How Influencers TANKED The Beauty Industry

[@AudreyMichelle]

The whole video, I couldn't stop thinking of what is currently happening on TikTok. With the lavish gifts and trips. So funny how history repeats.

[@Skatejock21]

Well that will end sometime next year. At least for the USA which is the majority. Everyone will lose all they have at the same time. Tiktok will be gone.

[@meriani777]

Yeah like a lot of us saw this movie before

[@TracyD2]

@@Skatejock21I think it will still be here. I think they will work something out. I hope they don’t but money always talks.

[@jangminoona]

I refuse to buy tirtir who buys influencers with handbags 😑

[@angieisoverit8742]

From a marketing perspective brands like Morphe had no brand identity. They just attached themselves to whatever influencer was popular In the moment. this means that people who shop from them had no loyalty to the brand and would not repurchase. They were only loyal to the influencer. That’s why when most influencers fell off, nobody had a reason to go back to morphe.

[@erika2m16]

True!! I can't even tell you what they were about outside of their collabs. They had nice brushes at one point in time, supposedly?

[@angieisoverit8742]

@ Yes! That’s the other thing: the products they WERE known for (like brushes and eyeshadow palettes) are both things that people don’t repurchase often. So it’s hard to build a brand loyalty with them.

[@jwmilli]

Perfect point. Look at a Morphe2 display at Target or a Ulta/Ulta at Target Morphe display. Collecting dust with no brand identity (Morphe is running two different logos currently 😅) They have nothing that is selling well-they recently they put all their single brushes on sale at Ulta (and the brush sets they’re keeping are notoriously worse quality than the singles) I remember using the crap out of my Morphe 35H hot spot palette and 39A even though the overall quality (esp longevity) was just okay-the palettes they’re coming out with now are trash from the start.

[@TipTheScales27]

Also their products suck. Such low quality for what you get. The makeup industry is so competitive that even for their low price, you can still find like 10 different brands that are selling the same product for the same price with a much better formula

[@tinytaz6668]

Oh great point

[@trishax0ox]

I am SO glad you’re making videos again - I’ve been a silent viewer for years. There were so many instances where something happened and I thought “I wonder what Hannah would think about this”. Glad you’re here 💕

[@veestallion420]

I’m literally the same way i started to worry about her like I knew her irl 😭

[@ericalynz]

Same here. Everytime something popped off, I was thinking the same thing. Wish Hannah was around to give her take.

[@sheepsashimi2847]

SAME

[@emsauce5912]

basically just left the exact same comment!! i’m so happy she’s back 😊

[@annieoddo1475]

Literally I’m so excited to finally have Mom back

[@voxfugit]

She is back and is in fighting shape!! I am soooo thrilled to see you back and posting regularly. 💜💜💜💜💜💜

[@ratparis]

this Smokey Glow renaissance is what I have come back to KZbin for. I love you to death

[@TracyD2]

She’s is looking smoking and glowy.

[@alexiasalazar-biagini8990]

She’s back and I’m sat!

[@JellyyMango]

Seeing you post around this time of year reminds me of glowmas 😭💔 The memories I hold of wrapping presents to your videos.

[@gatapsycho1]

Good times 😩

[@maaeva_]

I miss Glowmas!!!!😭❤️

[@rubylove2820]

Glowmas 24 🤞🏻🤞🏻🤞🏻🤞🏻🤞🏻🤞🏻

[@KariTalks]

BACK TO BACK?? WE’RE EATING GOOD

[@Chrisywith1s]

It used to be KZbin and instagram content creators and it was about creating things to watch or to learn from or to be inspired by. Now it’s influencers who are just going to try to sell you something.

[@karina5917]

loveeee this, ur so right

[@larissabrglum3856]

Capitalism ruins everything

[@annagirling4807]

I literally mourn the beauty industry we used to have in 2008-2020

[@KariTalks]

Quite interesting to hear this as someone who was obsessed with beauty KZbin in the 2010s. 2018-2019 was particularly heinous in terms of influencer marketing and volume of makeup releases. Back then, 2015 was considered the “last bastion” of makeup honesty

[@Hellokittylovers10]

@@KariTalksI absolutely agree!!!!

