Followers to Skeptics: Why are Consumers Questioning Big Beauty Influencers?

Written by Gianna Pisacreta

Account Executive

Photo courtesy of Shutterstock.

Influencer marketing has taken the beauty industry by storm, showing that the power of social media is unmatched. With increased popularity and content creators prioritizing reviews and mutually beneficial partnerships, social media use, specifically TikTok, has become essential for the success of brands within the industry.  

As influencer marketing continues to grow, it remains one of the biggest go-to sources for consumers. Regardless of whether it's for recommendations, reviews, tips/tricks or even just entertainment, social media has the power of influence.  

However, consumers have grown more hesitant toward major influencers — trust is being questioned, and in some cases, lost. What’s behind this shift? Let’s explore a few possible reasons. 

Lack of Authenticity 

As brand partnerships grow in popularity, brands must consider the disadvantages. When feeds are flooded with partnerships, it can lead followers to question the authenticity of an influencer's content. It makes it harder to distinguish the difference between paid promotions and regular user-generated content. Especially on platforms like TikTok, YouTube and Instagram, where consumers look for personal connections and authenticity from influencers. Trust and credibility go hand-in-hand when it comes to influencers. Transparency is key to keeping credibility amongst audiences as they value realness within a brand.  

Along with a lack of authenticity and inconsistency within content, transparency can cause backlash or pushback from viewers. The slightest feeling of deception can cause all trust to be questioned. In 2023, major beauty influencer Mikayla Nogueira received backlash over her "Lashlighting" scandal on TikTok. She posted a review about L'Oreal's Telescopic Lift mascara but was immediately faced with accusations as viewers believed she wore false lashes to boost the effects of the mascara.  

Deinflencing and its impact 

Deinfluencers are influencers that give negative recommendations to impact consumers' views on products. This growing TikTok trend aims to give audiences real, authentic experiences, thoughts and perspectives on overhyped products. This impacts the credibility of major influencers, as products within their niche often go viral and are heavily promoted by them. Instead of promoting products or telling you what to buy, these creators focus on what not to purchase. They offer honest opinions without the pressure of brand partnerships, creating content that feels more relatable and genuine.  

Micro-Influencers  

Micro-Influencer following ranges from 10,000-100,000 as their smaller platforms draw attention from more niche audiences. According to HubSpot, micro-influencers generate up to 60% more engagement compared to larger influencers. Additionally, that 56% of marketers who utilize influencer marketing work with micro-influencers. These niche groups allow for more genuine connections with their follower base as they are considered to be more relatable. With their cheaper price, authenticity and trust within their niche, they offer a great platform for brands to correspond with.  

We can't pinpoint the specific causes for this feeling of distrust between major influencers and their audiences, but when it comes to all user generated content it's important to keep in mind the importance of personal connections; the reason big influencers have been able to build their platform and keep their follower base. We tend to align with influencers who share mutual psychographics. Values, interests, lifestyles and hobbies are just a few aspects that spark the initial connection. But as consumers are becoming more aware of brand partnerships, paid promotions and ads, transparency is crucial to maintaining that relationship.