‘Deinfluencing’ is a rising trend where influencers advise their followers against buying certain products. It aims to discourage people from purchasing items they may not need, like Ugg minis, hair products, or other goods. Instead of promoting consumption, deinfluencing promotes mindful consumption and encourages people to think critically about their purchases.

This trend originated in beauty and lifestyle categories but has expanded to other areas and popular products. Influencers talk about overhyped products and offer alternatives to their followers. The hashtag #deinfluencing has over 27.9K posts on TikTok. These videos caution users against buying expensive cosmetics and other popular items.

Example:

https://www.tiktok.com/@therealskinreview/video/7308549448869629202