Instagram, particularly through its Reels feature, is exerting significant influence on beauty purchases in India, according to a Meta study. Out of 10 consumers surveyed, nine reported that Meta’s Facebook and Instagram lead beauty product searches. Instagram Reels stands out as the primary platform for product discovery, with 47% of consumers citing it. The study, which includes data on both beauty and fashion purchases, highlights the growing impact of social media on consumer behavior in India. The findings also underscore the role of influencers, with Indians relying on local creators for authentic information and reviews.