I remember getting into makeup over a decade ago. Back in the day, we had ‘drama-free’ beauty gurus who actually knew what they were doing. Michelle Phan. Jessica Harlow. Makeup historian Lisa Eldridge. CEO of Makeup Geek, Marlena Stell. They were the OGs, coming up with new content that was so good, so innovtive and so rich in technique, that you actually felt drawn to their videos. And we’re intrigued by their skills.
But then Instagram took over – and with that, came into being a new band of self-proclaimed gurus that never went to beauty school, and that is fine, but they also started promoting problematic content. Come 2019, and we have a new whole drama to deal with each week. And then, ‘drama channels’ came into existence, each amassing thousands – if not millions – of subscribers. Here For The Tea is one of these channels that came into prominence because she is basically super great at digging up dirt on these influencers. AND I AM NOT OKAY WITH THIS. If you’re a beauty community, why brew so much hatred and let other people spill so much tea on your mess?
There are sponsorships and brands pay a lot of money to these fake gurus that push their discount codes like crazy, and it becomes imperative that the audience ends up buying a ton of stuff that won’t work for a lot of people. And nobody leaves disclaimers. I agree that it’s okay to want to make money, to make a quick buck, but at what expense? This makes me want to throw away all the makeup I’ve ever bought because I got sucked into the hype too.
What REALLY gets my goat, however, is the fact that most of these people with such a huge reach, actually rip off smaller creators, and a hundred percent of the time, this goes totally unnoticed. Brands in India, for example usually add influencers to their PR list based on how many intragram followers the said influencer has, because this allows a boost in the sales of their products. As a result of that, the bigger influencers get away with stealing ideas, and the smaller content creators end up missing out.
This isn’t ‘beautiful’ anymore. Plagued by plagiarism, lies, deception, theft of intellectual property, lack of eduction and a lack of heart, and tons of greed, we have ourselves a community that’s toxic and so ugly, it makes the hair on the back of your neck stand. If the world needs a reboot, it is here. It’s now.