SHADY Marketing Tactics Used by the Biggest Beauty Brands : What You Need to Know

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Disclaimer
I am a cosmetic brand owner, former makeup artist, and have worked in cosmetic product development for over 14 years so all opinions are based on my background in these areas. The products I use in these videos are either purchased by me or sent to me by companies which I will always disclose. Some of the links in this description box are affiliated meaning I will earn a small commission from sales of those products. My opinions in these videos are always 100% my own.

[@saracoleman2042]

As a former makeup artist for MAC, I can say with almost complete certainty that yes, MAC just takes shades from their regular line, slaps a different name on them & then sells them as “limited edition.” That used to drive me crazy! It made me feel like I was being dishonest with my customers. I would usually end up selling my customers the shade from the regular line, because they didn’t care about the fancy packaging.

[@MarlenaStell]

It used to drive me crazy because I ended up with multiples of the same shades thinking it was "New" but it wasn't

[@1Skorpia]

Like kylie cosmetics🫢

[@Bossladylj]

I used to work for MAC too and I agree 100%. This was a common tactic for MAC especially when they partner with a celebrity.

[@mercedesvelasquez8781]

I thought everyone knew that I am regular Joe and I knew that lol but sometimes I don't give a shit because the packaging is prettier so be it if it's labeled as limited edition🤷🏻‍♀️🙃🤣

[@toddmcsweeny]

Except for the lipstick Viva Glam V. There is literally no MAC dupe.

[@Sadiia53]

My pet peeve is the camera filters used by Makeup influencers… How are you supposed to know if that foundation look good on her skin when the camera has a filter on it😮

[@BlingyBea]

Yes, totally agree

[@MegaGirlface]

Completely agree!!

[@ginamiller6754]

Yep!!

[@MartyG101]

100% 👍 agree

[@ktkprincess]

OMG yes. When your lines are blurred but I know they're there 🙄🙄🙄 ugh. Just be a regular human and admit you look like one already.

[@GM-ue8xc]

I think a great but might be controversial topic to talk about next, would be “Makeup brands you can trust.” I think it would be super helpful!

[@emilylerman9028]

I feel like any brand list like this would age like milk no matter what 😅

[@gracew4194]

That would be awesome but also would love to hear if she thinks there are brands we absolutely should never trust.

[@michelemcdanel8]

To that end I’d like to know what are the parent companies of smaller companies ( ie Estée Lauder and Mac , Lancôme and L’Oréal ) let’s really get into it !

[@kellygreengables3936]

​@@michelemcdanel8 There is actually public information about this topic!

[@Willowy13]

I actually I trust companies that don't advertise that much... and have not much of a relationship with influencers😂, which are the 4th kind of people I don't trust (politicians, doctors, lawyers are the other 3 in this order). Estee Lauder and It Cosmetics are examples. They don't blow where the wind takes them.

[@allisonwade4840]

I think the reason we have such a problem with sponsored content is because the beauty space (as much as we love it) preys on very deep personal insecurities of attractiveness--skin, hair, eyes, face... something so completely outside our control, awash in media of "beautiful" faces while we stare in the mirror and are encouraged to find fault. The finding of fault encourages the purchase of a product to try to correct the fault. Home decor, gaming and cooking aren't anywhere near as deeply personal. No one walks down the street, sees a complete stranger and thinks "that person is a shit gamer" or "their house is trash" or "their cooking is worse than cereal." But we are bombarded by that in personal attractiveness every single day, nearly every waking minute.

[@MarlenaStell]

This is SUCH good feedback and makes sense! I didn't even think of that! Very good points....

[@Cindypisces]

THIS!!💯💯💯💯 So on point!!

[@Emm.Emm.]

Exactly!! All the anti aging crap and then they tell on themselves in another video when they list their holy grails. Guess what is always missing? The money grab products they don’t have to push anymore.

[@vhelma21945]

Great comment 😊

[@bottlefly5124]

Wow! Very well put my friend. Great insight!!!!

[@user-fy4uv9wb7o]

i HATE the fake swatches and the thing that baffles me is that it's often the luxury brands that are the worst offenders! buying stuff online is already tricky enough, you could at least give me a realistic idea of what shades/formulas look like before i take the plunge. and guess what? if you don't, i'll return it. It's a lose/lose.

