Beauty Influencers: Friends or Foes?

Created by PCB in Canva

I am someone who is overly emotionally involved, or if I'm being real, obsessed with beauty influencers from BeautyTok.

BeautyTok is the corner of TikTok where creators share makeup or skincare products, tutorials, and even their life drama (hello, Mikayla Nogueria's GRWM to go to divorce court and videos monetizing her husband's addiction).

While I find beauty influencers to be entertaining, funny, and even sometimes helpful: I don't trust the majority of them.

Which I know, as a beauty blogger, seems hypocritical. But I know I am being honest about products and even buying my own items for reviews. As opposed to getting them for free and being paid for reviews.

I hope someday to have some sponsorships, and I intend to disclose and always keep it real with you guys.

I will be honest: I am not good at makeup. I know a lot about skincare, hair, and makeup, but I am no makeup artist. However, I'm learning, and BeautyTok helps me with this!

The goal of this article is to make you aware of what beauty influencers are paid to do, what to watch out for, who can be trusted (IMO) and who I like to give my attention to.

I heard someone say once: "Your attention is currency, speak with your money by only consuming creators who are honest".

The Rise of Beauty Influencers

Not long ago, beauty advice mainly came from magazines, celebrity makeup artists, and department store counters. Now, anyone with a ring light and a viral video has the potential to shape beauty trends worldwide.

Platforms like TikTok, YouTube, and Instagram turned everyday people into beauty authorities almost overnight. Many influencers built loyal audiences by sharing tutorials, honest reviews, makeup hacks, and relatable struggles with acne, sensitive skin, or finding the right shade.

In many ways, this made beauty feel more accessible.

People could finally see products tested on real faces instead of heavily airbrushed magazine ads. Consumers also gained access to a wider range of skin tones, undertones, ages, and beauty styles that traditional advertising often ignored.

That shift helped many people feel seen for the first time.

How Beauty Influencers Help Consumers

Discovering Products Faster

One major advantage of beauty influencers is product discovery. Instead of wandering through Sephora wondering what actually works, consumers can see products tested in real time.

Influencers often:

• Swatch products in natural lighting

• Compare shades side-by-side

• Test wear time throughout the day

• Show how products perform on textured skin

• Demonstrate techniques step-by-step

  
  

For people with specific concerns, like cool undertones, sensitive skin, rosacea, or acne-prone skin, this can genuinely save money and frustration.

Making Beauty Feel More Inclusive

Traditional beauty marketing used to focus heavily on one type of beauty standard. Social media helped expand that.

Now, people can find creators with:

• Pale cool-toned skin

• Deep cool undertones

• Mature skin

• Hooded eyes

• Acne texture

• Thin lips

• Sparse brows

  
  

That representation matters because makeup looks dramatically different depending on the person wearing it.

Education and Skill Building

Many beauty influencers also function as educators. Tutorials have taught millions of people:

• How to blend eyeshadow

• How to identify undertones

• How to match foundation

• How to apply false lashes

• How to contour for different face shapes

  
  

For beginners especially, beauty content can feel empowering and creative.

The Dark Side of Beauty Influencer Culture

Filters and Unrealistic Expectations

One of the biggest criticisms surrounding beauty influencers is the use of filters and editing.

Many videos subtly smooth texture, blur pores, brighten skin, slim facial features, or alter color tones without viewers realizing it.

This creates impossible standards where:

• Foundations appear poreless

• Concealers look crease-free

• Skin appears textureless

• Lips look fuller

• Eyes appear brighter and larger

• They appear to have more eyelid space

Another factor that can make lip product reviews unreliable is that many beauty influencers have cosmetic procedures like lip filler or lip blushing (a semi-permanent lip tattoo). These treatments can completely change how lip products appear on the lips.

Filler creates smoother, fuller lips with fewer lines, while lip blushing adds underlying pigment that can alter the final color of glosses, stains, and lipsticks. A sheer pink gloss may look vibrant and evenly distributed on someone with filler and lip tattooing, but appear patchy, thinner, or less pigmented on natural lips.

This is not necessarily deceptive on its own, but it becomes misleading when influencers do not disclose how much cosmetic work is affecting the final result viewers are seeing.

The problem is not makeup itself. The problem is when audiences believe these results are realistic or achievable in everyday life.

Even expensive products cannot erase real skin texture.

Sponsored Content and Hidden Advertising

Influencer marketing is now a massive industry worth billions. Many creators earn money through:

• Sponsorships

• Affiliate links

• PR packages

• Brand trips

• Paid partnerships

• Discount codes

  
  

There is nothing inherently wrong with sponsored content. The issue happens when advertisements are disguised as unbiased opinions.

Some influencers promote dozens of products every month, making it difficult for audiences to know:

• Which recommendations are genuine

• Which products are long-term favorites

• Which reviews are financially motivated

  
  

Consumers are becoming increasingly skeptical for this reason.

The Pressure To Constantly Buy

Beauty influencer culture can also create pressure to overconsume.

