'I've stopped buying viral TikTok beauty products. Here's what I finally realised.'

Believe me: The hype is not real. My overflowing cosmetic bag and bathroom drawer full of viral TikTok beauty products I don’t use are proof of that fact.

Scrolling through TikTok’s ‘For You’ feed, it’s impossible to go five videos without yet another beauty product being endorsed as an absolute must-have.

As an elder Gen-Zer (on the cusp of millennial and Gen-Z), I’ve seen social media channels like Instagram and YouTube go from platforms that played a significant role in connecting family, friends and community across the globe in a meaningful way, to becoming #sponcon (sponsored content) infested. 

Love it or hate it, social media has a powerful impact on purchasing habits. Algorithms, targeted ads, and sponsored content inundate us with an overwhelming flow of constant marketing. 

But post-pandemic, as consumers became more switched on, they started to make more informed buying decisions. 

Many of us took the opportunity to reassess our priorities and make changes in our lives, including our approach to beauty. 

Watch: 'I tried the lube makeup trick. And the results kinda surprised me.' Post continues below.

I overhauled my usual beauty rituals, and less became more. My beauty principles were renewed as I shifted my focus towards values like sustainability, quality, and affordability. 

I transformed into a minimalist beauty girlie – if the products weren’t kind to my skin, planet, and pocket, I didn’t want them. 

That was until TikTok entered the chat. 

Initially, what I loved about TikTok was how it democratised influencer culture, championed authenticity and creativity and amplified diversity. However, as the app exploded into popularity, my screen time dramatically increased, and I found that much of what I loathed Instagram for snuck its way onto TikTok. 

Suddenly, every other video was a new skincare or makeup hack, with content creators raving about how the product dramatically changed their lives and would change mine too. And despite how switched on I was or how much I thought consciously about my beauty purchases, I fell victim to the hype.

As I peruse the comments section of yet another glowing review or beauty hack, I find comfort in seeing other users express sentiments like, "STOP, I’m broke" or "on my way to Sephora before this sells out." 

One I resonate with is, "another aesthetic?! I literally just entered my 'clean girl era'." 

I know that social media has long fuelled a toxic need for instant gratification, validation and the desire to feel like we're a part of the latest trends in order to be seen. 

However, TikTok, particularly #beautytok, has taken this to a whole new level with the proliferation of micro-trends and viral content. As a result, the unchecked promotion of beauty products creates a blind spot that supercharges the culture of consumerism. 

Recently, TikTok creator @KimberlyPossible_ went viral after she applied Fenty Gloss Bomb Heat in the shade ‘Hot Chocolit Heat’ in one of her videos. Her comments section was flooded with people asking what the gloss was. 

@kimberleypossible_ Replying to @Hafoosi #fentybeauty #glossbombheat #glossbomb #glossylips #gifted #hotchocolatebomb ♬ original sound - KimberleyPossible_

Within 24 hours, thousands of beauty content creators "stitched" her video with their own videos trying on the same lip gloss.

Within days, Fenty Beauty’s Gloss Bomb Heat in ‘Hot Chocolit Heat’ had completely sold everywhere. 

Interestingly, content creators posted videos about their dupe recommendations after the trend peaked a few weeks later. In the comments of those videos, users were venting about how they regretted their Fenty purchase either because they were unaware that it had a plumping formula, or they believed it was not worth the high price tag. 

And this, my friends, is the perfect example of the distinct cycle of hype, purchase, and regret that fuels overconsumption on #beautytok.

But hold on, there's more. 

A new trend is taking over TikTok, called "deinfluencing". Unlike the typical influencer approach of only promoting products they 'swear by', deinfluencing involves content creators sharing their negative experiences with certain products and recommending alternatives. 

While this seems like a solution to the constant pressure to buy new products, it's another tactic to keep us continuously adding items to our shopping carts. 

In one popular de-influencing TikTok video by creator Valeria Fride, she discusses what she believes to be over-hyped as well as underrated beauty products, including Olaplex and Charlotte Tilbury in her "bad" list and OUAI and Rare Beauty in her "good" list. 

@valeriafride Don’t buy everything you see on here 🥹 #deinfluencing #beautytips #sephorahaul ♬ Her Way (Sped Up) - PARTYNEXTDOOR

Comments on the video praised it for being informative, with some even admitting that de-influencing was just influencing them more. 

Back in my day, I sought out beauty product recommendations from websites like Makeupalley or read numerous blog posts and customer reviews. These days, many of us turn to influencers, especially if they’re ones we deem honest and trustworthy. 

And, I must admit, while my makeup bag is at capacity with products I regret, along the way, I have found some TikTok-endorsed products that have become my favourites. 

These include Huda Beauty Setting Powder, Alya Skin Pink Clay Mask, NARS Light Reflecting Foundation, Glow Recipe Pore-Perfecting Toner and Hourglass Instant Extensions Mascara. 

Reflecting on my not-so-good shopping habits, moving forward, I want to depart from the mentality that TikTok "made me" buy anything. 

Instead of relying on content creators to influence or de-influence me, I can take steps to de-influence myself by asking these questions:

1) Do I even need this product? 

2) What are customers saying outside of social media? 

3) Does this brand have ethical and moral values that align with mine? 

Without a doubt, TikTok has amplified my fixation on the newest, trendiest products. But, if you’re in the same boat as me, it’s important to remember that we have the choice to opt out of the constant influx of trends and stop letting ourselves become disappointed by how many times we’ve been influenced, only for the product to not work for us.

Want to hear more from Naa-Lamle? Check out more of her work here.

Are you influenced by TikTok to buy beauty products? Share your thoughts in the comment section below.

Feature image: Supplied