[@MarlenaStell]

Exactly! I find the return policies for high priced items are HORRIBLE compared to less expensive which is so crazy to me because they have the margins to keep their customers happy!

[@Willowy13]

In my country you can't return it. I have 3 shades of Fenty around (I mix them to use). I learned one thing: No good REAL swatches? No money for the brand.

[@PamelaH_HappyVibes]

Fun fact, Marlena was THE WOMAN that started to talk to Brands about Sponsoring and sending PR for KZbin content creators. (If you remember, you were here from the start) I don’t mind disclosed Sponsorships from content creators I like and trust. I applaud the creators for their Sponsorships. I side eye creators that just LOVE every product. It’s ok to be happy and squeal with joy, occasionally but, not every video!

[@StormSongs7]

Only my opinion, but I think the influencers/product reviewers repeatedly mention high end cosmetics just to get on the P.R. lists. Again, just my opinion.

[@MarlenaStell]

Makeup Geek and Sigma were THE first brands to provide affiliate links and send out mass amounts of product to content creators. All the major brands took note and jumped in then it becomes a money making machine vs a community like it was years ago :(

[@StormSongs7]

@@MarlenaStell I don’t recall which was the first video of yours I watched, but what impressed me sooo much was you always used other products and not just your own. I started bingeing your older videos, watched your lessons on eyeshadow placement and still have notes on my other phone. 💜💞💝

[@darcyferrigno]

Agreed. Even if they are not truly sponsored I feel like they also do it to maybe stay or get on a PR list and so they don't always speak the truth. Marlena does and that is why she is a queen!

[@patsymedina7341]

I follow Marlena early ‘00s the beginning of KZbin! She was the first one I watched for makeup tutorials! I love her

[@FridaBeautyBird]

I can't stand when companies show their products on different "skin tones", but it's just the same model, and they've Photoshopped her skin to be darker or lighter. You don't see it happen as much anymore, but that has always gotten under my skin.

[@tiarnaellen7758]

i only noticed this recently but it was blindingly obvious it was one person's hand with three or four different photoshopped skintones. I'd never noticed it before and now I'm hyperaware of it. It was a fairly popular company too, though I can't remember which one.

[@kristythecraftypapersmith]

The mascara thing has always been a huge issue. As someone who rarely wears false lashes, just show us the real deal. Even my hubby says " well, that sh*t is fake"! Love this series!

[@MarlenaStell]

It is fake! Your husband is right lol

[@annep4830]

exhibit A: 10:44!

[@Willowy13]

You hubby must be a fun dude to be around. Spot on!😂😂😂

[@jkp62]

My husband will grunt and say “spider legs” when we see someone with the looooong fake lashes or he will say “I wonder if she can fly with those things?” He cracks me up.

[@rebeccamarkey2760]

We got sick of sponsored videos in the make up community because of influencers’ lies by omission (not telling us) and lies by commission (they’d inflate the product’s efficacy ). You wouldn’t see that in, say, the gardening community when promoting a product. That’s why the beauty community has a bad rap when sponsored; so much gaslighting.

[@NymphetamineCC]

This. I totally agree. When I watch carpentry videos I am generally pretty trusting that person presenting the product isn’t going to intentionally mislead me about it’s use or efficiency. With beauty products is pretty much the opposite in most cases. I mean I get it to an extent, it’s hard to sell a product that is exactly the same as so many others. Like look at this green eye shadow - it’s totally unremarkable, and functions identically to those you’d find in the unused portions of your old pallets, but look how nice “this one” brings out the colored contacts when I apply it on my filtered eyelid.

[@rebeccamarkey2760]

@@NymphetamineCC right?! Not to mention makeup and skin care is a subjective experience, depending on ethnicity, skin, and even location. When Jaclyn Hill moved from FL to CA for a short period of time she changed EVERYTHING she had ever used on her channel because her skin was drier than in humid FL. Gardening or say, contacting tools (like you say) are definitely easier to make an objective opinion about whether the product works correctly or not.

