Rhode. Rare Beauty. Laneige. Whether you’re a full-on makeup fanatic or someone who barely glances at a lip balm, chances are you’ve heard of at least one of these brands. Maybe it was from a viral TikTok review, a glossy Instagram post, or a YouTube GRWM video. But here’s a question worth asking — are these products genuinely good, or are we all just caught in a cloud of cleverly curated hype?
Today’s beauty industry is powered by social media. With one viral video, a product can sell out in hours. Brands know this, and many carefully plan what seems like a spontaneous rise in popularity. Influencers receive free products, content is scripted to look authentic, and trends are monitored constantly. Though it is smart marketing, it makes it harder to know whether we’re buying a product because it works, or simply because it’s everywhere.
For instance, two of the biggest beauty brands right now — Rhode and Rare Beauty — are run by celebrities Hailey Bieber and Selena Gomez, respectively. If you follow pop culture, you might know they’ve had rumored tension in the past. Fans often choose sides, and that even extends to what they buy. Supporting Rare Beauty can feel like supporting mental health and empowerment. Buying Rhode can feel like joining the “clean girl” trend. But when we buy products based on who made them, we sometimes ignore the actual quality.
Some experts on social media have raised concerns about ingredients in products from Rhode and Laneige, questioning their effectiveness or pointing out potential irritants. These concerns don’t always make it into viral posts or influencer reviews, which often focus more on packaging and aesthetics, rather than actual results.
This doesn’t mean these brands are bad. Some products really do live up to the hype. In fact, Danita S., a junior at Skyline, says, “As someone who can’t and doesn’t like to wear a lot of makeup, the Laneige sleeping mask is one of the few products I love and use!” But it’s worth asking: are we choosing them because they work for us, or simply because of their marketing?
Being aware of the power of marketing doesn’t ruin the fun — it just helps us make smarter choices. In a world where trends change fast, it’s okay to pause and think about the brand and product before you buy. Because real beauty? It’s more than just what’s trending.