[@kacie3289]

Saaaame

[@unprocessed_life]

I look back and laugh thinking. man did people waste a ton of money on shit that likely went bad haha

[@KariTalks]

@ thankfully I was too poor to participate so by the time I saved enough to buy a single high end foundation, 6 more had been released and I could use “end of the year favorites/makeup ive rebought” as a metric as to whether I should actually buy it

[@jenniboo9441]

15:23 I think theres also a component of the fans feeling "betrayed" by influencers whereas they dont have the personal connection to celebrities so they dont really hold them to any sort of personal standards. This type of thing happens a lot in kpop too. The groups get their suçcess by building a strong parasocial relationship with fans and that has benefits like extreme loyalty (streaming goals/parties, voting, buying tons of merch, etc.) and a protectiveness that can be good but it also has extreme downsides. If the idol messes up, the fans react like they were personally hurt.

[@Ryanneey]

That's so interesting

[@katiemm12]

the sparkly eyeshadow you’re wearing is mesmerizing! ✨✨

[@melanieerinn6385]

It’s so humbling to think how much money I spent on PERISHABLE products back in the day…..

[@anna86381]

THAT EYESHADOW🔥🔥🔥🔥

[@ZijnShayatanica]

I knoooooow!! It's insane!

[@zainabkhawaja92]

That sparkle is sparking!

[@Nishamama]

I do miss KZbin circa 2007-2013 when it was mainly makeup lovers, makeup enthusiasts and make up artists making videos. The passion and creativity was off the charts. I 100% percent agree that it was absolutely nothing wrong with influencers getting paid for their time(after all some where actually teaching application and were actually makeup artists). Unfortunately there were some influencers who were either really good at makeup, super attractive, very personable, or a combination of all 3 that really didn’t care about the art of makeup and just wanted to pay bills. Same with some of the make up brands that popped up for just the profit.

[@maglolo4869]

love that you‘re regularly uploading again! we missed you

[@emelylopez680]

I think also the popular makeup aesthetic has contributed to this downfall too. During the pandemic there was a shift from colourful and full face full coverage makeup to more clean girl aesthetic. I think the fact that we were on lockdown made it that people wanted to look more natural and focus on skincare more. Also, I think the Kpop industry has affected this trend too at least with the younger generations. They want to look like their favourite black pink and twice star. But the makeup in South Korea is a lot more nude, pinky, focused more on skincare and subtle.

[@velvi8359]

Absolutely! At one point Instagram and KZbin had us all thinking that we all needed a 30 product makeup routine. We all needed a 5 color cut-crease eyeshadow look with bronzer, highlights, lipstick and a fully contoured face, don't forget the 3 primers and 2 layers of setting spray. It's definitely gotten more minimalistic in recent years, which is probably for the best. I can't tell you how much dry-ass lipstick I wasted my money on back in the day because an influencer I followed in 2018 raved about it.

[@myhauntingromance]

Yay. Another Professor Glow video. I have been so bored with beauty content in the last year. Like Ive even stopped buying makeup and unfollowed a lot of influencers (well some of that is because of the watermelon bycotts and those who ignored them) . I am however super into the analysis of the content/industry, especially as we are headed tiward interesting economic times

[@Livsfitz]

And the crowd goes wild; she’s back!! My comfort KZbinr is back just in time for cozy holiday decorating 🎉

[@BethThereseReacts]

me: *doesn’t care about beauty community* also me: *gets out snacks & sits on edge of seat*

[@erikao3982]

Ikr, I’d listen to her talk about anything. Maybe she should go into politics lol

[@threelegmeg]

Mood i literally dont wear makeup anymore and im SO here to hear about it if its Hannah

[@ElizabethNicoleSchwartz]

I saw on Instagram that you're going to do glowmas again this year? So excited!!!

[@gabifgt]

girl i am so happy to have u back and commenting on all the beauty community related drama!!!!!! WE ARE SO BACK!!!

[@selenajosephina]

So glad to see more of you lately❤

[@april4282002]

You always have great takes and analysis on things, but this one is hitting the nail on the head, in my opinion. I also would add that your point about the more established brands doing pretty well because they already had a solid base of consumers prior to the influencer market, can also apply to the celebrity vs. influencer base. Often times, celebrities have built a basis off of their work, outside of influencing, like art/music/movies etc. However, influencers ended up building their basis off of influencing alone, which only creates a temporary following until everyone is moving onto the next thing. So the brands who dedicated most of their marketing budget on influencers alone created their wealth off of short-lived trends that all eventually die out.