[@Atypical60]

You know what really pisses me off? The fact that the cosmetics industry basically ignores the older woman. They claim inclusion and diversity by showcasing various races, ethnicity, genders and yet, older women are excluded. Ill be 68 years next week. I love my makeup. But I refuse to purchase any item that is shilled by an over-filtered, over blurred, visage that is at least 35 years younger than me.

[@moondra3481]

Completely agree.. yet at the same time I cannot stand the vids telling me how I should do my makeup for my "age" group. I am 53 and I love the smokey eye etc. Sometimes I do a natural bleh eye look then I get asked what's wrong? Are you sad? 🤣🤣

[@DonnaBrooks-nn6cf]

You are so, so right! Thank you!

[@Camille_Anderson]

they don't use older models or market for mature women because they dont complain or whine all over social media and target brands by virtue signalling and claiming prejudice and they aren't "inclusive" or act like victims!!! the woke generation think everything should be created for them personally and probably are just too sensitive for this world!!

[@TrinaMoitra]

Try BOOM! Or PrimePrometics.

[@Willowy13]

Boooy! The ads with young women to sell anti wrinkles products...😂😂😂Nothing against what we were once but come on! When I was 20 I didn't have wrinkles. Fast forward 48...

[@sj6546]

The mascara disclaimer in tiny print was only added in the last several years. For decades they used lashes and never even had the disclaimer!

[@bydivadream]

I can't stand how Morphe convinced the public they no longer were private labeling by investing in more custom packaging. The public import records from the wholesale manufacturers are available online (thank you ZadiDoll and KJ Bennett!) and adding Kaolin to a collaboration doesn't mean it's a whole new formula being used. Marlena, I LOVE the caramel hair on you!

[@gaetanodragonetti3942]

Same. I never bought from them because it still looked like private labeled products. They always seemed shady to me as well.

[@laurapotpie]

Yes it's so ridiculous watching Eva Longoria tell us she uses drug store anti aging skincare hahaha

[@loriweinrib4866]

Or the hair color she does ads for- Lol

[@laurapotpie]

@@loriweinrib4866 hahaha yes she uses L'Oréal Root touch up yes now! I'm sure!

[@arcticbeautycanada]

@@laurapotpie girrrl I love how you said that! East coast?

[@laurapotpie]

@@arcticbeautycanada Newfoundland 🇨🇦 😃

[@arcticbeautycanada]

@@laurapotpie nice! Thought so. Ft mac :-)

[@loriz369]

Girl, I’m loving your truth in cosmetic’s videos.

[@mhanshaw165]

Marlena is on 🔥 with giving us all the inside scoops now! I understand it was hard for you to speak out about the industry when you had your brand for fear of backlash, but I’m so excited to have someone finally give us the truth.

[@mariaplease]

Marlena I stopped watching beauty content for 2 years until your new videos came up. I get so excited to watch your videos !

[@MarlenaStell]

Aww thank you so much!! So glad you’re here 🥹❤️

[@63rambler66]

I wish I had done that! lol

[@mp2668]

You stay coming through for us! Thank you for sharing these truths with us. We appreciate you mama

[@MarlenaStell]

Thank you so much!! xoxo

[@everogersdownunder1242]

Sidenote: if you edit/filter photo results of say skincare in the EU/UK/AU, you're fined big time. It's illegal to do so and I think the US NEEDS to bring this policy into effect.

[@elisasilva5621]

I just sent a comment to an influencer a couple of weeks ago because I noticed she'd make a video and speak about a particular product for 1/3 of the time, so I asked her if they were sponsored. She was not letting her viewers know in any way, and a lot of people liked the comment so now she has the word 'ad' which is the way it should be. Thank you for this video, eye opener!!

[@violetviolet888]

elisa silva: It is illegal by Federal Law to not disclose sponsorship on KZbin or other social media. They have to have disclosure in their description. Look up the rules.

[@elisasilva5621]

@@violetviolet888 I'm aware of the rules, and she probably had it disclosed somewhere on her description. However, most influencers announce that the video is sponsored or the have the 'ad' placed somewhere on the screen so it's easy for everyone to see.

[@jillapalooza]

I think I was in my 20s when I realized mascara ads use falsies, and that is why I have trust issues. I don't believe ANYTHING I see on commercials, including the celebrity spokepersons. Which is why it makes me so mad when influencers are shady about sponsorships. We were supposed to be able to trust them and it seems like things have gotten worse lately.

