For years, social media influencers have made their money by helping to flog products on the internet – whether they genuinely believe in them or not.
But now a countercultural movement of sorts, largely among beauty creators, seems to be taking hold.
‘Deinfluencing’ is the latest trend on TikTok, with bloggers using it as a way to critique products and items which have gone viral and, in their view, been ‘overhyped’.
The hashtag has rocketed from 12.9 million views to almost 100 million in just a week, in part due to the huge backlash against one popular makeup artist for ‘false advertising’.
Massachusetts-based influencer Mikayla Noguiera was ripped into by fans after sharing a sponsored post with L’Oreal Paris, promoting its Telescopic Lift Mascara.
Massachusetts-based influencer Mikayla Noguiera was accused of ‘false advertising’ and wearing ‘fake lashes’ as she promoted L’Oreal Paris’s Telescopic Lift Mascara
TikTok users accused her of enhancing her lengthened eyelash look with false lashes – and a debate around the authenticity of influencer promotions ensued.
Some, such as sustainability blogger Jess (@impactforgood_), have taken ‘deinfluencing’ to mean cutting down on products altogether, opting instead for fewer, high-quality products which will last.
But many more have used it as an excuse to rip into products and brands made popular by the internet – flipping the ‘TikTok made me buy it’ fad on its head.
And, perhaps ironically, some have gone full circle – almost ‘re-influencing’ people by telling them what they shouldn’t buy, and then what they should.
Now UK-based makeup vloggers have jumped on the bandwagon, sharing the products they think should be ‘deinfluenced’.
Dior Backstage Rosy Glow Blush
One product a lot of TikTokers agreed was overrated – as well as overpriced – was the Dior Backstage Rosy Glow Blush.
Vlogger Hannah (@artistrybyhan) explained why she was avoiding the product.
‘Don’t get me wrong I love pink blush. I have blushes from small businesses for £10 and they’re beautiful, they’re gorgeous and I would much rather buy from them than Dior.
‘Plus, they’re not cruelty-free!’
The small blush palette has also been slammed by other users, with one saying that you need to use a lot of product for it to show up.
But others seem to disagree, with Boots customers giving the designer blush, which costs £26.55, almost five stars in its reviews.
Dior Backstage Rosy Glow Blush, £26.55 (boots.co.uk)
Charlotte Tilbury’s Hollywood Flawless Foundation
Hannah, who is from the UK, also critiqued Charlotte Tilbury’s Hollywood Flawless Foundation, which has gained significant approval from makeup lovers.
‘This one’s a bit controversial, but I will not be buying the Charlotte Tilbury Hollywood flawless filter.
‘I know this is a cult favourite product but since then Collection and Elf have come out with their own dupes.
Showing the Collection Filter Finish foundation, Hannah tells her fans ‘this is £6 and I am obsessed with it.’
The Charlotte Tilbury product is over six times that price, with shoppers having to fork out £39.00 for a bottle of the popular makeup.
Charlotte Tilbury Airbrush Flawless Foundation, £39.00 (cultbeauty.co.uk)
Hannah wasn’t the only creator to slam the foundation, which has garnered praise from MUAs and customers who have flocked to buy it from Charlotte Tilbury stores.
Parissa, a fashion and beauty vlogger, said it was the worst of the makeup brand’s products, dramatically adding that it ‘cost me a life’.
‘Do I even use it? No! And do I throw it away? No! Because it breaks my soul that I am going to throw away something that I spent so much on.’
The London-based TikToker went as far as to say that the whole Charlotte Tilbury brand should be ‘deinfluenced’.
She recognised it might be an unpopular opinion and prepared for an onslaught from fans of the brand, saying ‘some of you are going to come for me’.
‘I have bought endless products from her in my lifetime,’ said Parissa.
‘There are so many better brands out there that are doing just what she does, but they are not robbing our banks.
She said if the products were ‘good’ she would happily fork out for them, but said ‘your stuff is not good and you’ve literally influenced so many people to buy it’.
Anastasia Beverly Hills Modern Renaissance eyeshadow palette
Another makeup brand which took off massively with the help of social media is Anastasia Beverly Hills, which Hannah also says she is now put-off buying anything from.
