A livestream hosted by Jeffree Star filled my iPhone screen during a late-night TikTok doomscroll in June. Wearing a baby-blue Western blouse with fringe detailing and a wig of the same shade, Star stood behind a pink desk with beauty influencer Paul Dao. Together, they promoted lip gloss and other products from Jeffree Star Cosmetics. It's interesting to see how these influencers have adapted to the evolving social media landscape.
But 10 minutes later, TikTok showed me yet another livestream: this one from OG beauty YouTuber Tati Westbrook, who attempted to sell me a hair curler - a far cry from the cult-favorite eyeshadow palette she created in 2019. The transformation from trusted beauty source to a direct sales pitch illustrates a significant shift in their content strategy.
Some millennial-aged viewers shared similar, and often harsher, thoughts. 'I'm sad. I used to be able to trust all of your reviews because you were doing it for the love of the game. Not commission. 😭,' one person commented on one of Westbrook's TikToks promoting her recent stream. This highlights shifting perceptions among audiences towards influencer authenticity in a more commercialized landscape.
'You are getting worse than Kylie Jenner,' another person wrote on one of Star's videos. 'It's every other day some kind of BS sale or relaunch. I miss the old Jeffree Star, this new desperate JS sucks!!' This reveals a broader trend where audiences express disappointment at influencers prioritizing sales over genuine content.
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