Products that aren’t really worth it as #DeInfluencing trends on TikTok


For years, social media influencers have made their money by helping to promote products on the internet, whether they really believe in it or not.

But now it seems a kind of counterculture movement is taking hold, largely among beauty makers.

‘Disinfluencing’ is the latest trend on TikTok, and bloggers use it as a way to criticize products and items that have gone viral and, in their opinion, have been ‘overrated’.

The hashtag skyrocketed from 12.9 million views to nearly 100 million in just one week, partly due to backlash against a popular makeup artist for “false advertising.”

Massachusetts influencer Mikayla Noguiera came under fire from fans after sharing a sponsored post with L’Oreal Paris, promoting her Telescopic Lift Mascara.

After: TikTok users couldn't believe their eyes when Mikayla's eyelashes dramatically lengthened

Massachusetts influencer Mikayla Noguiera has been accused of ‘false advertising’ and wearing ‘false eyelashes’ while promoting L’Oreal Paris’ Telescopic Lift Mascara.

TikTok users accused her of enhancing her elongated eyelash appearance with false eyelashes, and debate ensued over the authenticity of influencer promotions.

Some, like sustainability blogger Jess (@impactforgood_), have interpreted ‘disinfluence’ to mean cutting back on products altogether, opting instead for fewer high-quality products that last.

But many more have used it as an excuse to vandalize products and brands that became popular online, turning the ‘TikTok made me buy it’ trend on its head.

And, perhaps ironically, some have come full circle, almost ‘reinfluencing’ people by telling them what not to buy and then what to buy.

Now UK-based makeup vloggers have jumped on the bandwagon, sharing the products they think should be ‘deinfluenced’.

Dior Backstage Rosy Glow Blush

One product that many TikTokers agreed was overrated, as well as expensive, was the Dior Backstage Rosy Glow Blush.

Vlogger Hannah (@artistrybyhan) explained why she was avoiding the product.

‘Don’t get me wrong, I love pink blush. I have small company blushes for £10 and they are beautiful, they are gorgeous and I would rather buy from them than Dior.

‘Also, they’re not cruelty-free!’

The small blush palette has also been criticized by other users, with one saying that you need to use a lot of product for it to show up.

But others seem to disagree, with Boots customers giving the £26.55 designer blush almost five stars in their reviews.

Dior Backstage Rosy Glow Blush, £26.55 (

Dior Backstage Rosy Glow Blush, £26.55 (

Charlotte Tilbury’s Flawless Hollywood Foundation

Hannah, who is from the UK, also criticized Charlotte Tilbury’s Hollywood Flawless Foundation, which has garnered significant approval from makeup lovers.

“This one is a bit controversial, but I won’t be buying the perfect Charlotte Tilbury Hollywood filter.

“I know this is a cult favorite, but Collection and Elf have since come up with their own hoaxes.

Showing off the Collection Filter Finish foundation, Hannah tells her fans “this is £6 and I’m obsessed with it.”

Charlotte Tilbury’s product costs more than six times that price, with shoppers having to shell out £39.00 for a bottle of the popular makeup.

Charlotte Tilbury Airbrush Flawless Foundation, £39.00 (

Charlotte Tilbury Airbrush Flawless Foundation, £39.00 (

Hannah wasn’t the only creator to criticize the foundation, which drew praise from MUAs and customers who flocked to buy it in Charlotte Tilbury stores.

Parissa, a fashion and beauty vlogger, called it the worst of the makeup brand’s products, adding dramatically that it “cost me my life.”

‘I use it? No! And do I throw it away? No! Because it breaks my soul that I’m going to throw away something I spent so much on.

The London-based TikToker went so far as to say that the entire Charlotte Tilbury brand should be ‘disinfluenced’.

He acknowledged that it might be an unpopular opinion and braced himself for an attack from fans of the brand, saying ‘some of you are coming for me’.

“I’ve bought countless products from him throughout my life,” Parissa said.

“There are many better brands that are doing exactly what she is doing, but they are not robbing our banks.

She said that if the products were ‘good’ she would be happy to shell out for them, but said ‘your product is not good and you have literally influenced a lot of people to buy it’.

Anastasia Beverly Hills Modern Renaissance Eyeshadow Palette

Another makeup brand that has taken off massively with the help of social media is Anastasia Beverly Hills, which Hannah also says she doesn’t want to buy anything now.