Every week seems to bring:

• A new “must-have” blush

• Another viral lip combo

• The latest luxury foundation

• Limited-edition collections

• Seasonal trends people supposedly “need”

  
  

This constant cycle can make viewers feel like their current makeup is outdated even when it works perfectly fine.

Many consumers are now pushing back against this mindset by focusing on:

• Using products they already own

• Buying fewer items

• Shopping intentionally

• Avoiding trend-driven purchases

  
  

That shift is part of why “underconsumption core” and realistic beauty conversations are gaining popularity online.

Are Beauty Influencers Losing Trust?

Created by PCB

In recent years, audiences have become more critical of influencer culture.

People are paying closer attention to:

• Excessive filtering

• Fake reviews

• Overconsumption

• Luxury flex culture

• Constant sponsorships

• Unrealistic beauty standards

  
  

Viewers are also becoming more aware of parasocial relationships, where followers feel emotionally connected to influencers who are ultimately still selling products.

As a result, many consumers are moving toward creators who:

• Show real skin texture

• Give balanced reviews

• Admit when products fail

• Repeat genuinely loved products

• Avoid excessive sponsorships

• Promote realistic beauty expectations

  
  

Authenticity is becoming more valuable than perfection.

Are Social Media Platforms Protecting Big Influencers?

Another concern many users have raised is whether platforms like TikTok favor large influencers while smaller creators struggle to gain visibility.

Many smaller beauty creators feel like the playing field is uneven. They often claim that:

• Critical commentary gets lower reach

• Honest reviews underperform compared to hype-driven content

• Large influencers receive algorithm advantages

• Smaller creators are buried beneath sponsored or viral accounts

  
  

Some users have even reported strange engagement behavior surrounding controversial creators.

For example, I have personally noticed comments I previously “liked” criticizing Mikayla Nogueira later appearing unliked when I revisited videos. While there is no public proof that TikTok manually removes negative engagement about specific influencers, experiences like this have fueled suspicion among users who already feel distrustful of the platform’s transparency.

There are a few possible explanations for why this can happen:

• TikTok occasionally removes comments that violate moderation policies

• Deleted comments automatically remove associated likes

• App glitches and syncing issues can affect engagement displays

• Creators may filter or limit comments using moderation tools

• The algorithm may deprioritize controversial or negative discussions

  
  

However, because TikTok’s algorithm is highly secretive, many users are left guessing.

Critics argue that platforms financially benefit from keeping large creators visible because major influencers:

• Drive massive engagement

• Keep users on the app longer

• Generate advertising revenue

• Push viral product trends

• Encourage shopping through affiliate links and TikTok Shop

  
  

Meanwhile, smaller creators often struggle to compete, even when producing thoughtful or highly informative content.

This has contributed to growing frustration within the beauty community, where some users feel authenticity is increasingly being overshadowed by profitability and platform favoritism.

My Least Favorite Beauty Influencers

So I have gathered an opinion after years of watching BeautyTok, and I am here to tell you who I like and don't like and why. For venomous fans of these creators, please hold your rage. These are just opinions; it's not life or death.

Mikayla Nogueria

I feel like this one is polarizing. Mikayla started as relatable, seemed sweet, honest, and still, despite her controversies, has a very solid following. But I'll be honest, I didn't like Mikayla even back when she first started, as it was apparent that she used filters. And this is false advertising.

I also noticed how she would stitch the negative comments of "normal" people (small creators) and reply to them, leaving their names visible so the person was subsequently bullied, and even had their jobs or businesses damaged by her fanbase, and they are RABID.

Mikayla continuously lies about everything, down to her shoe size, refuses to disclose ads, uses flex culture to rage-bait the internet, and even profits off her loved ones' problems for clicks and views. The fact that people trust her enough to buy her products is mind-bending to me. Especially since she is known to be rude to her followers in her comment section.

If you want more information on her, please visit her Snark Subreddit. But I plan to write an article specifically about Mikayla in the future.

James Charles

James Charles has been getting dressed down in the news lately. He has been exposed for admitting to liking young boys and has been caught messaging them online.

Initially, I didn't like him because of his voice, which sounds like a scary clown to me. But now, it's apparent that he is not only a bad person, but also is engaged in some very perverted/sick things.

I don't trust this person to sell makeup or skincare, give an honest review, or do a good makeup look.

Jaclyn Hill

Jaclyn is basically an older Mikayla. She is dishonest about products, depending on whether she is paid/unpaid, doesn't disclose ads, and has sold her followers fuzzy lip products in the past. She also has a history of monetizing her loved ones' problems, being greedy, and using flex culture to get ahead.

She is now pushing Amazon products instead of decent brand deals, which shows that ragebait and being dishonest doesn't have longevity.

Glamzilla

I really liked Glamzilla when she first started on Tiktok. However, she has becoming "Mikayla 2.0" since her rise to fame. She doesn't disclose ads, openly argues with actual makeup artists, when she's not one, and allegedly lies for pay.

