Less Hype, More Holy Grail
For a second there, it felt like “de-influencing” was going to burn the beauty industry to the ground. TikTok creators were calling out overhyped launches, exposing PR lists, and telling us not to buy things. But instead of killing beauty, it forced it to grow up.
What replaced the hard sell? Actual credibility.
Don’t worry, the GRWM is still around. Instead of 47 products in a single routine, we’re seeing creators reach for the same concealer every day. Instead of “You NEED this,” it’s “I’ve actually repurchased this three times.” Rather than focusing on massive PR hauls, they’re focusing on empties.
On platforms like TikTok, the most persuasive beauty content right now barely feels persuasive at all. It’s low-stakes morning routines, makeup applied in bad lighting, and products that look slightly used.
Even brands known for viral moments, like Rare Beauty and e.l.f. Cosmetics have leaned into relatability over perfection, prioritizing community feedback, refill culture, and approachable price points. The messaging has shifted from transformation to maintenance—from glow-up to upkeep.
The emotional shift matters. Consumers are more budget-aware, more skeptical, and frankly, more tired. The endless cycle of launch, haul, declutter, repeat stopped feeling aspirational and started feeling expensive. De-influencing tapped into that fatigue and gave people permission not to want everything.
But here’s the twist: People still want beauty; they just want it to feel earned.
The new status symbol isn’t owning the most. It’s knowing what works for you. It’s having a tight routine that you can do half-asleep. It’s finishing a moisturizer down to the last scrape. Beauty didn’t die. It got edited.
And honestly? It looks better this way.
