However, the nature of this kind of content is that it talks to thousands, if not millions, of people at once and so tends to neglect the nuanced needs of an individual’s skin. It’s what happens when specialist knowledge is condensed into bite-sized videos, flattening the complexity of skin science and making it increasingly difficult to discern fact from fiction. According to Houghton, though, skepticism surrounding skinfluencers remains low. Unlike traditional beauty influencers, skinfluencers have won our trust as industry whistleblowers who prioritize skin health with their mindful and minimalist approach to skin care, via low cost, ingredient-aware regimes.
Just look at newcomers @WhatsOnVisFace, @YayayaYoung and @BenNeiley, whose lo-fi skin-care content is driven by relatability, honesty, and humor. It’s a backlash against standard influencer practice, which seems to feign familiarity despite being just as commercially driven as the brands they’re paid to represent. With this comes a rejection of what Houghton calls “the varnished Insta-look,” sounding the death knell for millennial “shelfie” culture and the social cachet of having a bathroom brimming with the glossiest products du jour (which gen-Z think are performative, wasteful, and counterintuitive to good skin health).
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