You are currently viewing TikTok’s Latest Trend: De-Influencing, LashGate, and Brand Authenticity

TikTok’s Latest Trend: De-Influencing, LashGate, and Brand Authenticity


The Rise of De-influencing

The latest trend on TikTok, “De-influencing,” is gaining popularity as creators in the beauty industry are exposing the over-hyped products promoted by influencers. In recent years, there has been a significant increase in the number of influencers and advertisements from various brands. However, consumers are struggling to keep up with the volume of products being marketed to them, and the sense of urgency in purchasing these products has diminished due to everything being touted as a “must-have.” Furthermore, not every product is suitable for every consumer’s needs and preferences.

De-influencers provide a much-needed respite for consumers by offering honest and transparent reviews of these products. By sharing their experiences and explaining why a highly-praised product may not work for them, these creators are helping to reduce excessive consumerism and guiding their followers towards better alternatives that have been proven to be effective.

The goal of this new style of content is to empower consumers to make informed decisions and find products that truly meet their needs. By providing a trustworthy source of information, de-influencers are playing a crucial role in decreasing the influence of excessive marketing tactics and promoting a healthier and more sustainable approach to consumerism.


Similarly, people dislike being deceived. A specific makeup influencer sparked controversy within the beauty community on TikTok with her recent collaboration video with L’Oreal, promoting their latest mascara. In the video, @mikaylanogueira, with 14.4 million TikTok followers, cut to the mascara being applied and praised the fuller appearance it gave her lashes.

The controversy around if the lashes were fake and why such a highly-respected influencer who usually shares honest reviews, was dishonest about her paid content, thus coining the term “Lashgate”. As defined by Urban Dictionary, Lashgate is “The controversy surrounding makeup influencer Mikayla Nogueira, in which Mikayla posts a sponsored video, not disclosed, about L’Oreal’s telescopic mascara, while allegedly wearing Ardell’s Demi Wispies.” 

This has caught the attention of mainstream media, small and large Tiktokers alike, and even the OG influencers of the beauty industry such as James Charles and Jeffree Star. Jeffree Star returned to TikTok to do what he once did best, give his honest reviews on popular makeup brands while also holding them accountable for what they advertise their products to do. In this case, he called out Mikayla (and other new influencers) for giving her fans a misleading and false review while profiting from the brand. 


This demonstrates that consumers are no longer blindly following influencer recommendations. They prefer genuine and trustworthy reviews from influencers. Brands can capitalize on this trend by encouraging more transparent and honest reviews. By using feedback to improve their products, brands can show consumers that they value constructive criticism and are committed to improving. This creates a deeper connection between consumers and the brand, attracting the right audience and fostering customer loyalty.

This trend is becoming increasingly common as consumer expectations have evolved. Brands must therefore align their marketing strategies to ensure their content and campaigns are authentic and cater to their consumers’ needs.

We work with clients to emphasize authenticity with their influencers, ensuring they adhere to brand guidelines so that controversies like “Lashgate” don’t embroil their brand. Reputation matters, even in influencer marketing. If you need help navigating the world of influencer marketing and using consumer feedback to your advantage we’d love to help. Find out why successful brands choose B3 Media Solutions to help them identify, vet, track, and report on the ROI of their influencer campaigns by contacting us here


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