Deinfluencing Beauty

Photo from

Sometimes you see that new product and you have to have it. Social media makes it seem that if you buy that $40 cleanser or $25 blush, your skin will look like your favorite celebrity’s. Or maybe your favorite influencer posted an Amazon haul to make them “That Girl” persona, brimming with trendy clothes and products.

Overconsumption and Impulse Buying

Despite what influencers post on their social media stories, indulging in overconsumption will not make you feel healthier or more beautiful. While you’ll feel excited when your package arrives, sustainable happiness is not going to come from a new hair or beauty product.

Influencing is a job; for creators, it has been a largely successful one. LTK, a popular service used by influencers to facilitate a connection between consumers and products, made $3.6 billion in 2022, according to the company.

The purchase starts when you see a product on an influencer’s page. You feel drawn to it and click on their page to find the product online. The influencers present the product with an intentional aesthetic, making you feel the need to buy it right away. Maybe a limited-time sale gives you that feeling you need to have the product now. Influencers thrive off your impulse purchasing.

According to Forbes, “a Meta study found 54% of people either made a sporadic purchase in the moment or after seeing the service or product on Instagram.”

Numerous popular websites and brands endorsed by influencers, including Zara, SHEIN, Princess Polly, and others, employ fast fashion methods to produce cheap items. Influencers and their followers may purchase clothing or beauty products to only wear or use once. When you use a product only once or twice, it contributes to waste in landfills and oceans.

How to Treat Yourself, and Be Smart About It, Too!

Awareness about overconsumption does not mean you can never buy anything new for yourself. It’s healthy and normal to treat yourself to some new beauty products every now and then to make you feel confident. VALLEY has some practices for smart spending.

Do Your Homework

When it comes to new products, no need to buy three different foundations because you can’t decide on one. Instead, do research and narrow down your selection.

Ask your friends what products they like, read reviews, or go to a store like Sephora or Ulta and ask for their recommendations or shade-matching services. When considering new skin products, consider your skin type.

Consider Your Needs

Impulses cause you to purchase things you want rather than things you need. If you see a desirable product on an influencer’s page, don’t buy it simply because they posted about it. Instead, consider if you need it. Do you have something similar already that you can finish before trying something new?

Be Wary of Influencers

Ultimately, influencing is a job. To urge you to buy a product, influencers use special lighting, filters and even Photoshop to make their videos as appealing as possible. They will post about sales or special codes to create a sense of urgency within you. Be wary of traps they may set to push you to buy something you don’t really need.

Don’t be afraid to treat yourself, VALLEY readers, but know you don’t need to buy anything new to be the best version of yourself.

Follow @valleymag on Instagram for more self-care tips!


Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.