[@renej3487]

I think part of it also was because the people watching in 2016 (8 years ago) were all 15-20, and then we grew up and had to worry about bills and eating 😅 now we’re 29 and want air fryers and dysons.

[@Zeverinsen]

Oh god don't remind me 😂 I also don't go out as much as I used to either, which is usually when I'd go full glam. I can probably get by on the makeup I have forever.

[@nicoley7753]

You touched on a similar point but i think the reason we saw all these celebrity brands like fenty and rare beauty overtake morphe and colorpop is because the celebrities started building their hype and credibility right around the same time that the influencer focused brands started losing theirs. At the same time that morphe and colorpop were releasing new collections every week but the quality started to suck people, fenty and rare beauty started bring out actual quality, inclusive products that felt way more worth the money to the average person.

[@paytonobrien8627]

red is ur COLOR! can’t wait for this and been loving seeing ur vids pop up on my feed ❤️ sending love and well wishes

[@ThePeachGirlDiaries]

feeling blessed how much you are posting

[@Iconicbae]

We need you doing makeup reviews your actually the only person I trust😭❤❤

[@hannahjohnson2133]

So glad you made the point about inflation!! I can’t have nice makeup if I can’t pay the bills. This is why I think ELF and dupes have skyrocketed. Back in the day brands were DRAGGED for duping a product. They still get it a little but not near as much.

[@Nicole-jo6vz]

The minimalist movement is now in! So much better for the mind and the planet 💚

[@donnamarinch2832]

You are so “spot on” with this topic. I have stopped watching quite a few influencers in the past few months. How many people are sponsored by Idyl jewelry? And how many of these influencers pronounce the name differently? I am tired of mass consumerism and waste. 🤷🏻‍♀️

[@hanedikarajeh6229]

I just want you to know how much I appreciate you being unapologetically you! I’ve been watching your old videos back to back for the last few days and I love your bubbly attitude and your true opinions. Thanks for brightening my day and showing me how easy it can be to be my true self as well.

[@marshall3973]

Obsessed with the glitter eyeshadow, every time you blink im like 🤩

[@MECC17384]

8:05 I will. People are done with influencers. You can’t even go online without being sold to constantly. We’ve had enough

[@TonjaWatts]

I cannot express how excited I am that you are back posting regularly! I LOVE your content and your point of view on things! You have been a huge inspiration on the kind of content I make! I literally made a video a few months ago about influencers lying about Amazon nail products to get us to click their affiliate links and don’t actually care about the quality of the products. 🥰🥰🥰

[@jova9941]

so glad ur posting more ! i would be interested in what u have to say about the whole Raw Beauty Kristy controversy lol

[@narianasands2127]

Best surprise after a long work day. ❤

[@bri4026]

this is so random, but i loveeee that your from Rochester too! my sis and i love your videos and just you as a content creator. and she told me JUST A FEW DAYS AGO you actually live here too (idk if u moved out of the city but either way it’s still cool). i was just saying how there are no content creators who i see in stores filming bc its not like LA or NYC, so i was so happy when she said “you know smokeyglow is from here?!” 💜 enjoy ur day and i just had to say that bc this video popped up at the perfecttt time 👌🏽😂

[@kellim2100]

OMG you were sooooo missed hunny bunny!!! freaking LOVING these videos🎉🎉🎉🎉🎉🎉🎉🎉🎉

[@DE0BIZONE]

the way i was just catching up on your recent videos and then you posted. i cheered so loud

[@kat8559]

interesting that you put rawbeautykristi in the thumbnail bc i was thinking about requesting an evolution of her channel...obviously including the evangelical right wing turn she's had recently

[@hopeliz]

You are slaying this makeup queen! I adore all the uploads recently ❤️

[@donnaduong8993]

i don’t usually comment, but i’m so glad to see you being consistent and in a better place! so proud of you ❤

[@Emilie-ry2vy]

It’s like you’ve never left ! I’m so glad you’re back and seem to be doing really good ! I truly wish you all the best 😊

[@happyblacklegends]

Ugh 😩 wish I didn't have to work a shift rn now I gotta wait to watch this.

