YPulse recently told you about a new TikTok influencer trend that is going against the grain of their usual content. Influencers are most often recommending to their audiences which products to buy, and often sponsored by brands to say so. But viewers have caught onto the fact that influencers aren’t inclined to say something negative about a product they were gifted or paid to talk about. (Especially in light of “Mascara Gate”—where beloved influencer Mikayala Nogueira wore fake lashes in a paid mascara post and claims she didn’t.) Now, a subsect of creators on TikTok are “de-influencing”: telling their viewers what not to spend their money on, instead of urging them to the stores in the name of another brand deal. This is especially prominent in the beauty community right now, as these influencers are some of the most trusted by young consumers when it comes to product recommendations. While they’re usually showing their hordes of products, constantly trying whatever is new and viral and encouraging their followers...
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