The new de-influencing trend on TikTok that can help save you money

The beauty world on TikTok has come under scrutiny lately, with viewers second guessing the products some of their favourite influencers are pushing. Due to a number of make-up mishaps where beauty gurus have been caught misleading fans about products they’re being paid to promote, consumers are wary as to what to believe when watching online reviews.

One recent controversial event that sparked mistrust in the online beauty community is ‘mascara gate’, or as some viewers have dubbed it, ‘lashlighting’.

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It came after a popular TikTok make-up artist posted a video reviewing the L'Oréal Telescopic Lash Lift Mascara, but was accused of adding fake eyelashes to her look as part of a paid partnership.

This ignited the rise of de-influencing.

What this essentially means is that people all over TikTok are reviewing products they were influenced to buy, and giving an honest review, normally saying how awful the product is and urging you not to waste your money on them as they did.

The trend has over 121.4m views and is mainly made up of the average social media user - not an influencer - rebelling against false reviews.

De-influencing has also grown in popularity due to the cost of living crisis, along with the popular dupe trend which finds you a similar product to your favourite high-street names for a fraction of the price.

With features such as TikTok shop, it’s so easy these days to purchase products after watching reviews on the app, so being extra diligent when it comes to buying stuff online is crucial and it is important to consider if a creator is being paid to advertise a product, their opinion may not always be unbiased.

However,