She said she has fallen out of love with its Modern Renaissance eyeshadow palette, which has sold like hotcakes since it came out in 2016, and previously cost a whopping £43.
‘I used to love this palette and i used to really enjoy their liquid lipsticks as well as their highlight palettes, but I just feel nothing excites me anymore about ABH.
‘So, until they bring out something that excites me or that I’m intrigued by, I’m not going to be buying from them.’
Anastasia Beverley Hills Modern Renaissance Palette – £46.00 (cultbeauty.co.uk)
Dior Addict Lip Maximiser
Another makeup product that has had the ‘deinfluencing’ treatment is the Dior Addict Lip Maximiser.
Hannah and other creators argue that the designer lip gloss is overpriced for what it is, with drugstore alternatives and independent brands offering better value.
‘Since I’ve been buying from smaller businesses, they’re literally £10 and under. So why am I going to go and spend £30 on a lipgloss when I can buy one for under £10? They literally do the same thing!’
Dior Addict Lip Maximizer, £28.00 (boots.com)
Paula’s Choice 2% BHA Liquid Exfoliant
Onto skincare, Leanne Page, a TikToker from London who boasts just under a million followers, ripped into a number of products which have gone viral.
The self-confessed skincare junkie gave a rundown of the products she thought were overrated, and recommended replacements for each.
First up was Paula’s Choice 2% BHA Liquid Exfoliant, which has been hugely popular with customers on social media.
But Leanne wasn’t happy with the £34 salicylic acid-based product, describing it as too harsh.
‘This was literally like paint stripper on my skin, it broke me out so bad, really damaged my skin barrier. I just don’t think it’s worth the hype.’
In another video, she recommends REN’s Ready Steady Glow AHA Tonic as an alternative exfoliant.
The cheaper product, she says, ‘is so much better. It didn’t irritate my skin at all and gives me a really nice glow.’
She also suggested switching to Glow Recipe’s Watermelon AHA, saying it is ‘also super gentle and amazing’.
Paula’s Choice 2% BHA Liquid Exfoliant, £34.00 (cultbeauty.co.uk). REN Clean Skincare Ready Steady Glow Daily AHA Tonic, £28.00, (cultbeauty.co.uk)
Glow Recipe SPF
For SPFs however she wasn’t as impressed with the hyped-up Glow Recipe SPF.
‘I love Glow Recipe as a whole I think they do have some amazing, amazing products but this just isn’t it.
It’s really thick and hard to blend in and it peels like crazy on me, it doesn’t matter what skincare I use it just peels, and it doesn’t really work very well under makeup.’
Alternatively, she says, La Roche-Posay’s SPF 50 is ‘super lightweight and works so well under makeup.’
The product is also cheaper than Glow Recipe’s £31.00 50ml bottle, coming in at £19.00.
Glow Recipe, Watermelon Glow Niacinamide, £31.00 (sephora.co.uk) and La Roche-Posay Anthelios UVMUNE 400 Invisible Fluid SPF50, £19.00 (boots.com)
The Ordinary hyaluronic acid
But more affordable products aren’t immune from being ‘deinfluenced’ either.
The Ordinary has taken the internet by storm with its affordable pricepoint and aesthetic minimalist packaging.
But Leanne wasn’t impressed with one of their bestselling products, the hyaluronic acid.
The Ordinary Hyaluronic Acid 2% + B5, £7.90 (boots.com). BYOMA Hydrating Serum, £12.99 (cultbeauty.co.uk)
‘Again, I do love The Ordinary,’ she said of the brand, ‘and I do think they have some amazing products.’
But the £7.90 acid, she said, ‘dried my skin out so much,’ even after following best practice for applying it.
‘Before you all come for me, I applied it on damp skin, used a really occlusive moisturizer, it just dries my skin out.’
A product she uses instead is the slightly more expensive Byoma Hydrating Serum, which comes in at £12.99 for 30ml.
‘This has honestly changed my life, it’s the best hydrating serum I have ever used.
‘It really hydrates the skin, you can use it morning or night, it doesn’t interfere with any of my other skincare products.
‘It works really well under makeup, it is just amazing.
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