The de-influencing trend has been taking over TikTok since January, whereby creators share their beauty products to avoid rather than promoting them – all in the hopes of reducing over-consumption.

What is ‘De-Influencing’?

De-Influencing – is essentially the act of informing followers what not to buy on social media platforms and it’s the newest trend in authentic engagement and interaction that both influencers and followers are appreciating.

This backlash to product promotion is not only due to the ongoing economic situation but is also a response to the way TikTok itself has changed, with brands now investing heavily into creators, putting more pressure on them. TikTok launched its TikTok Shop in the US in November 2022, allowing users to make purchases directly on the app, which has put a great deal of pressure on influencers to recommend more product. So it’s no surprise that people are beginning to feel fatigued by the constant pressure of being sold to.

De-influencing has been birthed from the need for spaces that are free of this external pressure.

De-influencing has provided an interesting and refreshing response to the constant advertising pressure, with many creators convincing people of the opposite of what influencers suggest. By embracing the trend, it seems people can save money and buy only what they need, rather than being pressured to purchase products that may not be as beneficial as they appear. This is touched on nicely in the below TikTok which supports the notion that we don’t need to tie our identity into what we buy.

But to some, de-influencing may sound somewhat toxic and negative to the beauty industry as a whole. MUA Kellsie Blain carries this view and goes even a step further to share how influencers and content creators could be sabotaging their own chances of brand deals and partnerships by calling out and shaming makeup products. See Kellsie Blain’s opinion here.

However, de influencing could have far greater benefits which outweigh the costs – if done right. Paulina, part of our BLUP:GEN network, saw a video which promoted alternatives – which she completely disagrees with. “I think the de-influencing trend shouldn’t be used to later promote products that influencers think are better than the products they don’t like [within the same video or context] – that’s not really ‘de influencing’ – if anything, we are still being influenced”.

We wouldn’t want to defeat the point of trying to reduce consumers’ temptation to buy after all.

While the de-influencing trend may be a passing trend, it has exposed yet again, a growing desire for authenticity and brutal honesty from influencers and content creators.

Written by Anna-Marie Uzokwe, BLUP:GEN Member

Watch out for BLUP:PLAY chapter 2, that delves into the exciting world of GENZ beauty trends. 

BLUP:GEN IS STUDIO BLUP’S EXCLUSIVE NETWORK OF INFLUENTIAL CREATORS AND CREATIVE CURATORS, BUILT AS OUR WAY FOR BRANDS TO SPEAK TO A YOUNG CULTURAL AUDIENCE, GAIN REAL AUTHENTIC INSIGHTS AND CONNECT WITH THE LATEST TRENDS AND SOCIAL LANDSCAPE.