I feel sad about her sometimes, because she had the potential to be the answer to the beauty creators above, someone we could trust, who was relatable, and she's Canadian (like me!). But no, she is just like the others.

I know many of my opinions are based on these creator's personal lives, however, this aspect of their lives bleeds into their work. If you treat your loved ones/staff like dirt, you likely will treat others in the same way. And most of these people do, according to reports.

If you're doing illegal things like seducing minors, you're probably practicing shotty business BTS. And if you're rude to your followers, this is likely a personality problem.

One thing all of these influencers have in common is that they all present themselves to be makeup artists and experts when they are not. Yes, I bolded, underlined, and italicized that one. 🤣

They're makeup enthusiasts at best. Glorified informercial salespeople at worst.

Having fun with makeup and making content is for everyone. I want to be clear about this. But saying you're a MUA when you have no training is sketchy.

When Influencers Present Themselves as Makeup Experts

Another growing controversy in the beauty space involves influencers presenting themselves as professional makeup artists despite having little or no formal training.

In many cases, influencers become popular because they are talented at applying makeup on themselves or because they are highly entertaining online. But being skilled at filming makeup content is not always the same thing as being a certified or professionally trained makeup artist.

That distinction matters more than many people realize.

Professional makeup artists often study:

• Skin types and conditions

• Sanitation and hygiene practices

• Color theory

• Product chemistry

• Bridal and event makeup techniques

• Makeup for photography and lighting

• Cross-contamination prevention

  
  

Meanwhile, some influencers gain massive audiences through viral videos and then begin offering paid “master classes,” tutorials, or expert-level advice without equivalent professional credentials.

One of the most discussed examples online has been, yes, Mikayla Nogueira, who has faced criticism from viewers questioning the line between influencer, salesperson, and professional makeup authority. Critics have argued that social media fame can sometimes create an illusion of expertise, especially when audiences assume popularity automatically equals professional qualification.

To be fair, formal certification does not automatically make someone talented, and many self-taught artists are incredibly skilled. The issue is more about transparency.

Problems arise when:

• Followers believe they are receiving professional-level education

• Influencers market themselves as authorities without clarification

• Expensive master classes are sold primarily based on fame

• Audiences cannot distinguish entertainment from professional instruction

  
  

Social media has blurred the line between influencer and expert, and consumers are becoming more cautious because of it.

Many viewers now look for creators who are upfront about their background, experience level, and limitations instead of presenting themselves as unquestionable authorities simply because they have millions of followers.

My Favorite Beauty Influencers

Natalie Mcmillian

Natalie is not an MUA, nor does she present herself as one. But she is one of the most creative people on BeautyTok. She is also a Mac girlie, as am I!

Her looks are usually "scary pretty" and quite interesting. She is beautiful too. She does recreations of celeb looks on request, and one of my favorites is this Olsen twin's look.

Natalie always says "I use ____, but use whatever you have that looks like this". This is someone who does take sponsorships but isn't here to game the system and lie to her followers.

Alexandra French

I am a HUGE Euphoria fan. I plan to write an article about the makeup at some point. Alexandra is one of the amazing artists who made the makeup come alive on the set of this awesome show.

Alexandra is talented, doesn't shove products down your throat, and treats makeup as an art. Which it is.

Robert Welsh

Robert is a great example of a man who respectfully takes space in the beauty industry. He's so good at what he does, and while he does sometimes push a product, it's always something he likes or has used for a while.

Robert calls out beauty influencers and brands who are dishonest in the beauty space, not concerned about how it will impact his business. And for that, I truly admire him.

He also has a vein below his eye, as I do, and I like seeing how he works around it. ✨

I only have three. And that's a sin, because I watch so many beauty videos. But I usually find something about a creator that I don't like or they don't follow FTC guidelines. So I enjoy watching the videos, but only trust these three...so far!

So… Friends or Foes?

Beauty influencers are not entirely good or entirely bad.

Some genuinely educate, inspire, and help people feel more confident. Others contribute to unhealthy beauty standards, overconsumption, and unrealistic expectations.

The key is learning how to engage with beauty content critically.

A healthy approach includes:

• Understanding when content is sponsored

• Recognizing filters and editing

• Avoiding impulse buying

• Following creators who make you feel informed instead of inadequate

• Remembering that makeup should be fun, not emotionally exhausting

  
  

At their best, beauty influencers can help people discover products, techniques, and communities that genuinely improve their confidence.

At their worst, they can make consumers feel like they are constantly falling short.

Beauty Influencers In The Future

Beauty influencer culture is evolving quickly, and audiences are becoming far more media-savvy than they were even a few years ago.

Consumers no longer automatically trust flawless skin, viral product claims, or dramatic transformations. People want transparency, honesty, and realistic beauty content that feels human again.

Maybe the real question is not whether beauty influencers are friends or foes.

Maybe it is whether viewers are learning to separate genuine recommendations from carefully packaged marketing.

Do you have a favorite or least favorite creator? If so, drop the names in the comments!