The rise of de-influencers

A de-influencer tells followers what not to buy. The practice started on TikTok, where the hashtag #deinfluencing has over 300 million views. The idea is to counter overhyped product recommendations and encourage a mindful approach to shopping.
It is prominent in the fashion and beauty verticals as a response to heavy photo editing and aggressive sponsorships, although it’s spreading to tech and gaming.