[@ItsBritt2967]

I AM SO GLAD YOURE BACK 😊

[@ttlovecraft]

the influencer industry in general was growing so fast that its fall was kinda inevitable. whereas celebrities existed literally forever. maybe this factor contributed to the situation too, but I completely agree with your points. happy to see you here again regularly, I hope you're doing well!!

[@MsJsChannel]

im really glad ur back posting more

[@evankahn3462]

Yesss my fav diva I been going down a rabbit hole of your old videos

[@jennifer_moss]

Giiiiiiirl you've been feeding us lately and I am HERE for it alllllll ❤❤❤

[@impossibletangerine9785]

So good to see you back!! I live for this content!! What you were describing with the influencer driven brands is weirdly whats starting to take off in the fragrance industry right now- there are viral brands that are cranking out like a million releases a year and instead of doing celebrity ads or something its all influencer based, especially on perfume tok... i feel like its bound to fail!

[@kierabryant3006]

I've been following you since the very beginning with the John Kuckian videos and the tattoo tour and honestly you look so beautiful at the moment. Love it

[@kierabryant3006]

this was not meant to sound shady btw you always look good haha just mean you're glowing differently rn

[@youknow9519]

Wow I forgot he existed!! I haven't heard that name in years.

[@manifestationsofasort]

Oh my god the old intro?!? Feels so nostalgic.

[@laurelnicole2409]

You look well. I’m so happy you are finding KZbin to bring you joy and passion again! I appreciate you posting again and have thoroughly enjoyed so thank you!

[@meanicole2115]

I've silently watched you for a while and I'm so happy to see you posting regularly again! I hope your healing journey has been good for you and continues to be because you deserve it❤

[@cokezerostan]

These uploads have been giving me life 💝 WE MISSED YOU HANNAH! so happy to have you back

[@GillianSudderth]

I seriously need to know her must have makeup recommendations ❤

[@megansmakeupmusings]

Okay but, i need to know what that gorgeous shadow on yours eyes is! like WOW

[@annabean7252]

Honestly love your breakdown videos where you so eloqently explain what we are all thinking and have done for a long time! Please keep giving us content, loved you back then and still do now!!!!

[@allieisms]

Hannah came back when I really, really needed her to come back!

[@megmc1487]

So so happy the queen is posting on the regular again!

[@LizardKingRequiem]

I dont know what it is about your videos but 20 minutes goes by so fast and im just like UGH i need more!! 😭😭😭 So excited to have you back 💞💓💗

[@maddief775]

So excited to see another amazing video from Miss Smokey Glow herself!!!!!!!

[@gracesamuels1285]

seeing your videos back in my sub box is making me SO happy!!!!!

[@marylove909]

I certainly watched my share of beauty influencers. One thing I realized is on top of new products losing their fun because we have so much already....I realized it ruined my fun of discovering fun products on my own. I used to have fun going shopping for an item and looking at the options, reading the packaging, comparing colors, and then being excited to see what my choice ended up being like when I got home. When watching influencers I was shopping for one targeted item and basing my choice on another person's perception and experience with a product. It just didn't feel as much like my own personal experience anymore.

[@jossiediel]

WHAT IS ON YOUR LIDS?! I cannot stop staring every time you blink. Just, ✨ ✨ ✨ ❤

[@deskchair6047]

I still remember in like 2019/2020 when every influencer had palette collab and colourpop was releasing a new collection every week and that’s when I got overwhelmed by the beauty industry. I started turning toward creators that did their makeup while talking about anything except makeup reviews because it felt so forced and fake the way they’d hype up products

[@Sorekneecap]

i have been loving your eyeshadow looks. P.S. i love your videos, well thought out and topics that i like.

[@HanHanMC]

YES IM BACK JUST IN TIME FOR DINNER 😭😭😭 I ended things w a guy I really liked over the weekend, your videos have been so comforting to me. Thank you for your work 🥹 ily Smokey

[@KaitTheUnfunny]

Hannah, thank YOU so much for being here.

[@menadurbin]

BEST thing to happen after work 🥰💕

[@JM-qd6ot]

HANNAH! Soo glad you posted today!! I've been BINGING all your videos the last two days 💞💞

[@hihellomichelle]

Hi gorg!! Happy to see you again!! These style videos of yours have always been my fave💜

[@sarahben8556]

Omg Hannah is feeding us so well this week 🤭 love you as always !!