She said she’s fallen in love with her Modern Renaissance eyeshadow palette, which has been selling like hot cakes since it came out in 2016, previously costing a whopping £43.

‘I used to love this palette and really enjoyed their liquid lipsticks and highlight palettes, but I feel like nothing excites me about ABH anymore.

“So until they come out with something that I’m excited about or intrigued by, I’m not buying from them.”

Anastasia Beverley Hills Modern Renaissance Palette - £46.00 (

Anastasia Beverley Hills Modern Renaissance Palette – £46.00 (

Dior Addict Lip Maximizer

Another makeup product that has had the ‘disinfluence’ treatment is Dior Addict Lip Maximiser.

Hannah and other creators argue that designer lip gloss is too expensive for what it is, with alternatives from drugstores and independent brands offering better value.

‘Since I’ve been buying from smaller companies it’s literally £10 and under. So why am I going to spend £30 on a lip gloss when I can buy one for less than £10? They literally do the same!

Dior Addict Lip Maximizer, £28.00 (

Dior Addict Lip Maximizer, £28.00 (

Paula’s Choice 2% BHA Liquid Scrub

When it comes to skincare, Leanne Page, a London TikToker with just under a million followers, launched a series of products that have gone viral.

The self-confessed skincare junkie rounded up the products she thought were overrated and recommended replacements for each.

First up was Paula’s Choice 2% BHA Liquid Exfoliant, which has been hugely popular with customers on social media.

But Leanne wasn’t happy with the £34 salicylic acid-based product, describing it as too strong.

“This was literally like paint remover on my skin, it broke me down so much, it really damaged my skin barrier. I just don’t think it’s worth the hype.

In another video, she recommends REN’s Ready Steady Glow AHA Tonic as an alternative exfoliator.

The cheaper product, he says, ‘is much better. It didn’t irritate my skin at all and gives me a really nice glow.’

She also suggested switching to Glow Recipe’s Watermelon AHA, saying that “it’s also super smooth and amazing.”

Paula's Choice Liquid Scrub 2% BHA, £34.00 (

REN Clean Skincare Ready Steady Glow Daily AHA Toner, £28.00, (

Paula’s Choice 2% BHA Liquid Exfoliant, £34.00 ( REN Clean Skincare Ready Steady Glow Daily AHA Toner, £28.00, (

Radiance SPF Recipe

For SPFs though, she was not as impressed with the over the top Glow Recipe SPF.

‘I love Glow Recipe in general. I think they have some amazing, amazing products, but this just isn’t it.

It’s really thick and hard to blend and peels like crazy on me, no matter what skin care I use, it just peels off, and it really doesn’t work very well under makeup.’

Alternatively, she says, La Roche-Posay’s SPF 50 is “super lightweight and works really well under makeup.”

The product is also cheaper than the £31.00 50ml bottle of Glow Recipe, which costs £19.00.

Glow Recipe, Watermelon Glow Niacinamide, £31.00 (

La Roche-Posay Anthelios UVMUNE 400 Invisible Fluid SPF50, £19.00 (

Glow Recipe, Watermelon Glow Niacinamide, £31.00 ( and La Roche-Posay Anthelios UVMUNE 400 Invisible Fluid SPF50, £19.00 (

ordinary hyaluronic acid

But more affordable products aren’t immune to “disinfluence” either.

The Ordinary has taken the internet by storm with its affordable price point and minimalist aesthetic packaging.

But Leanne wasn’t impressed with one of her best-selling products, hyaluronic acid.

The Ordinary Hyaluronic Acid 2% + B5, £7.90 (

BYOMA Hydrating Serum, £12.99 (

The Ordinary Hyaluronic Acid 2% + B5, £7.90 ( BYOMA Hydrating Serum, £12.99 (

“Once again, I love The Ordinary,” he said of the brand, “and I think they have some amazing products.”

But the £7.90 acid, she said, “made my skin really dry,” even after following best practices for applying it.

“Before they all come for me, I applied it to damp skin, I used a really occlusive moisturizer, it just dries out my skin.”

One product she uses instead is the slightly more expensive Byoma Hydrating Serum, which is £12.99 for 30ml.

‘Honestly this has changed my life, it’s the best moisturizing serum I’ve ever used.

‘It really hydrates the skin, you can use it morning or night, it doesn’t interfere with any of my other skincare products.

‘It works so well under makeup, it’s just amazing.