Can We Actually Trust Beauty Reviews Anymore?

As brands are increasingly named and shamed for creating fake feedback, it raises the question: who really benefits from these ‘customer’ responses, and how can we spot the real deal?

In today's beauty space, it’s getting harder and harder to determine what’s real and what’s not. Images are readily photoshopped, selfies are often Facetuned, and who hasn’t tried an Instagram filter or five? From the era of printed glossies to the rise of e-commerce websites, beauty reviews have served a simple yet critical function – to assist consumers in making informed buying decisions. However, recent scandals involving brands like Kylie Skin and Sunday Riley faking online customer reviews make us question their purpose and whether it’s possible to trust these kinds of reviews anymore. Are they still relevant in today’s age?

Beauty reviews give insights into products that are incredibly helpful for both fellow consumers and the wider industry. Broadly speaking, beauty reviews can be divided into two categories: customer reviews and influencer/media reviews. Customer reviews are meant to be raw, unedited user experiences, while professional reviews are often sponsored by brands and tend to be overwhelmingly positive.

Estee Laundry, the anonymous beauty collective and industry watchdog, points out, “We live in an age where thousands of influencers recommend products they were paid to promote, so customers rely heavily on unbiased user reviews on websites like Sephora to make decisions. These reviews, therefore, have a big impact on sales.”

Customer reviews typically live on the brand’s or a retailer’s website, while influencer/media reviews appear on social media or through online or print publications. Both types of reviews help people answer questions like: ‘What kind of skin types or tones are certain products useful for?’ ‘How will this product impact my skin?’ For instance, an effusive review for a foaming face wash on kylieskin.com by Carmella G reads: “This face wash ended up becoming my favorite face wash of all time. I love how foamy it gets, and when you put it on the face it’s super creamy on the skin. I feel my skin is clean without it feeling stripped. I highly recommend it. I have sensitive and dry skin.”

The Trust Issue

The issue of trust in beauty reviews has become more critical as consumers become more aware of the potential for fake reviews. With brands under fire for faking feedback, it becomes essential to discern which reviews are genuine and which are not. Here are some tips to help spot real reviews:

1. Check Multiple Sources: Look at reviews from different websites and platforms. If a product has consistent feedback across various sources, it’s more likely to be trustworthy.
2. Look for Verified Purchases: Many e-commerce sites mark reviews from verified purchases, which adds a layer of authenticity.
3. Analyze Review Patterns: Be cautious of products with numerous reviews that sound similar or use generic language. Genuine reviews typically have varied and specific experiences.
4. Beware of Extreme Opinions: Extremely positive or negative reviews can sometimes be fake. Look for balanced reviews that mention both pros and cons.
5. Consider the Reviewer's Profile: Reviews from profiles with a history of multiple reviews are generally more trustworthy than those from new or single-use accounts.

The TikTok Effect

In addition to traditional and influencer reviews, TikTok has become a major player in the beauty industry. The platform's short-form videos and viral trends can quickly catapult products to fame. However, TikTok also brings its own set of challenges when it comes to authenticity.

Many TikTok beauty influencers use filters that enhance their appearance, making it difficult for viewers to gauge the true effectiveness of a product. These beauty filters can smooth skin, brighten eyes, and even alter facial features, creating an unrealistic portrayal of the product’s results. This further complicates the trust issue, as consumers might be swayed by the enhanced, filtered appearances rather than the product’s real-life impact.

Is TikTok Changing the Way We See Beauty?

TikTok has undeniably revolutionised the way we perceive beauty. With its rapidly growing user base and influence, the platform has created new beauty standards and trends, often challenging traditional notions. Here’s how TikTok is changing our perception of beauty:

1. Viral Beauty Trends:

TikTok is a hotspot for beauty trends that can go viral overnight. From specific makeup techniques to skincare routines and hair styling hacks, the platform has a unique ability to propel trends at lightning speed. These trends often come from everyday users and influencers, making beauty more accessible and diverse.

2. Authenticity and Realness:

TikTok has been praised for its raw and authentic content. Unlike heavily curated Instagram feeds, TikTok videos often show real-life, unfiltered moments. This shift towards authenticity encourages a more genuine representation of beauty, celebrating imperfections and natural looks.

3. Diverse Representation:

The platform’s algorithm promotes a wide range of content, giving visibility to creators from diverse backgrounds. This has helped to diversify beauty standards, showcasing a variety of skin tones, body types, and hair textures. TikTok's inclusivity allows for broader representation, challenging the often narrow beauty ideals perpetuated by traditional media.

4. Impact of Beauty Filters:

While TikTok promotes authenticity, it also offers a plethora of beauty filters that can enhance or alter appearances. These filters can smooth skin, change facial features, and add makeup effects, often creating unrealistic beauty standards. The widespread use of such filters has sparked discussions about the impact of digital enhancement on self-esteem and body image.

5. Influencer Power:

Beauty influencers on TikTok wield significant power, with their recommendations and tutorials influencing millions of followers. These influencers often bridge the gap between high-end beauty products and affordable alternatives, making beauty more accessible. However, the commercial aspect, with influencers often promoting sponsored products, raises questions about the authenticity of their recommendations.

6. Community and Support:

TikTok fosters a sense of community where users share their personal beauty journeys, struggles, and successes. This supportive environment allows for the exchange of tips and advice, helping individuals navigate their beauty routines with confidence. The platform’s community aspect also enables users to find relatable content and feel less isolated in their beauty experiences.

7. Educational Content:

TikTok has become a valuable educational resource for beauty enthusiasts. Professionals and enthusiasts alike share in-depth tutorials, product reviews, and skincare advice, democratizing beauty knowledge. This educational aspect empowers users to make informed decisions about their beauty routines and products.

Moving Forward

In the beauty industry, transparency and authenticity are becoming increasingly important. Consumers are demanding more genuine interactions with brands, and this extends to the reviews they rely on for their buying decisions. Brands need to foster genuine customer feedback and avoid the temptation to create fake reviews. This will not only build trust with their audience but also ensure long-term loyalty and success.

As we navigate this complex landscape, it’s clear that while beauty reviews remain a valuable tool, the onus is on both brands and consumers to ensure that these reviews are as authentic and trustworthy as possible. By staying informed and vigilant, we can continue to benefit from the shared experiences of fellow beauty enthusiasts without falling prey to deceptive practices.