ABSTRACT : The emergence of social media influencers, or SMIs, as key agents in the marketing process, has dramatically transformed Sri Lanka’s beauty care industry. This conceptual paper, therefore, assesses the roles, strategies, and effectiveness of SMIs against the local market context, grounded on a review of the literature, industry reports, and case studies. It qualitatively explores the value of influencers in personalized marketing, with a focus on their impact on brand perception, consumer trust, and eventual purchasing behavior. Key findings indicate that the influence of SMIs is mainly effective when the audience is properly aligned, the message is authentic, and the content is qualitatively sound and properly transparent about the presence of sponsored content. Notably, audience relevance and cultural relatability are essential, as influencers who resonate with Sri Lanka’s diverse cultural beauty ideals tend to build stronger consumer connections. Authenticity and credibility further enhance influencer effectiveness, as consumers respond positively to transparent endorsements and personal product experiences. However, challenges like market saturation and the need for ethical practices, such as disclosure of paid partnerships, remain pertinent. This study concludes that while SMIs are effective assets in enhancing brand engagement, beauty care brands must prioritize influencer partnerships that align with brand identity, cultural expectations, and ethical marketing standards to sustain consumer trust and loyalty in the evolving digital landscape.

KEYWORDS – social media influencers, beauty care industry, consumer trust, brand perception, audience alignment, ethical marketing practices