Abstract
Objective: To assess the influence of social media on the skincare routine of undergraduate medical students.
Methodology: This descriptive study was conducted at Azra Naheed Medical College, Lahore Pakistan from October 2024 to March 2025. MBBS students from the first to final year were recruited using non-probability convenience sampling. Students currently diagnosed and/or receiving treatment for any chronic dermatologic condition were excluded. Data were collected using a structured questionnaire, comprising demographics and questions regarding skincare practices and social media use. A total of 413 student responses were included in this study. Data were entered and analyzed using SPSS 23.
Results: Mean age of students was 20.8±1.8 years, with 217 (52.5%) being females. The majority of respondents (354, 85.7%) reported spending ≥2 hours daily on social media, 249 (60.3%) agreed that social media increased their skincare knowledge, and 249 (60.3%) were influenced to change or start a skincare routine. Nearly half (191, 46.2%) purchased skincare products based on social media recommendations, while 245 (59.3%) participants believed social media contributes to unrealistic skincare expectations. The most common skin care products purchased through social media were sunscreen (125, 30.2%) and serum (105, 25.3%).
Conclusion: Social media plays a substantial role in shaping skincare awareness, attitudes and purchasing behaviors among medical students. Educational initiatives encouraging critical evaluation of online information and promoting dermatological guidance could help students make informed skincare decisions.

Key words: Undergraduate medical students, MBBS, skin care, social media, dermatology, Pakistan.