[@Roadie247]

I just get upset when products do not work! I don’t mind spending extra if it’s GREAT, but I’m sick of paying for crap! Love you Marlena! You are so absolutely stunning!

[@cindyb9830]

Thank you for these facts and thoughts, I very much appreciate it. As a consumer, I don't know how much we can do except don't buy the brand. My latest frustration was the 21 days of ULTA. By day 5, items were completely sold out. I get up at 5:20 in the morning for work, I'm not going to stay up until 12 am to buy products! I really wanted 2 of the Persona blushes, not this time around. I have to say that Sephora is no better, you go to choose the color of something and that is the only one not on sale. WTH! 😡

[@virginiav.1172]

I realized Ulta was being shady when I got to the store when they opened in order to pick up the cosmetic that was on sale on that day of the 21-day sale. The salesperson informed me that it was "sold out." When I asked how that could be, she sheepishly admitted that they only had ONE of the advertised item.

[@allisonwade4840]

I totally passed on those Artis brushes when I turned that box over and read "Made in PRC" Nope, nope nope.

[@TheJollyFatElf]

My two cents about sponsored videos. We went years with “gurus” being sneaky and secretive about sponsored videos and/or affiliate leaks. Here For The Tea really opened our eyes to the lying and manipulation. Nikki Tutorials used to have to share on her screen if something was bought, pr. etc. because no one trusted her. She may not be the best example because she’s up to her old ways. My biggest pet peeve now is Amazon stores. I feel like it’s the new Morphe code. I go to smaller/mid level creators for their reviews and stick to a couple who have had similar experiences as I have had with certain products. Maybeline and L’Oréal both need to be called out more for their foolishness. My question is was Mikayla paid a lump sum for her review or was there a bonus based on how many units were sold. Inquiring minds want to know.

[@MarlenaStell]

Such great feedback! Totally agree too!

[@MascarasAndMixers]

Amazon store fronts are def the new morphe code omg.

[@amandaleigh3307]

I bought the L’Oréal mascara before seeing the craziness that happened with Mikayla, as she has always rubbed me the wrong way so I don’t watch her. The crazier part of this whole thing is the mascara is actually a good product imo. It didn’t need the shady bullshit to sell and gives me the opposite of their desired effect… makes me not want to repurchase.

[@kaylariggs5188]

👏🏻👏🏻👏🏻👏🏻 I love that you are so honest, transparent, and blunt. Thank you!

[@kathleenp3135]

Yesssss!

[@denisemcclain6816]

We spend so much of our hard earned money on cosmetics, It’s SO good to finally have someone to let us know exactly what our money is being spent on! Love your channel! ❤️💋💄

[@LenaSheppard]

Thanks for doing this. I don't give a 👍 on any sponsored videos & don't watch that portion of the video. I usually know when a sponsorship is coming when the creator starts raving abt a product/brand they don't normally mention. I appreciate you so very much !

[@fernandoa6122]

Most of us understand content creators make their living with sponsorships so it’s not an issue when they take one. It’s an issue when it’s not disclosed or overly hyping a product up

[@lauriehutchinson791]

Beauty claims that make no sense. A particular brand that claims your skin will look 200% plumper. (Or something like that)

[@Sibrena001]

The makeup “game” always makes me think about when I got my first horse and I thought I had to buy all of the bits, brushes, reins, saddle pads, halters, etc to be a good rider when in reality if you learn how horses think it doesn’t matter if you have the most or best horse gear. The cosmetic industry makes us think we have to have the perfect brush, eyeshadow palette, blush, foundation, primer,etc when it’s more about learning what works best for your skin tone and texture, eye shape, and what you’re trying to achieve with makeup to get the best results. Learning the techniques to get the desired results is way more important than the tools used to get it. Years ago I had a private lesson with a makeup artist who works in the entertainment industry and she was able to use products in my makeup collection in ways I never could achieve until she taught me. That was when it all came into focus and changed the way I buy cosmetics to this day. Thank you for giving us a peek behind the curtain of the cosmetic industry. ❤

[@therealJamieJoy]

