Reddit saw the theme of ‘precision beauty’ grow in popularity across the communities on its site during 2024.
Data from the social media platform’s Insights team found that this was based on consumers wanting to embrace “hyper-specific beauty solutions”.
This includes a focus on personalised tips and products tailored to particular individual features.
The groups which have seen the most growth include r/noses, which saw a 338% increase in screenviews between October 2023 to September 2024.
The r/hoodedeyes community, meanwhile, saw a 376% increase in views, while r/eyebrows grew by 163% during the period.
Engagement on the r/unconventionalmakeup page was also up 195%.
These groups have gained more attention due to people's desire for affirmation and peer support, Anastasia Kārkliņa Gabriel, Senior Global Insights Lead at Reddit, told Cosmetics Business.
“While the meaning of conventional and unconventional beauty is changing, beauty standards still exert a powerful influence on self-image and societal expectations,” said Kārkliņa Gabriel.
“More consumers grapple with unrealistic beauty standards and seek a healthy balance between their interest in beautification practices and a desire for self-acceptance.”
On the r/noses page, for example, Redditors post their pictures and ask the community for their opinion on whether they should alter their nose, including surgical options.
In response, Reddit has seen commenters in these communities “affirm natural beauty”, instead suggesting feature-specific beauty advice such as specific haircuts or make-up.
“Communities like r/hoodedeyes and r/noses reflect a demand for micro-targeting in beauty, where advice goes beyond generic routines to cater to unique physical traits,” Reddit’s Insights team stated.
“By micro-targeting specific physical traits, consumers are crafting personalised expressions that feel authentic, rather than striving to fit into outdated, generalised ideals.”
However, the interest in hyper-specificity within beauty also reflects a “broader consumer desire for a mix of personalisation and practicality”.
“Before, beauty in our culture was often framed as aspirational, promoting ideals that often felt distant and hard to attain,” added Kārkliņa Gabriel.
“Now, consumers are seeking solutions that are relevant, applicable, and accessible to their actual everyday needs.”
The beauty industry, including its major retailers and brands, has begun to catch up and respond to these new consumer needs, according to Reddit.
Sephora categorises beauty products on its website specifically for hooded eyes or monolids.
e.l.f. Cosmetics has also made resources available for customers who want to learn the best strategies for hooded eyes or blue, green or hazel eyes.
Community-endorsed recommendations of specific beauty products that address these feature-specific problems have also emerged in 2024.
Products like Urban Decay's eye primer are being lauded by Redditors as a “game-changer” for preventing smudging and creasing on hooded eyes.
It comes as maximalist eye make-up has been billed to be a top-trending make-up look for 2025.
Reddit predicts that the movement toward hyper-specific solutions could see more major beauty brands following suit.
Gen Z is 49% more likely to buy from brands with inclusive ranges of products even if they typically shop within the ‘standard’ product. range, data from GlobalWorldIndex found.
“Consumers, particularly those who are younger, increasingly seek out brands that acknowledge, represent, and cater to a wide range of unique needs that have previously been overlooked in the beauty industry,” said Kārkliņa Gabriel.