However, the nature of this kind of content is that it talks to thousands, if not millions, of people at once and so tends to neglect the nuanced needs of an individual’s skin. It’s what happens when specialist knowledge is condensed into bite-sized videos, flattening the complexity of skin science and making it increasingly difficult to discern fact from fiction. According to Houghton, though, skepticism surrounding skinfluencers remains low. Unlike traditional beauty influencers, skinfluencers have won our trust as industry whistleblowers who prioritize skin health with their mindful and minimalist approach to skin care, via low cost, ingredient-aware regimes.
As a result, there’s been a shift in industry marketing, too. “Where a product used to be marketed as a ‘brightening solution’, it’s probably labelled as a ‘tranexamic acid’ now,” says Willis. Of course, this type of no-frills marketing has been gaining momentum for a while, but the rise of the skinfluencer has turbocharged a demand for authenticity and transparency. As long as Yarbro and his peers remain authentic spokespersons, forever holding the beauty industry to account, they will transform our approach to skin care indefinitely.
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