Marlena, thank you for making this video. I have a minor in marketing. I worked in the beauty industry for at least a decade (decades ago!) I understand all these issues. I just REALLY APPRECIATE you bringing this to your viewers. There is a phenomenon I'd love to know what you think, and how we might be able to petition companies to change it. When you search on Amazon for a color of eye shadow there is OBVIOUSLY a fake template much like the one you showed with the arm swatches. This one is a template of THE SAME MODELS, maybe 9 of them. Computer image is used ACROSS MANY BRANDS. That's why I believe it is Amazon doing this, not the individual makeup brands. There's no way to gauge what a color looks like because it is always these fake computer generated colors. Colors I own look nothing like the picture -- not the same finish, not the same color, some not even similar. If you could speak on that that would be great. THANK YOU!

[@MarlenaStell]

I haven't seen these! I'll have to go check now because I wan't to see what these are about... Like, it's not that hard to just do swatches! I was an Indie brand and still did swatches for each product and it wasn't hard or costly

[@therealJamieJoy]

@@MarlenaStell Yes, I loved Makeup Geek! I was introduced to your brand through Ipsy many years ago. I'm sorry to see you are no longer selling your lovely cosmetics. :( I will also post a link if you can't find the models photos. They are full face and seem to have a very limited range of colors of makeup. The models are various skin tones.

[@EmyEleni]

I swore that Bath and Body Works reuse the same scents in different packaging! Thought I was crazy

[@ksmith3064]

I have thought this about B& for many years as well ….. 😮😮

[@charitylandis2208]

Twilight woods very very similar to sunset glow

[@gategirl66]

I think the reason we have issues with "shady" marketing in the beauty community comes down to expectations. We expect big corporations to lie and we don't even think of them as people. But we choose to watch an influencer because we trust and eventually "know" them. It's a punch in the gut and you feel betrayed.

[@CorinnaAtHome]

She's saying influencers in other areas like DIY bloggers versus beauty bloggers.

[@gategirl66]

@@CorinnaAtHome Yes.. But I guess I never feel like they're someone I'd hang out and have a drink with..lol.. even my husband who watches those videos every day doesn't feel any kind of personal connection with those creators, ya know? I guess because makeup is so personal, maybe 🤷🏻‍♀️

[@TMelkk]

In relation to the shady tactic about photoshopping for skin products, I also think it´s shady to use 20 year old models for anti aging creams, or models with extremely unlikely genetics that don´t have cellulite for anti-cellulite stuff . It´s just silly. Many brands don´t do this, but still I see this all the time and it just makes me question whether brands think we are stupid. Same with JLo´s skincare. Though I am a huge JLo fan and always have been, I feel disappointed by her claiming her secret is .... olive oil... and she released the skincare with some fancy special olive complex. No person is going to look 2 decades younger by using olive oil. It´s a combination of many things; genetics, lifestyle etc, but it seems like the essence of marketing is opposed to recognizing that it´s rarely just 1 thing that makes the difference. Love this video Marlena!

[@jenkenway]

" transform my skin and do my dishes for me..." 🤣🤣 Loving your content. Sending to friends who are into buying make up. You have so much experience and knowledge. You're in a unique position and I just can't wait to see what your next project will be. I know you will do great! ❤️

[@Durhamred69]

Number 4, all I could think of is a “Star Wars sticker”. If you know you know 😂

[@lauralopez4893]

Pat?

[@mariamiranda3208]

As a Senior Packaging Consultant for a major company in the Los Angeles area, I completely agree with your comments!!!

[@Fashioncarnage81]

I will tell you what drives me nuts. I am so over the overhyped products. I work at a cosmetic store, and when people come in and ask for the same brand/product multiple times a day, it’s crazy. For instance, the drunk elephant, bronzing drops, we have literally nine year olds coming in with their parents that have no clue what this shit is Asking for that item. And it’s not something for a nine-year-old. Then what happens items sell out and they don’t just sell out for the week they sell out for months. That is my biggest and probably 99% of the people I work with, the overhyped product.😅

[@andym7853]

Insane!

[@sheahill3340]

Thank you! And please continue! I am trying to support American made products and small businesses. Would love a video about where products are made and highlight smaller brands.

[@loretta_3843]

I must admit, I get really irritated when asked to pay "top dollar" for a product when they don't even pay their workers a living wage. I'd prefer to know the people doing the work are being treated fairly and not a step away from slave labour!

