The digital landscape is a central premise of the beauty industry, defining the industry and its brands by virality, visibility, and a sort of religious devotion to skincare routines. However, a quiet revolution, de-influencing, is reshaping the industry. Mega beauty influencers like OvercomingOverspending, Chelsea Vanity, Aiza LC, and many others have jumped on this trend, taking to their accounts and beginning videos with the scroll-stopping, “let me de-influence you for a minute.”Audiences are becoming increasingly skeptical of curated content and are more resistant to overt product promotion. There’s a growing appetite for authenticity, simplicity, and content that feels more real and less rehearsed. This shift is giving rise to the de-influencing trend—a movement where creators are pulling back from excessive recommendations, encouraging more mindful consumption, and rethinking how they engage with beauty products online. As brands grapple with this shift, they’re discovering that success now demands presence, not performance.This transformation is not anecdotal—it’s measurable. According to the latest report from Jellyfish’s Social Agents, a proprietary AI-powered social insight tool, the most engaging beauty content of 2025 is quieter, more emotionally intuitive, and rooted in moment-driven storytelling rather than step-by-step how-tos. For brands, this moment presents both a challenge and an opportunity. As the rules of engagement evolve, businesses will need to rethink how they communicate value, build trust, and remain relevant in an industry where influence no longer looks or works as it once did.