The internet has changed the ways in which we access information and this is the same for the world of beauty. Online beauty gurus have emerged offering tutorials, product recommendations, and advice to millions of viewers. But are these online experts genuinely trying to help, or are they pushing unrealistic beauty standards and maybe even harmful products?

The allure of the guru

Beauty gurus often cultivate a sense of relatability by sharing personal stories about their struggles with skin issues or makeup mistakes. This creates a connection with their audience, making their advice seem more authentic and less like an advertisement. 

Unrealistic beauty standards 

With the rise of beauty gurus and the constant exposure to heavily filtered and edited images, a culture of unrealistic beauty standards is created. Many gurus promote a specific aesthetic, often unattainable without professional assistance or significant financial investment. 

This can lead to feelings of inadequacy and self-doubt among viewers who compare themselves to these seemingly flawless online personalities. Young and impressionable viewers are particularly vulnerable, as they may lack the critical thinking skills to distinguish between curated online personas and real-life appearances. 

The pressure to conform to these unrealistic standards can be immense, impacting self-esteem and mental well-being. The curated perfection presented online can be incredibly damaging to those struggling with self-image.

Misleading marketing

Another concern is the promotion of products, often without enough information about sponsorships or affiliate links. Many gurus earn substantial incomes through these endorsements, blurring the lines between genuine recommendations and paid advertising.

This lack of transparency can be misleading for viewers who trust the guru’s opinion, believing it to be unbiased. Viewers may not realise that the enthusiastic endorsement is driven by financial incentives rather than genuine belief in the product. 

This consumer culture, fuelled by the beauty industry and amplified by online influencers, can be harmful to both our finances and our mental health.  

Misinformation and harmful practices

Moreover, some gurus promote products that are not only ineffective but potentially harmful. The beauty industry is often poorly regulated, allowing for the marketing of products with questionable ingredients and unsubstantiated claims. Gurus who often lack formal qualifications in skincare or cosmetics may unknowingly or even knowingly promote these products, putting their followers at risk. 

Developing critical thinking skills

The key to navigating the world of beauty gurus is to cultivate critical thinking skills. It is vital to conduct your own research, read reviews from multiple sources, and consult with qualified professionals before making any decisions about your skincare or makeup routine. 

Embracing individuality and self-acceptance

It is important to remember that beauty is subjective. What works for one person may not work for another. You should focus on what makes you feel good about yourself, whether it is a simple skincare routine or a full face of makeup. 

Ultimately, our relationship with online beauty gurus should be one of informed engagement. They can be a valuable resource for learning and discovering new products and techniques, but it is essential to approach their advice with a healthy dose of scepticism. The power to choose what we consume and how it impacts us lies in our hands.