[@Marwa.AR2019]

I just woke up from the night shift and you're talking about cakes, I want home made cake😢😢😢

[@alannaelayne4245]

Thank you for all these videos you’ve been doing lately! I’m finding them very interesting and helpful!!

[@GM-ue8xc]

Marlena, THANK YOU so much for posting these types of videos! There’s nothing like them! So informative & educational, & you don’t hold back. I am here for it!! You are my fave & thank you for always taking the time to upload videos even though you have a busy life ❤❤❤

[@i_am_whole_again]

I 1,000% agree that HUGE brands pull these kinds of things. I love that Marlena is willing to tell the Flippin TRUTH about it. People work hard for their $$$$ and these companies do some SHADY shiznit to get it out of our pockets and into theirs. The Mfg'ing issue drives me crazy. As a product & service provider I am ALWAYS very conscious about where our products come from & price them accordingly. As for the mascara 💩💩 show..... I have seen commercials for YEARS on TV that say in tiny print for 3 secs at the very bottom of the screen- ADDITIONAL LASHES HAVE BEEN ADDED!! It's total 🐂💩 that a company even gets to DO that, let alone 1/2 ASS a disclosure.

[@halloweensparkle977]

So glad you are back and in the swing of things! You were the first person I subscribed to, only 6 years ago, and I have always been glad I did! Keep rockin' it!

[@BeeKay4444]

I so appreciate you sincerity here. So many shady tactics in today’s marketplace.

[@janataylor5520]

I don’t mind sponsored content as long as it is disclosed. Some of my favorite influencers take sponsorships, but they are open and honest about it. Those who don’t and you can tell that it’s sponsored drive me nuts!

[@MarlenaStell]

Exactly! Like just be upfront about it and it's no problem. I HATE when they hide it and think their viewers are stupid enough not to pick up on it

[@sammip1105]

Thank you for educating consumers!! I’ll always support you and your endeavors! You’re a real one❤

[@ltbp1]

I love how you're back making regular videos!!! I really like how concise you are when you speak! I really appreciate it! Also FYI, I still wear all my Marsté clothing!! The quality was second to none; really lovely pieces that I always get compliments for!

[@msadams224]

I'm so happy that Marlena is back full time 😊

[@Mikeysmommy2008]

Thank you Marlena for all of this priceless information! You have opened my eyes so much

[@Bossladylj]

I just love me some Marlena!!!! She is confirming what I believed the whole time. I hate the “scare” tactic of all kinds of marketing. I am really beginning to hate the field of marketing PERIODT!!!! It is all about the sales and they leave the integrity out of the marketing plan.

[@vickiweber4718]

I love these behind-the-scenes videos! The last one especially has always been a pet peeve for me. Ever since I was a teenager with acne, freckles, and large pores I'd see a foundation ad, get said foundation, put it on, and wonder why my skin doesn't look like the model's in the ad. I know now that even the best foundation won't cover the freckles and large pores that I still have (acne is much less of an issue now).

[@Nikachu0906]

Several years ago, I basically unsubscribed from 90% of the beauty gurus I had been watching, because they all seems to push the same items saying they were the best new things out there, but then never using them again. Some of gem disclosed the videos as sponsored, most did not. I got caught up buying several of the items, only to find out they were complete shit. There could be no way all these people though those items were fabulous. Now, I watch about 3 people regularly, and will watch a couple of others if I think they have put out an interesting video. Otherwise, I’m done wasting my money. Thank you, Marlena, for these videos. They truly are helpful to us normal consumers.❤❤❤

[@gretchen1209]

Love you, Marlena! Thanks for always keeping it real and breaking it all down. I've been watching you since the very beginning. You are such an inspiration. You are so smart and beautiful as ever!

[@SlackSlackSlackSlack]

What I hate the most is that they do not print the manufacturing date. Especially for sunscreens. It is only written discard after xx months after openning. This is sooo dodgy, the product could be 2 years old already when you first open it.

[@seaneenreyes]

Love how honest and authentic you are! I really appreciate you being so open, about your experience and your life and in general! ❤️🙏🏽

[@soniaalvarado5372]

Agree with your comments and learned a few that I didn’t know about. Thank you! I know that all of your observations are made with great respect for the industry that you love.

