Wall Street Journal: ‘De-Influencers’ Want You to Think Twice Before Buying That Mascara

Wall Street Journal: ‘De-Influencers’ Want You to Think Twice Before Buying That Mascara. “After years of influencers pushing cosmetics, clothes, personal tech and supplements to the masses, a rising cohort is taking a different tack: telling people what not to buy. They’re calling it ‘de-influencing.’ The term is being popularized in videos by people whose experience runs the gamut: disappointed consumers, savvy beauty bloggers, doctors dispelling skin-care myths and former retail employees dishing on which products they saw returned most often.”