With so many opinions on offer, it can be hard to know who to trust. Here, we look at the culture of digital beauty reviews, and round-up the people you can feel confident listening to.
Last year, cult favourite skincare brand Sunday Riley settled an investigation with the U.S. Federal Trade Commission after it was revealed that the company’s employees had been posting fake positive reviews of its products on Sephora’s website to help boost sales.
It’s precisely this environment that has given rise to Estée Laundry. The anonymous beauty collective is made up of friends working in the industry who were tired of the lack of transparency, inauthenticity and accountability. The account has garnered over 150,000 followers, including beauty editors, influencers, industry professionals and even celebrities like Victoria Beckham, who has her own namesake beauty brand.
“A lot of people have influence who in the past never would have. They’re creating little niches for themselves, which is great, but it’s also a detriment when it comes to your health if they claim to be experts but have no real training in a field.”The popularity of Reddit and Estée Laundry also demonstrates how people are seeking out beauty information and advice from different sources than they once did.
. What began as an occasional Instagram story to educate her audience turned into a YouTube channel because of its popularity. And while dermatologists are not always easily accessible, Idriss is an example of how some have made their way onto social media to share their expertise and connect with an audience who wants to make sense of all the noise.
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