Every week it seems influencers have a new dreamy beauty product they're using that will solve all your skin or hair woes and no matter if it's high-end or low-budget, many of us will run to buy it.
Be it a mascara that gives you the 'ultimate' false lash effect or a lipstick that's somehow the perfect shade for everyone, the new 'it' beauty product must be purchased if you want to stay on trend.
This is not a new concept but with the all-consuming effect of social media, it can be hard to ignore the pressure to keep up with the must-haves. However, some users are pushing back against this overconsumption with a new 'de-influencing' trend in a bid to help people avoid spending too much on things they don't need, or are a waste of money
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De-influencing is a direct result of years and years of teens and young adults being told to purchase extensive collections of, often expensive, make-up, clothing and various other products.
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While the beauty guru era of YouTube may be over, there are an overwhelming number of influencers still pushing products across all platforms.
"Mascara-gate" was the breaking point for many makeup fans as influencer Mikayla Nogueira shared a video advertising Maybelline's Telescopic Lash, saying it was "like false lashes".
She was accused of wearing fake lashes in the end of her review, which the Boston-based influencer denied.
This prompted widespread criticism online of influencers and the way they promote products, with controversial beauty figures like Jeffree Star and James Charles also sharing their thoughts.
Mikayla's viral video opened the floodgates for beauty fans to take stock of what they're actually buying and why.
TikTokers like @michelleskidelsky are flipping the power of influencing on its head to stop us from spending frivolously.
Michelle has a popular de-influencing series online where she talks about some of the 'must-have' products she has purchased and why many of them ended up being a waste of money for her.
In part 13 of her de-influencing series, Michelle brings up the £21 Clinique Almost Lipstick in Black Honey that has been appearing on seemingly every influencer's lips over the past year. This sheer red-toned lipstick is said to be the perfect colour for anyone who wears it, hence its popularity.
Michelle said: "If you already have a lot of lipsticks that you don't wear or need to use up, you probably don't need another one."
However, if you're really keen to give it a go, she recommends going in-store and seeing if you like it first, rather than ordering blindly as it can be "impossible to tell" what the shade will look like on you without testing first.
Similarly, the 20-year-old de-influencer has told how over the years she's purchased an abundance of items from cult-favourite Glossier, including jumpers and cloud paint blush in shades that she felt didn't look right on her.
She claims she knew they wouldn't suit her when she purchased them, adding: "I still just wanted to have them, I wanted to own them."
Michelle also showed off her multiple versions of the same tube of £11 lip balm, which she also had unopened spares of. Again she confessed: "I didn't need to buy this many, I just wanted them."
Most of her products were unused and unfinished, even though they had been purchased years ago while she was in her teens.
"You don't need to be on the hunt for the latest and greatest stuff if you have things that work for you," the 'de-influencer' added in another video.
"The best way to de-influence yourself is just to unfollow influencers," Michelle added. "De-influencing is really about understanding that everything influencers are telling you and showing you is a lie. If you unfollow that, you will be 'de-influenced'."
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