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Will beauty brands survive the de-influencing trend? 

Feb 15 2023

Will beauty brands survive the de-influencing trend? YPulse recently told you how de-influencing on TikTok is trending among young consumers and has them tackling overconsumption. But as the beauty industry heavily relies on influencer partnerships and collaborations, the trend is raising some questions for brands. Amid an influx of influencer brand trips (Tarte in Dubai, Glow Recipe in Wyoming, and Fenty Beauty at the Super Bowl) and paid partnership videos gone-wrong like “Mascara Gate,” smaller content creators are encouraging users to de-influence unnecessary products from their beauty arsenals. A study from Cambridge University found that “negative social media posts receive twice as much engagement than positive and this rings true for the beauty industry,” so brands will truly need to pay attention to their social feedback in order to appeal to young consumers interested in this trend. (Dazed)