Beauty influencers have become increasingly popular in recent years, but the online drama surrounding them reveals an ugly side to the industry. From feuds over accusations of stealing content to malicious attacks on social media, being a beauty influencer has its share of pitfalls. One of the most recent examples of internet drama involves Mikayla Nogueira, a prominent beauty influencer who has been accused of falsely advertising a makeup product and engaging in unethical practices. In this blog post, we’ll examine the controversy surrounding Mikayla Nogueira and explore the ugly reality of being a beauty influencer in the digital age.
What is Lash Gate?
In a recent TikTok, beauty influencer Mikayla Nogueira showcased L’Oréal’s telescopic lengthening mascara, claiming it gave her additional length and volume to her lashes. However, the video caused an uproar as many called her out for allegedly lying about the mascara results. 56.7 million people viewed the video and were quick to point out the difference in her lashes from before and after the application of the product. One commenter questioned, “How did you suddenly get so many extra lashes at the end?”
The left photo is what the product looks like, right photo is with added fake eyelashes
In response, beauty influencer and business owner Jeffree Star said, “It looks bizarre.” Nogueira defended herself, explaining that brands often lie to customers about how their products work and that viewers may not have known they were false lashes. She said, “That’s what brands do, and they lie to you about how things work. Would you have known these were false lashes? Maybe not.”
Comments from Mikayla’s TikTok Video
Lash Gate is one example of beauty influencers using their platforms to advertise products that promise miracle results. For years, influencers and companies have been promoting tummy tea to celery juice, claiming they can cure anything from bloating to cancer without consulting a medical professional.
How beauty influencers have changed advertising products in recent years, beauty influencers have become essential to the advertising and marketing industry. Influencers on platforms such as Instagram and YouTube are changing the face of the beauty industry, with global spending on influencer marketing set to skyrocket from an estimated $2 billion in 2017 to about $16 billion in 2022.
When asked where they seek information about beauty products prior to purchasing them, women ranked social media influencers the highest. Women also trust third-party product reviews most when evaluating beauty products and company advertisements least. Additionally, influencer marketing sways their purchasing decisions most, while direct-mail marketing is the least effective way to reach them.
Brands often pay influencers to peddle their products, but many women find this notion off-putting. Social media has grown exponentially, and with the rise of popular apps such as TikTok, makeup trends and products can go viral in a few days. For example, L’Oreal recently made waves (before Lash Gate) after launching its #GetTheLook campaign on TikTok – allowing users to use Augmented Reality technology to try on makeup looks created by their favorite influencers virtually.
Beauty influencers have had a significant impact on the way brands advertise and market their products. And as new technologies emerge, they’ll likely continue to shape the beauty industry’s future.
How Does Drama Affect The Influencer Community?
The recent controversy involving beauty influencer Mikayla Nogueira and her alleged fake lashes has caused quite a stir in the influencer community. Many other creators took to their platforms to explain why they thought Nogueira was wearing fake lashes, casting doubt on her authenticity and product recommendations.
A Psychology & Marketing article noted, “Gen Z is aware of influencer marketing strategies adopted by brands; however, they expect the brands and influencers to behave responsibly while sharing information”. This incident has made it clear that viewers are paying attention to what is being shared and questioning its motives.
In the wake of Lash Gate, searches and calls for “de-influencing” have skyrocketed across social platforms. As a result, many influencers have come under increased scrutiny for their past posts and present behavior. Additionally, this incident has raised questions about authenticity from followers as to whether influencers are promoting mascara, makeup, and other beauty products they truly believe in or if they’re just doing it for the money.
It’s clear that Lash Gate has undeniably impacted the influencer community, leading viewers to be more skeptical and critical of the content they consume. While these events can be damaging to an influencer’s reputation, it’s important to remember that with greater scrutiny comes greater responsibility and honesty in the content they post on TikTok and other social media platforms.
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Kaela Brandi 