[@laryssakeeney]

Marlena making videos again.... and I feel like there is hope for the future within the beauty space. You're THE OG lady!!! Loving your content.

[@nancykindergartenteacher8637]

Love this vid. Cosmetic companies have always sold "hope in a jar" and "faith in a compact". For centuries women have believed they needed the lift that makeup provides to keep the men in their lives happy. Now, people (not just ladies) love the way makeup can transform them. Cosmetic companies just need to be honest, and stop the deceit. We want decent makeup at a reasonable price. Thanks for a great vid.

[@heidiveronica]

I LOVE YOU SO MUCH Marlena!!! Your raw and REAL honesty is SO refreshing and needed in our industry! Yassss 🤗💖💪🏻💯

[@Subtitles_Addict]

Wow. The whole Italy and China luxury product part had me talking to my husband about it. He doesn’t care about makeup, but I needed someone to share that info with because I was shocked.

[@Por2ugal]

China uses child labour.

[@wendymac423]

Thank you Marlena, as always! I love exposing these companies who try and hold consumers hostage with their games. I would LOVE to see more videos like this and others that focus on specific brands and ingredients. This is me: My readers in any store when I purchase skin care or foods. I'm all about ingredients and not the fluff. You look beautiful and I am excited about this new chapter in your life! Much love!

[@NJgirlMel]

Marlena out here doing the lord’s work! 😂 FOR REAL though…. I love that you’re confirming everything I sort have suspected for years!! You’re the best! 😘

[@Envymecharm]

Protect her at all costs because she’s dropping all the gems!!! I realized a lot of what Marlena mentioned years ago when Kylie Cosmetics came on the scene. With their limited edition collections, creating that have to have it now buzz. So much so that I started buying limited edition products and reselling them. What she mentions about the ingredients isn’t just limited to makeup either. Look at your hair products and even lotions that will promote having coconut oil or shea butter etc but really they contain the absolute smallest amount possible. Great video Marlena!!!

[@Willowy13]

The funny thing is brands promoting anything with coconut oil will loose me because my hair doesn't like it.

[@jeanettebennett1527]

Hi Marlena, I agree with every point you made. I only watch content creators I trust. Therefore, I don’t mind their sponsorships or discount codes etc. I actually enjoy helping them out. I unplugged from many creators when that whole débauche happened years ago. Too much drama for me. I totally understand about the Italy vs China pricing💯 That’s just insane to me. I’m really enjoying your content! I can’t wait for Fragrance Friday’🎊

[@angelcare5969]

I appreciate your concise and straight to the point videos

[@AamyieEcker]

I love that you’ve been able to be a player in the industry and let us know the truth. Thank you for the education

[@Crystal0139]

I dont have an issue with sponsorships, you gotta make money BUT I dont always trust sponsopships. It has to be someone I trust, creators that I know are only taking the sponsorships because they already use and love the product.

[@Crystal0139]

but I dont get angry that theyre taking sponsorships or anything I just take them with a grain of salt. I feel like you should get paid for the content you are creating. I know a lot goes into videos and were getting to watch it free so.

[@vickiweber4718]

Same. If the sponsor is a brand I already know the content creator loves, then I say, "Get that money, girl!" For example, e.l.f. sponsoring Kelly Gooch and Andrea Matinallo. Everything else I take with a grain of salt.

[@Crystal0139]

@@vickiweber4718 yessss totally agree!

[@chowfurnowmeow]

What pisses me off is brands reselling the same or very similar shades in 'limited editions' or 'new product launches'. I am looking at you Pat and Nars!

[@SouthernBelleReviews]

I'm sick of all the marketing crap too. My small start up indie brand does NOT do this. The re-using the same product with new packaging is something I've noticed A LOT. 🎉

[@Kaidh9080]

You have become my favorite content creator you basically said everything I’ve been saying over the years about the beauty community ❤

[@ThtGirlElle]

I’ve been a supporter since when you first started Makeup Geek … SO GLAD you’re doing well Ms. Thang!!! ❤ You’re amazing!!! Sending love from South Dakota - transplanted from Cali a few years back … 😊

[@michellewilson1221]

Love these videos. Its great to hear this stuff so we can quit falling into some of these traps! Also....I miss being able to buy your makeup! Loved your makeup line. Had lots of the products.

