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The New Daily

Genevieve Thorpe

The rise of ‘deinfluencing’ and ‘ethical’ social media creators

TikTok Kylie Jenner Mikayla Nogueira LOreal

'Deinfluencers' are taking a more critical approach to product reviews than your typical creator. Photo: TikTok/TND

If you logged onto YouTube or Instagram five years ago, you would have been bombarded with product recommendations from social media influencers.

Whether it was the latest Kylie Jenner lip kit or the newest Dyson hair accessorising tool, creators were busy pushing products left, right and centre.

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