Ep 3: The Influence of Influencers & How Internet Stars Have Shaped the Cosmetic Industry

Whether you love them or hate them, influencers are impossible to ignore. Over the past 20 years, they’ve gone from videos on their bedroom floors to mainstream power, shaping lifestyle, wellness, and, of course, cosmetics. The impact is clear, but is it always good? Are creators boosting education and innovation, or are they unintentionally eroding trust and accuracy? In this post, we’ll discuss where influencers came from, how they drive trends and sales, and how their business model collides with science communication. We also tackle the big question: given today’s misinformation mess in beauty, how much responsibility sits with influencers, and how much belongs to brands, regulators, and us as consumers?

A short history of influencing

The first wave of influencers arrived with YouTube (2005), then cross-posted to Facebook; when Instagram came to be in 2010, it served as another platform for early influencers to post about their lives. Early beauty creators - Michelle Phan, the Fowler sisters, Marlena Stell, Lindy Tsang, Ingrid Nilsen, EleventhGorgeous, and others - filmed on their bedroom floors with bad lighting and even worse webcams, but their videos felt incredibly real and personal. Sponsorship rules and disclosure norms were still forming, so recommendations often felt “pure,” even if the videos included free product or paid placements. That authenticity (and a less crowded field) gave early influencers a big advantage.

Celebrities shaped the market first

Long before the influencers, celebrities were responsible beauty standards and sales. Mid-century ads used actresses and models to sell products like soaps and lipsticks; later, celebrity fragrances exploded; J.Lo, Britney, and others created incredibly successful product lines. Today’s celebrity brands, like Fenty, Rare Beauty, Rhode, Kylie Cosmetics, prove that celebrities can still create successful companies, but the field is oversaturated.

How the 2010s changed the game

As cameras improved and platforms started to reward watch time, creator content started becoming more successful. New laws ensured that sponsorships got clearer; content like tutorials, hauls, GRWMs, and short form videos started to become more popular. The industry also started to diversify; men and LGBTQ+ creators continued to gain popularity, and influencers started to demand broader shade ranges and more inclusivity overall. Drama cycles (who can forget Dramageddon, hello) both harmed the reputations of influencers but also and proved just how relevant influencers had become. Meanwhile, more brands realized they could buy targeted, high-trust reach through mid-size creators instead of paying big bucks for a celebrity to endorse their brand.

Why creators often outsell celebrities

Celebrities generally don’t appeal to one specific region, age or social group, so their audience is often very diverse. This makes it harder for them to get close and be engaged with their followers. (Also, I would argue that they have to spend so much time doing the thing they excel at, they don’t have a lot of time to be engaged with their fans/followers). They’re also usually in a different tax bracket and live luxurious lives, which is unrelatable to most people. Influencers, on the other hand, generally gain a following by specializing in a certain niche of content. This makes them more relatable, and consumers love relatability.

Why has the trust shifted?

Three things pushed audiences toward creators. First, access: creators answer comments at 11 p.m. from their bathroom floor; celebrities generally don’t. Second, there's a level of expertise with many influencers, because many began as passionate hobbyists (chemists, artists, dermatology RNs), which makes their content feel grounded. Third, algorithms tend to push content that looks real and personal, while more polished ads don't do as well unless they also feel human. Surveys reflect this; people report more trust and intent to purchase when the messenger is relatable and “a part of the community,” not just famous.

The misinformation problem (and why beauty is vulnerable)

Beauty is saturated, science-adjacent, and visual, which creates the perfect conditions for half-truths. Short-form content rewards "interesting" videos over nuanced information, buzzwords like “toxic” vs. “safe” go viral, and many viewers learn from non-experts who speak confidently and make content that's visually appealing. Add in inconsistent disclosures, overpromises, and misused scientific language (like “chemical-free,” “emulsifying,” “preservative-free”), and it creates even more confusion for the consumers.

How influencers amplify or limit misinformation

Influencer beauty content goes wrong when there's a lack of transparency and honesty. Ad disclosures have been required since 2019, but ads that are hidden or not disclosed altogether still appear, and there are still cases where influencers are (allegedly) caught spreading misinformation; for example, if a creator posted a paid mascara review appeared to use false lashes. When the information isn't real, trust goes away fast. Incorrectly used science terms make it worse. Terms like “Non-toxic,” “chemical-free,” and “natural” don't actually mean anything, and can cause the consumer to think they're using something better, when that might not be the case. The “clean” swap to lesser-studied ingredients isn’t automatically safer either; for example, parabens are heavily researched, and one flawed 2004 paper helped push the industry toward weaker, less-proven alternatives. Evidence quality and the dose matter more than whatever marketing language a brand is using.

How brands and rules shape the landscape

Brands respond to incentives. If “clean” sells, a company is likely to market their products that way unless their teams value claim substantiation. Regulatory guidance has tightened on endorsements and disclosures, but there's so much information out there, enforcement usually doesn't catch up. That leaves a big gap for transparent brands that actually explain actives, show their test methods, and invite third-party review to substantiate their claims.

What the audience can actually do

So what can you, the consumer, do to help minimize the spread misinformation? Treat claims like you treat skincare: always patch test first. When you see product claims or videos on TikTok, ask who benefits, what’s the evidence, and does the routine make sense for my hair or skin biology? Look for scientific studies, ingredients you recognize, and creators who show the good, the bad and the ugly. Save posts that cite studies or at least name their test methods, and be cautious with the information you're sharing; make sure what you share is real and true.

Conclusion

Influencers and brands share the mic and the responsibility. Brands should publish accurate, transparent claims, and influencers should fact-check the information they're spreading before they hit post. As viewers, we’re part of this system. Prioritize science-based content and reward creators who prioritize accurate, science-based information. That’s how beauty gets smarter, and safer, for everyone.

Bibliography

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Other sources to check out: 

1. Wischhover, C. (2019, Dec 6). YouTube and Instagram changed beauty forever. Business of Fashion.

2. [Smokey Glow]. (2024, Dec 12). How influencers tanked the beauty industry [Video]. YouTube. https://www.youtube.com/watch?v=AGiVEL6eu9c

3. nfluencer Marketing Hub. (2025, Apr 25). Influencer marketing benchmark report 2025. InfluencerMarketingHub.com.