[@MariahJoleigh]

Hannah I’m so glad you’re back to posting! I love LOVE your videos! Hope you’re doing well! ❤

[@VDMcleod]

I am glad that at least smaller channels still produce amazing beauty content. As always so happy to see another one of your videos. I hope you're doing well.

[@woopitywoo]

i feel that we as a whole have start to feel the class divide and the impossible standards celebrities put and influence too, we have gotten this fatigue. i see these people mostly as unrelatable/unobtainable, but also NOT in solidarity with basic moral issues. i see a lot of them as out of touch and as people who have the means to shield themselves from both the effects of climate change via displacement. Ultimately they act in their best interest and these are usually the people who pushed the "business as usual" narrative and were having parties and not social distaning during covid. and both celebrities have access to health care and alternative treatments most of us will never have. im all for people getting paid a fair wage and making money, but many sell out and fail to understand their influence and weight of their stamp of approval which gets tarnished when their fans or audience calls them out... and they fail to acknowledge or apologize or rescind. all in all. i think a lot of us are tired and barely getting by and more aware of the cycles and systems of exploitation consumerism creates and how failure to regulate it affects the lives of many both domestically and internationally.

[@IAmOmniscient]

This is an underrated point tbh. A lot of these influencers have let the money and the fame go to their heads and constantly act like the rules don't apply to them, let alone the fact that so many of them are garbage human beings without a modicum of self-awareness. I personally think a lot of influencers know that they have no real talent or skill to speak of and so they do anything it takes to constantly stay in the limelight. They are basically exploiting their young audiences to make themselves staggering sums of money while promoting obscene amounts of over-consumption and a disregard of basic human values.

[@annonomouse9296]

So happy to see you back posting consistently ❤

[@gwhite002]

I think another factor could be the cultural shift from the 2015 full beat to focusing on skincare. Combine that with a lack of influencer trust, consumer burnout, the pandemic (not leaving your house), and inflation, no wonder people aren’t buying from these brands.

[@swdream00]

So happy to see you back more regularly. Hope you are happy and healthy ❤

[@woopitywoo]

such a good video, i appreciate how casual and yet informative your videos are. like your analysis is just soo chef's kiss!!!

[@jackie5529]

An icon. My fav creator. So happy you’re back. Seriously the only KZbinr I’m excited to watch! I’m always interested in the topics you cover. QUEEN

[@mac_a_boy]

It’s like you knew I was on a SmokyGlow binge so you had to bless me with another video 🤭

[@babygirl222ful]

SLAYYYY I AM SO EXITED YOU'RE BACK

[@VioletPollux]

I love these videos sm, you have no idea. I'm so glad to see you back ❤

[@rachita2869]

Makeup looks wonderful today!

[@chloethurlow3804]

Your content makes my whole day. Loved you since the start. Thank you ❤️

[@juliemorris6916]

Love you, girl! So good to see you posting! I just wanted to say TY!!!

[@aliceinbetween9408]

So happy to see you back! Hope you are well, you look beautiful 💕

[@laurenr5095]

So happy to see you posting 😊❤ I hope you're doing well.

[@sarahgalatea]

SO SOOOO HAPPY that we’re getting more videos of you ❤❤❤❤ I agree so much, everything feels like an AD now, brands control the whole space

[@landuola]

killing the game rn, so happy to see your videos!

[@RosyRose85]

If you ever feel like doing a makeup tutorial again then please do this look, it‘s gorgeous!

[@nargis-rx2ci]

So excited to watch the video… but I also just had to come here to say that the eyeshadow is STUNNING 🤩

[@kyra5830]

Hey Hannah! Love that you’re back! But I also wanted to chime in on why I think most of these influencer brands are in a decline I think a lot of these influencers audience grew up! A lot of them are married with families. And just doing everyday mundane adulting lol I am 28 almost 29 I am not that silly 18-21 year old living in a dorm room watching KZbin videos ready to go out and party lol I am now a boring 28 year old who goes to work snuggle with my cat and watch tv then go to bed by 10:30 😂 a pretty uneventful but peaceful life.

[@juliemaravi]

So happy to see you’re back!!❤

[@x.ofelia]

girl i just love yr content. thank u for doing what u do!

[@lizzies4964]

Hi Hannah! There's something perfect about watching you at this time of year. Your videos are so holiday season-coded and I'm not sure why. Hope you are well!