The Beauty Industry has an influencer credibility problem
The Growing Credibility Crisis Among Beauty Influencers on TikTok and YouTube
In the ever-expanding world of social media, beauty influencers on platforms like TikTok and YouTube have become some of the most powerful voices in the beauty industry. These content creators have built massive followings, shaping trends, driving product sales, and even influencing the direction of major brands. All it takes is a quick reel with an “OMG, YOU HAVE TO RUN AND GET THIS PRODUCT RIGHT NOW AT THE LINK BELOW!” and you know exactly what I mean.
But as their influence has grown, so have concerns about their authenticity and expertise. With the pressure to monetize, combined with a dash of greed, there’s now a serious credibility crisis among beauty influencers. More and more consumers are left questioning the value and reliability of the advice they’re getting.
The Illusion of Expertise
One of the biggest issues with beauty influencers is the lack of actual expertise. Sure, there are some creators with real backgrounds in skincare, makeup artistry, or dermatology, but many have no formal training. Instead, their success comes from being good at making viral content or marketing themselves well. Now, I’m going to show my age here, but back in 2007 when I launched my first blog, Chic & Green, most beauty bloggers had real industry experience or some level of expertise. Unfortunately, that’s just not the case anymore.
This lack of expertise can have real consequences. Skincare and makeup aren’t just about looking good—they directly impact your skin’s health. But in a digital world dominated by quick videos and catchy sound bites, the important details get lost. Influencers often recommend products that work for their skin, but what about everyone else? Without the background knowledge of an esthetician, dermatologist, or professional makeup artist, a lot of their advice is anecdotal at best—and potentially harmful at worst.
The Problem with Paid Posts: How Authentic Are They?
Another big issue is the overwhelming presence of paid sponsorships. Many beauty influencers rely on brand deals, affiliate links, and sponsored posts to make a living, and while there’s nothing wrong with that, the flood of money can blur the lines between honest reviews and paid promotions.
It’s now common to see influencers promote products without fully disclosing the financial arrangement behind the post. Even when they do disclose, how do you know if they really love the product or are just collecting a paycheck? When you see a glowing review of the latest skincare serum, can you trust that they’re genuinely recommending it—or is it just another ad?
The beauty industry is worth billions, and brands are eager to tap into the loyal audiences influencers have built. Unfortunately, this sometimes means influencers prioritize income over integrity. They may end up promoting products they don’t even use. And trust me, I’ve experienced this firsthand. Back when I was running my blog, PR firms representing high-end beauty brands would send me lavish gift packages just to thank me for positive reviews. I had a clear written policy that I would share my honest opinions—good or bad—but things are different now. These days, it feels like every post is, “OMG GIRLS, YOU HAVE TO TRY THIS!” and it’s exhausting. The authenticity is just gone.
As a result, consumers are left trying to figure out which recommendations are genuine and which are just part of the influencer’s income stream.
The Impact on Consumers
This lack of transparency, mixed with the absence of expertise, can be incredibly frustrating—and sometimes harmful—for consumers. Beauty enthusiasts follow influencers because they think they’re getting relatable, real-world advice. But more often than not, they’re being fed a constant stream of paid promotions. When influencers present themselves as trusted voices but are more focused on making money, the trust between them and their audience starts to crumble.
Even worse, bad advice can lead to long-term skin issues. Skincare, especially, is highly personal, and the wrong product can cause breakouts, irritation, or lasting damage. Makeup advice can also be misleading—what works for a 20-year-old with flawless skin might be a disaster for someone dealing with acne, rosacea, or sensitivity.
Another problem is the constant push for new products, which encourages overconsumption. Influencers often hype multiple products at once, creating cluttered, complicated routines that many of us don’t need. All the while, the influencer profits, and the consumer is left with a drawer full of products they didn’t need in the first place.
Chasing Viral Trends Over Sound Advice
TikTok has made this problem worse with its short, snappy videos designed to go viral. While YouTube allows for more in-depth content, TikTok pushes quick-fix solutions and dramatic transformations. And let’s be honest—most of these trends are unrealistic.
Trends like “skin cycling” or “viral concealer hacks” catch fire without any real scientific backing or long-term testing. Consumers jump on these bandwagons, buying products that might not even suit their skin type, all because of a 15-second video that went viral.
The TikTok algorithm rewards this kind of content, so influencers often prioritize going viral over offering thoughtful, well-researched advice. The result? Viewers are stuck in an endless loop of trends, not sure what’s actually good for them and what’s just clickbait.
The OSBB Bottom Line
If you’re feeling disillusioned by beauty influencers, the best thing you can do is seek out creators who are transparent and have real expertise. Look for influencers who clearly disclose their sponsorships and offer balanced reviews that include both positives and negatives.
It’s also important to stay skeptical of viral trends and remember that skincare and makeup are personal. Instead of chasing the next big thing, focus on building a routine that works for you and stick with it.
Influencers may play a huge role in shaping the beauty industry, but ultimately, it’s up to you to prioritize your own well-being over fleeting trends and paid promotions.
