer, cleanser/facewash, and serum were the most recalled products, reflecting growing awareness of daily skincare routines. Among respondents who recalled influencer promotions, 74% considered buying the featured products, 90% made a purchase, and 67% repurchased, showing strong influence and satisfaction. Similarly, 69% believed brands chose the right influencers, mainly for their popularity and content quality, while 68% felt influencers collaborated with the right brands due to their reputation and product effectiveness. Despite high credibility, 51% of respondents cross-verified influencer claims through social media discussions before purchasing, showing a digitally aware and cautious audience. Social media remains the dominant source of beauty information, with 98% relying on it, Instagram (91%), TikTok (69%), and YouTube (69%) being the top platforms.

Overall, Nepali beauty influencers play a crucial role in shaping consumer awareness, trust, and purchase behavior. Their credibility and authentic brand collaborations drive engagement and loyalty, though transparency and honest communication remain essential for sustaining long-term consumer trust.

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