Week 2 blog - Deinfluencing: Is the end nigh for beauty influencers?

Week 2 blog - Deinfluencing: Is the end nigh for beauty influencers?

Deinfluencing: Is the end nigh for beauty influencers? | Dazed

The article discusses how beauty influencers, who used to be the authoritative voices promoting must-have products and perfect tutorials, are now focusing their cameras and algorithms on what not to buy. This is now called “deinfluencing”. This appears to be a new change.

This article begins with a clear explanation of the trend. Instead of showcasing highlighters and new palettes, some creators are now filming videos where they say “don’t buy this” or “skip that”. During the cost-of-living crisis, many consumers are growing tired of seeing influencers promote products that exceed the cost of basic necessities. The article suggests that the root of deinfluencing lies in a mix of consumer pushback and influencer fatigue. People are tired of being told what they must own, and influencers are tired of being treated like walking billboards.

A key point that the article talks about is what’s known as “MascaraGate.” A popular TikTok beauty influencer reviewed a mascara in a sponsored post, only to be accused of wearing false eyelashes while saying the effect came from the product itself. This was seen as a symbol of a bigger trust crisis. When consumers believe influencers aren’t being honest, the base of “influence” begins to break. The article talks about how the fallout wasn’t just reputational.

The article argues that we are be witnessing not just a change in influencer behaviour, but the possible problem of the “beauty influencer industrial complex”. The market is oversaturated, consumers are sceptical, and now influencers themselves are changing their tone. From “buy this” to “don’t buy that”. But that doesn’t make it more honest. Deinfluencing is still positioning itself as your guide, still prompting you toward choice, it’s just shown differently.

The article mentions research indicating that negative or critical reviews receive more engagement than positive ones. This is because viewers now assume that product approvals are sponsored. When someone says, “This didn’t work for me”, that feels more trustworthy. The article doesn’t agree with that because it says that negative content can be just as monetised as positive content, with influencers sometimes paid to put down other competitor brands.

The influencer era is not ending but it is evolving. Brands, creators and consumers are all shifting their expectations. For creators, being “anti-hype” becomes a way to stand out in a crowded space. For consumers, the power dynamic changes. They will not only praise the good they do but also critique when something needs changing.

Overall, this Dazed article shows how the beauty industry is at a crossroads. The growth of influencer culture is showing signs of strain. The rise of deinfluencing may be less about rejecting influencers and more about evolution, “buy this to look like me” to “this didn’t work for me, maybe this will”. These changes could end beauty influencers in their current form. The audience has gained more power, which could be the change the beauty industry needs.

 

Group discussion

The group discussed the article and its issues, focusing on how sales targets and KPIS in retail can drive overconsumption. At beauty counters, employees are briefed on product sales and targets at the start of their shifts, which can pressure staff to persuade customers to buy unnecessary products. The group agreed that honesty and integrity are vital in the beauty industry, emphasising transparent communication and selling based on genuine needs rather than targets. They noted that overconsumption affects not only consumers but also professionals like makeup artists, who may over-purchase to keep up with trends. Social influence, especially through social media, was identified as a major reason for impulse buying, creating a “fear of missing out” and resulting in excess products. Overconsumption varies, from owning multiple versions of the same item to collecting entire ranges never used. The group discussed how brands rebrand or update packaging to attract consumers and how influencers influence habits. Dishonest reviews and overly positive sponsored content can get rid of trust, making transparency essential. The discussion decided that overconsumption stems from corporate pressures, social influences, and consumer psychology. Promoting responsible consumption and honesty is crucial for industry integrity.

Overall, the article showed the evolving influence in the beauty sector, highlighting trends like “deinfluencing” and their impact on trust and authenticity. It shows the importance of integrity and transparency in influencer culture and daily practice. The discussion shows that professionalism in beauty involves prioritising honesty, sustainability, and consumer awareness, reflecting on the industry's adaptation to social and economic changes in the digital age.