Scrolling into compliance: When beauty trends decide for us.

With consumerism on the rise, the cosmetic industry is slipping into conformity rather than artistry.

  

2016 was memorable because influencers focused on reviewing products instead of loving them by default. YouTube was a platform where content creators built their personal brands, not where they executed the latest viral trend. Now, in 2026, individuals are accustomed to having someone tell them what they need instead of doing their own research, and brands are taking advantage of that.   

Brands have resorted to influencer marketing, ads, and dupes to keep up with consumer demands.  However, nothing justifies the price increases we’re seeing, since the quality of these items hasn't changed.   

NARS, Dior, and Kayali are just a few of the many brands that have raised prices in the last year. There’s nothing wrong with wanting new makeup or refreshing your everyday routine, but when we replicate the personal tastes of beauty creators, we fall victim to consumerism and lose the discernment to shop wisely.   

Brown lip combos were rooted in Black and Latino communities in the 1980s and 90s, long before Hailey Bieber’s “brownie lip” trend. Similarly, the Hourglass concealer was a Sephora staple before Amaya Colon's “no foundation” tutorial went viral on TikTok, or people tried to match the blush shades Margot Robbie wore in Wuthering Heights. The question of “Will this even look good on me?” is now negotiable at the checkout.   

Beauty trends sparked uproar when individuals discovered that products did not perform as advertised. It’s frustrating to have high expectations for something, only for it to flop after you've spent the money.   

During a consultation, a woman asked for something “sheer and lightweight," adhering to the "clean girl" aesthetic. She was disappointed after the product she wanted didn’t suit her mature skin—the Saie skin tint performed as intended, but the coverage wasn’t flattering. Together, we opted for the Glossier foundation and Danessa Myricks Yummy Skin primer, which provided a better client experience.

There’s a fine line between wanting to try a new product and self-erasure. Trends wouldn't exist if content creators withheld their creativity, proving rage can emerge independently.  

Beauty is still ours to explore. The cut-crease doesn’t need to stay in 2016, and clean girl makeup doesn’t set the standard. We define our own standards, which is why doing our makeup shouldn’t be performative. We’re not guinea pigs; we’re why products stay on shelves. Doing it ourselves isn’t an act of rebellion— it’s self-expression.