[@uncchristine99]

I have not seen you in my YT feed in years but somehow, this video came up. 🙌🏻 I'm here for this content!!

[@mermish4]

Girl i appreciate you! Videos like this are rare and will shake up the industry to step up their ethics and not treat customers like fools! Ur amazing Marlena!

[@Bungeejumper1377]

Thank you for this video Marlena! Love you!

[@AraceliGarcia-hk8hh]

Totally agree on overly filtering. I simply want to know how the product really looks like on texture skin.

[@jackiek4159]

Love how you are exposing these brands for using these shady tactics with consumers! Thank you Marlena! 💞

[@lisanowery7965]

I do agree with all of this. My personal one that drives me crazy is the mascara when you know they've added extra lashes.

[@amyroman]

This was helpful and hilarious. Loved the edit. Thank you for calling these things out. ❤

[@Oturtlegirl51]

The one that really drives me nuts, worse than the others, are the mascara ads that clearly show the model wearing the fake lashes. Do they really think we're so stupid that we don't notice?

[@acm997]

Yesssss I’m loving all these videos, we need to be more empowered consumers!

[@aakankshaoswal9214]

Marlena thank you for putting out such amazing content here for us, with regard to ur question about paid partnership some brands just run a campaign which literally feels like they are shoving products in our throat and also there is too much scripting and it doesn't feel as authentic hence we are a little too reluctant for paid sponsorships in every video, also makeup and skincare is very subjective where as most other content dont have as much subjectivity and trust involved...Lots of love for bringing the truth to us

[@moreenmua]

Love it ❤ So great to see you again

[@calinique]

Louder for the people in the back girl! 👏🏼👏🏼 This is why we love you! 🤍

[@SunFlower-xp6hw]

Such an excellent video! We all have our weaknesses and many feel they aren’t pretty enough etc. and these cosmetic companies play on our vulnerability! Such a sad marketing ploy!

[@lindawijtvliet]

Really enjoying these “behind the scenes” videos 😃

[@maggiec5311]

I agree with all of these! Love that you speak the truth ❤️

[@gloriacalloway6908]

I agree with all these!! But like you, the mascara one has been happening for so long and I want to see the mascara performance for REAL too!!! Love your content can't wait to see what ypu do next. ❤

[@SheilaArkee]

It was Parrot and the shimmery teal from the Liza Minnelli quad - 😂 I’ll never forget! I worked for MAC during that time and I hated the constant churn of “limited edition” collections.

[@jubby89]

Great video! This video I am sure can be used in a classroom somewhere to teach kids about the influence of marketing. Thanks Marlena. You are amazing!

[@Living-the-joylife]

Yes so agree Marlene I figure it many years ago about their marketing. So I was watchful . Thank you sharing and very much appreciated your honesty as always.

[@sarahgatewood1594]

I really like these tip videos. It is so helpful to know what to look for when buying products.

[@boutiquelove5391]

Love you Marlena You are beautiful, honest and decent A good soul always comes through!

[@StormSongs7]

She is wonderful.

[@hp2736]

Great info, Marlena!! You are using your experience and knowledge for good.

[@jennifergaylord300]

The QUEEN of beauty has spoken!! Thank you

[@cherub73au]

I'll be 50 in Aug and I grew up looking at vogue, teen, and dolly magazine's. There were almost no models that looked like me, no foundations for me unless I travelled 3 hrs to the city to a Mac . Locally the shades available was a sea of beige. I went for 2.5 decades not wearing any foundation. This is from a country whose indigenous population is darker than me. If there wasn't a colour for me as a med to tan, there was nothing for them! Mascara was always a con as well, because back then the supermodels were all wearing lashes (in hindsight) while advertising the benefits of whatever Mascara. We all wanted to look like Cindy Crawford, so we bought into it. We didn't have the knowledge or benefit of social media to teach us about makeup/skincare. Marlena you are a godsend! 💕

[@deniseparedes1201]

Love this type of video! Thank you for this!

[@maureentakach3065]

I love seeing you on KZbin again!!!