Background: Popular social media platforms have a substantial influence on current skincare practices, the use of cosmetics, and the decision to undergo cosmetic procedures.

Objectives: This study attempts to evaluate the perception, attitude, and influence of social media advertisements on the use of cosmetic products as well as deciding whether to undergo aesthetic procedures among Egyptian adult females.

Methods: A cross-sectional study was performed in the interval from March to May 2023 among 384 Egyptian adult females over the age of 16 using an online survey distributed via social media platforms. Data were collected using Arabic-constructed questionnaires.

Results: It was found that 81.5% of survey respondents reported their use of cosmetics. In addition, 37.0% of the female participants underwent cosmetic procedures. In contrast, 43.5% of respondents consider undergoing cosmetic procedures in the future. The most frequent cosmetic procedure was fractional laser (33.1%). Social media advertisements influenced 63.5% of female participants. Additionally, 90.0% of respondents reported following pages of cosmetic advertisements. Pages of dermatologists and cosmetic physicians were the most common pages to be followed by participating females, followed by cosmetic company pages (65.9%, 37.8%). A statistically significant association was detected between social media advertisements as well as the use of cosmetics and undergoing cosmetic procedures among participants (p <0.01). Conclusion: This study demonstrated that social media advertisements significantly influence the use of cosmetics and procedures among Egyptian adult females