Based on the continuous development of marketing in the field of beauty and cosmetics, the recommendation form of beauty opinion leaders has become prevalent on social platforms. Beauty is one of the most representative industries, where women are the primary consumers, and their emerging consumption personalities are also prominent. This study proposes an investigation into how the suggestions of beauty opinion leaders have influenced the consumption psychology of female consumers. The focus of this article’s study is a phenomenon occurring on social platforms, employing a questionnaire survey method. Its research is more aligned with the social reality of internet users.
