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Reason
Reason
Tara Isabella Burton

An Instagram Star Walks the Fine Line Between Self-Creation and Snake Oil

Scammer, by Caroline Calloway, self-published, 150 pages, $65

Caroline Calloway is not exactly famous for telling the truth. Whether she's hiring her former best friend to ghostwrite her Instagram captions or peddling a ramshackle collection of plastic flowers and salad bowls in the guise of a "creativity workshop," the American-at-Cambridge influencer turned performance-art memoirist—propelled to national fame by a New York Magazine exposé written by said former best friend—has made an entire career, and a personal brand, out of gleeful mendacity. Back in 2021, she even sold a $75 skin care product she straightforwardly labeled Snake Oil.

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